Community college students are faced with a variety of complex procedures and decisions, from navigating financial aid applications and lengthy course lists, all the while determining how these immediate choices will serve their long-term educational goals. For many individuals either thinking about community college or already enrolled, these tasks can contribute to a sense that they don't belong in a higher education setting. Taking note of this plight are community college presidents and administrators, who in the tradition of open access are seeking to provide better customer service to hopeful learners. The effort involves moving from an advising model focused on provision of impersonal information to one of holistic support, where all learners, no matter their circumstance, are connected to an easy-to-access network of institutional services. This personalized approach is bolstered by the private sector mantra of "the customer is always right," even if administrators aren't completely comfortable referring to students as such.