Branded Customer Service: The New Competitive Edge

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Berrett-Koehler Publishers, Sep 14, 2006 - Business & Economics - 264 pages
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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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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


IntroductionOnBrand or OffBrand
Part ILinking the Big World of Branding to Customer Service
1The Branding Imperative
2Generic Customer Service Isnt Enough Anymore
3Road Map to Branded Customer Service
Part IIEmbedding OnBrand Service into Your Organizational DNA
The Window to the Corporate Soul
Part IIIThe Branded Customer Service Toolbox
The Role of Management
Linking Your Brand Proposition to Your Sales Messages
12The Toolbox of OnBrand Exercises
Final Thoughts

4Defining Your Brand DNA
Likability Reinforcement and Consistency
The Bedrock of Brand Development
7Communicating to Ensure Brand Resonance
The Role of Brand Champions
About the Authors
About BerrettKoehler Publishers
Be Connected

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About the author (2006)

Janelle Barlow is Chief Executive of Branded Customer Service–the Americas and President of TMI US. Her previous books include the bestselling A Complaint Is a Gift and Emotional Value.

Paul Stewart is the Chief Executive of Branded Customer Service–Asia Pacific and Director of TMI New Zealand. He was previously chief economist for the ANZ Banking Group (NZ) Ltd.

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