As the newest college in the 10-member Maricopa Community College System, Arizona's Estrella Mountain Community College Center (EMCCC) is highly capable of innovation since it does not have to battle years of tradition. As part of its emphasis on innovation, EMCCC operates under the relatively new paradigm of being a customer-driven organization. This paradigm focuses on the student as customer, and this focus guides organizational restructuring efforts. At EMCCC, this restructuring has included the service system, or the physical and procedural apparatus used by employees; the service strategy, or the distinctive formulas for delivering service; and staff providing services. In addition, marketing research is integrated with institutional research to inform planning efforts based on customer needs. The college uses a target market approach to assist academic divisions in designing and developing responsive programs and services. Target markets include youths, parents, re-entry adults, high school dropouts and other special needs populations, business, the local Air Force base, and senior adults. The customer focus paradigm has also been implemented by EMCCC's parent organization, Glendale Community College (Arizona), which has used meetings between faculty and business and industry to jointly develop corporate-sponsored programs. (BCY)