Branded Customer Service: The New Competitive Edge

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Berrett-Koehler Publishers, 2004 - Business & Economics - 259 pages
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Brands are increasingly important today because they help companies create compelling points of differentiation in an increasingly competitive marketplace. Until now, most books on branding have focused just on branded products and marketing campaigns. In contrast, this book shows that delivering branded customer service - service that supports and extends companies' brands - can be an especially distinctive and powerful competitive advantage. This book shows how to infuse an entire organization with brand values and create a recognizable style of service that reinforces brand promises and brand images. 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.
 

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Branded Customer Service : The New Competitive Edge

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Barlow (A Complaint Is a Gift ) and Stewart (chief economist, ANZ Banking Group) are both affiliated with the international consulting group TMI. Here they link two concepts rarely discussed in ... Read full review

Contents

Linking the Big World of Branding to Customer Service
15
Embedding OnBrand Service into Your Organizational DNA
93
Consistency
118
The Branded Customer Service Toolbox
169
Final Thoughts
227
Bibliography
243
About the Authors
257
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About the author (2004)

Dr. Janelle M. Barlow is an entrepreneur and author and an award-winning photographer. She is president of TMI US, partner with the multinational training and consulting organization Time Manager International.

Paul Stewart is a Professor at the University of the West of England Business School.

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