The adult education literature contains a considerable amount of research on and discussion of client service in the marketing process, management and staff roles in service- and product-oriented businesses, and the importance of client service and service quality to survival in the marketplace. By applying the principles of client-oriented service, Virginia Tech (Virginia Polytechnic Institute and State University) has undertaken a comprehensive project to improve its continuing education program. This program improvement process has included looking at environmental trends, reviewing competitors, establishing the program's current functioning with direction for the future, and planning a strategy to reach program goals. The methodologies used have included written questionnaires, focus group interviews, personal and telephone interviews, and a literature review. As a result of the information gathered, the program's capabilities and staff training efforts have been expanded and several new client services have been added. Training materials were obtained and training workshops on various client services were held for the staff involved in serving continuing education students, including administrators, faculty, and all hotel and operating services staff. (MN)