Identifies four conceptual "shifts" and discusses how managers can use them to improve their organization's customer service capabilities. 1- use lessons from the past to refocus on meeting customers and employees first need. 2 - focus on building a culture of superior internal customer relations. 3 - replace negative assumpitions about staff's ability to perform with a renewed focus on effective managment practices. 4 - Shift happens when customer service is viewed by the entire organization as a continuous strategic planning process.