A service organization that understands its target clients' needs can use marketing to adjust its services to fit these needs. It alters the use of its space, staff, equipment, and other resources to efficiently provide the services that clients tend to use. It promotes less popular services to users of its other services. It builds its client orientation into visit procedures, information systems, recruitment procedures, staff job descriptions, performance planning, and many other operations. Marketing can help the organization treat its clients as customers, not as numbers.