The Challenge: After years of investments on structures and systems that improve and integrate student transactional experiences, we discover that we have neglected to train our staff in customer service competencies that match student expectations. The Answer: Invest in your student service staff to ensure they possess the professional skills to deliver your institutional "brand" of service so that the transactional never interferes with student learning. The Tools: Using the same teaching and learning tools that we successfully deploy in the classroom, we can raise the bar on staff training with improved delivery methods, assessment, and evaluation to certify staff as SEM professionals--equipped for service success. Opportunities identified include: SEM service standards in higher education, accepting student as customer, professional training processes, staff benefits and buy-in.