Branded Customer Service: The New Competitive Edge
Berrett-Koehler Publishers, Sep 14, 2006 - Business & Economics - 264 pages
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.
What people are saying - Write a review
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
Other editions - View all
advertising airline alignment Apple Ask your staff become 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 company’s consistent consumers corporate Costco create customer experience customer service Brand defined deliver the brand developed differentiation emotional employees engage example Exercises for Managers Exercises for Staff feel ideas impact Isle’s Janelle likability look Lucaya marketing Morton Salt offer on-brand behaviors On-Brand Exercises on-brand or off-brand on-brand service organization organizational culture Paul Stewart percent Pret a Manger product or service products and services reinforce relationship relationship marketing role salespeople sell service Brand Awareness service delivery service experiences Southwest Southwest Airlines specific Star Alliance strong brand sumers tion today’s tomers touch points trust understand unique Vodafone NZ Wolff Olins