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aims. It is essential if a business is to align its processes, products and services to build real customer relationships. With recognition that existing customers are the source of most of an organization's proceeds, there has been a sudden increase of interest in understanding customers from a long-term, relationship view (Guaspari, 1998). If companies are really going to embrace the concept of relationships they have to understand more about what their customers need and want to build a "shared future" with their customers. Statement of Problem
 This project is an exploratory analysis as opposed to a problem. The Memorial Student Center at the University of Wisconsin-Stout has never obtained feedback from their customers and/or employees for hiring and interviewing purposes. There is an initiative to do a needs assessment because they simply want to "hire the best" and give their customers the utmost service possible. They feel that by finding what the customers as well as what the employees think
are important customer service competencies and finding those differences as well, it will in turn help them determine what qualities to look for when searching for future customer service job candidates. The Assistant Director of the Memorial Student Center would like to use the obtained data to prioritize where the focus should be on what customer service competencies the customers feel are most important. In addition, the results will be used to develop future training programs and an intake interview guide for customer service position openings. Furthermore, it will