This paper examines ways in which university extension programs can become more customer-focused in the courses and services that they deliver, focusing on the experiences of the University of California Extension, Santa Cruz. Extension programs can increase their effectiveness by: (1) establishing partnerships with other service organizations, such as the chamber of commerce or unemployment agencies; (2) creating alliances with the business community, both locally and internationally; and (3) creating a customer focus with participants in Extension programs, making individuals feel that they have received value for their time, energy, and money. Extension programs also need to focus on effective public relations and community outreach to ensure the success of their activities. (MDM)