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This is an excellent article explaining the reasons for community college educators resisting the word Customer Service.
I like the following section from the middle of the article:
"To the extent that a college really is a business, the type of business it most resembles is a health club. People pay to join a health club. In return for their membership fees, health-club patrons can expect use of the facilities and access to expert advice on fitness.
But they have not, simply by paying their fees, purchased a right to any particular outcome. Their health and physical condition will improve only as they avail themselves of the opportunity to exercise. Nor have they purchased any particular opinion on the part of the experts in question. The fact that they're paying to be at the health club does not mean a trainer is obliged to tell them their weight is fine when they're carrying an extra 40 pounds.