How does your company’s customer service stack up to your competition’s? You’d better have a handle on it, then you better one-up it by a yardstick!
How do you find out how you stack up against them? Call your own customer service department with an issue and find out how they treat you. Call your competitors with a similar issue and see how they treat you and whether you are satisfied with the resolution. If you don’t yet have a serious point of differentiation, make the way you will now reflect resolution in YOUR customer service department the top differentiating benefit when you position yourself and your “brand” to potential customers who are “shopping around”.