Madhavi Ayyagari discusses key stakeholders in higher educational services, identifying who the customer is and how HE can best prepare students for the world of work. Madhavi Ayyagari, Murdoch University Dubai, Dubai with expertise in Qualitative Social Research, Quantitative Social Research, Communication and Media. Madhavi has research experience across the research value chain spanning diverse sectors with ACNielsen for industry and Public Sector research and for international organisations like World Bank, UNICEF and ILO, Governments of Qatar, Bahrain and Abu Dhabi. Academic research experience with 28 publications and as Reviewer for Journal of International Marketing and McGraw-Hill. She has shouldered senior management responsibilities in corporate organisations and business schools. Passion for contributing to the development of learners and institutions and a quest for continuous learning and transformation.