The 7 C's of Customer Service

What is customer service excellence? It's when the customer is satisfied. It's just that simple and just that difficult. Accomplishing that goal is more effective when you can master seven areas of expertise and behavior - the seven C's.

1. Customer

Know your customers. Take off your shoes (and put yourself in theirs). Understand the perspective - their perception is reality. Know their needs and expectations, and then don't just meet them - exceed them.

2. Competition

Know who else is out there after your customer's business. Know their strengths and weaknesses. Know how you measure up against them and where you outshine them.

3. Communication

Two-thirds of all dissatisfied customers are not unhappy because of a product's quality or cost, but because of poor communication. Effective communication is everything from strong greetings and handshakes to good eye contact, from asking questions to listening actively. Never assume your customer understands. A confused customer is not a customer for long.

4. Care

Customers don't care how much you know until you show how much you care. Being friendly, courteous, going out of your way, explaining what you're doing, taking pride in your work - all these behaviors show that you care.

5. Competence

Demonstrate that you're competent. Show that you've got what it takes. Customers put their trust in people they believe can do the job. Take ownership when a problem occurs, even if it's not your fault. It's not important that you didn't cause the problem. What's important is how you'll solve it.

6. Complaints

You certainly want to strive to get it right the first time, but failing to anticipate that things go wrong is deadly. You should not only accept complaints but welcome them. It's the only way you're going to find out what you could be doing better. Make it easy for customers to complain. "If there was one thing we could do better for you, what could it be?"

7. Checks

Are you as good as you think you are? You're not the best judge. You have to constantly check up on yourself. Measure against the competition. Survey your customers. Research your industry trends. Evaluate yourself continuall