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There is a growing recognition in higher education that improving customer service is a critical step to ensuring students' momentium toward a degree and to improving student persistence. Yet, surveying professionals at 79 post-secondary instititions, we found that over half would grade there school with a "C" or lower letter grade for customer service. Customer service expectations from both students and parents continue to increase, and it is increasingly critical to meet that demand with a strong commitment to developing a culture of service.