Lots of colleges treat students like customers. How many have an ice-cream truck? And valet parking? And a concierge desk? And an enormous hot tub in the middle of the campus? Not too many. Actually, only one: High Point University. This once-sleepy institution in the hills of North Carolina has undergone a revival in the last couple of years, thanks in part to its jaw-dropping menu of student services. Behind it all is High Point's president, Nido R. Qubein, a motivational speaker and businessman who believes that the customer (that is, the student) should be not only satisfied, but wowed. To that end, he hired a director of WOW! The holder of that illustrious title is Roger D. Clodfelter, and it's his job to come up with ways to please current and prospective students. In this article, the author describes how High Point University takes the notion of students as customers to a whole new level.