Excellent or ‘Red Hot Customer Service’ exceeds the customer’s needs, either real or perceived. It is also delivered in a consistent and dependable manner. In my book I talk about simple concepts and why they’re important. They are important because without the basic concepts a business can’t move to the next level that I call ‘red hot.’ Because they are simple you would think they are easy to implement; unfortunately they’re not. These basic concepts also apply to life; without the basics how can you move on to the more complicated.