Are librarians doing all they can to ensure that customer services are delivered with the customer in mind? Librarians are great at helping, but we sometimes need help with identifying customers, defining their needs, developing services, and reviewing the processes behind the services. Fourth Generation Management provides new insight for librarians as we compete with customers, our patrons, to offer new services at an ever-increasing rate. Libraries need to improve customer services in order to remain a vital part of their community.