'PROUD is to customer service, as SMART is to goal setting, and GROW is to coaching.' Proud is one of the most powerful and emotive words in the English language. What if this powerful word could provide a simple, comprehensive framework to achieve excellent customer service, as well as embody the full essence of the word? The PROUD model provides this and more. It builds into a set of key principles in achieving excellent customer service. Through its simplicity and ease of use it can create a unified customer-focused culture within an organisation. It can be applied to any customer situation in any sector, discipline, or profession; it also crosses over easily from business to personal use, making it a fully flexible and adaptive model. Once you understand the PROUD model and its principles you will appreciate its power to achieve a consistent, excellent customer service experience from start to finish. 'Probably the only customer service acronym you will ever need.'