Branded Customer Service
The New Competitive Edge
1st Edition
Published on 14. September 2006
278 pages
978-1-57675-886-1 (ISBN)
Description
Branding is an integral part of modern business strategy. But while there are dozens of books on branding products and marketing campaigns, nobody has applied the logic and techniques of branding to customer service -- until now. Branded Customer Service is a practical guide to moving service delivery to a new level so that brand reinforcement occurs every time customers interact with organizational representatives. Janelle Barlow and Paul Stewart show how to infuse an entire organization with brand values and create a recognizable style of service that reflects brand promises and brand images.
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Janelle Barlow | Paul Stewart
Branded Customer Service: The New Competitive Edge
The New Competitive Edge
Book
09/2006
Berrett-Koehler
€22.00
Shipment within 3-4 weeks
Content
- Intro
- Contents
- Foreword
- Acknowledgments
- Introduction: On-Brand or Off-Brand
- Part I: Linking the Big World of Branding to Customer Service
- 1 The Branding Imperative
- 2 Generic Customer Service Isn't Enough Anymore
- 3 Road Map to Branded Customer Service
- Part II: Embedding On-Brand Service into Your Organizational DNA
- 4 Defining Your Brand DNA
- 5 Brand Power Tools: Likability, Reinforcement, and Consistency
- 6 Culture Change: The Bedrock of Brand Development
- 7 Communicating to Ensure Brand Resonance
- 8 Internal Word of Mouth: The Role of Brand Champions
- 9 Human Resources: The Window to the Corporate Soul
- Part III: The Branded Customer Service Toolbox
- 10 Great Brands Are Supported from Within: The Role of Management
- 11 Selling in a Branded World: Linking Your Brand Proposition to Your Sales Messages
- 12 The Toolbox of On-Brand Exercises
- Final Thoughts
- Notes
- Bibliography
- Index
- A
- B
- C
- D
- E
- F
- G
- H
- I
- J
- K
- L
- M
- N
- O
- P
- Q
- R
- S
- T
- U
- V
- W
- Y
- Z
- About the Authors
