Customer service is known as a key cornerstone toward developing customer (donor) loyalty and retention. Strengthening donor loyalty involves constructing a positive donor experience, even when circumstances are less than ideal. This session will describe the customer service training program two large blood centers utilized in order to focus on a donor's experience from the time the donor entered the donation center/drive area to the time the donor left. It will also highlight the importance of developing a positive relationship between the staff and the donor. Additionally, the training program will include a series of themed modules with actual video of staff and donors at local mobile blood drives/donor centers, easy-to-remember customer service principles and practices for staff, and a staff rewards program directly correlated with customer (donor) satisfaction. The customer service program implementation involves commitment from senior management, identified internal leaders trained as trainers, and 100% participation of all blood center employees. Measurable outcomes from the implementation of the program will be discussed as will valuable lessons learned during the implementation process.