ver the past two decades technological innovations have provided libraries with the means to not only meet but also surpass customer needs and expectations. Initially, technology involved the automation of library staff functions, and customers experienced few benefits directly. With the development of the online catalog, customers experienced a faster, easier, and more efficient method of searching. As online systems became commonplace, librarians began to realize the new and exciting possibilities to which increased automation can lead. The flexibility of electronic data led to shared catalogs, dial access, and remote charging, thereby allowing customers to search multiple catalogs remotely, even from the comfort of their own homes or offices. In addition, the use of telefax machines has dramatically reduced the turnaround time for the remote processing of photocopy requests. Innovations such as full-text databases and document delivery systems are increasing.Consequently, students and faculty have experienced directly the benefits of technology through enhanced student performance and increased faculty productivity.However, while these and other advances successfully have increased customer satisfaction, they have likewise raised customer expectations. As a result, academic libraries should be searching constantly for new ways to keep up with those expectations. Multimedia products and an explosion of networked information add a whole new level of complexity for information seekers and providers alike. Unfortunately, this complexity, coupled with today's financial constraints, often makes it difficult to decide which products and services are best for the library. Blindly embracing sophisticated technology does not necessarily translate into optimal or even enhanced service. Rather, academic librarians should implement technology within the context of a grand service vision that library staff and customers