Branded Customer Service: The New Competitive Edge
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 EdgeUser Review - Not Available - Book Verdict
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
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advertising airline alignment Apple Ask your staff become Berrett-Koehler Brand Awareness Exercises Brand Book brand champions brand delivery brand DNA brand experts brand message brand promise brand values branded customer service branded service communication consistent consumers corporate Costco create customer experience CUSTOMER SERVICE lOOlDOX defined deliver the brand developed differentiation emotional employees engage example Exercises for Managers Exercises for Staff feel human resources ideas impact internal brand Janelle Barlow likability look Lucaya ment Morton Salt offer on-brand behaviors On-Brand Exercises on-brand service organization organizational culture Paul Stewart percent position Pret a Manger product or service products and services reinforce relationship marketing role salespeople sell service delivery service experiences Southwest Southwest Airlines specific Star Alliance strong brand sumers tion tomers touch points trust understand unique Vodafone NZ Wolff Olins words Zealand