This paper discusses how higher levels of customer satisfaction within the water supply industry can have far-reaching consequences ranging from less outsourcing of municipal utilities to decreased regulation of the industry. A study recently completed by the AWWA Research Foundation identified the most common customer service problems faced by utilities and tracked down solutions used by successful customer-driven programs from both within and outside the water community. The lessons learned from those programs have led to development of practical, implementable guidance designed to help every utility improve its customer service. The study incorporates case histories, industry standards, performance benchmarks, technology information, and best practices in one easy-to-use tool kit. Includes tables, figure.