Institutions of higher education are being tasked with utilizing corporate business practices to recruit and retain their students. The purpose of this action research study was to investigate causes of negative customer service and improve the service approach of the Residential Education department at a private, liberal arts institution. Data collection in Cycle 1 consisted of reviewing and reflecting on employee interviews and student satisfaction surveys. Actions steps were designed, implemented, and evaluated in Cycle 2 to provide support for the department to enhance their customer-informed approach and positively impact the retention of their students-as-customers. Findings included the department learning that developing individualized relationships with students and creating consistent and student-centered policies and procedures would improve student satisfaction. Additionally, employees must acknowledge and attend to external factors impacting their work and participate in ongoing professional development to help keep their customer service approach relevant. Implications for the organization included establishing a set of best practices as it relates to their customer-informed approach to their work, working across the organization to expand collaboration and critical thinking when working with students, and taking part in ongoing professional development that ensures the department remains connected with and supportive of the current and future student populations. [The dissertation citations contained here are published with the permission of ProQuest LLC. Further reproduction is prohibited without permission. Copies of dissertations may be obtained by Telephone (800) 1-800-521-0600. Web page: http://www.proquest.com.bibliotheek.ehb.be/en-US/products/dissertations/individuals.shtml.]