Branded Customer Service

The New Competitive Edge

Paul Stewart, Janelle Barlow

264 pages, parution le 29/10/2004

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Résumé

Branding is an integral part of modern business strategy. Here Janelle Barlow and Paul Stewart show that delivering on-brand service -service that supports and extends a company's brand -can provide enormous competitive advantage.

In Branded Customer Service they link the dynamics of customer service with the psychology of brand to show how organizations can turn their service delivery into a powerful tool for establishing and maintaining a distinct brand identity.

Branded customer service

The New Competitive Edge

Branded Customer Service shows how to:

unleash the full potential of your brand
make customer service so distinct that it has as much power as your brand idea possesses
personalize and reinforce brands through staff/customer interactions
support your brand from within by management behavior
link brand propositions to selling style and messages
imbed on-brand service into organizational DMA through human resource policies, brand champions, and culture/brand alignment
communicate internally to ensure brands resonate within organizations

An integrated brand needs to be expressed through every aspect of the company's organizational culture -especially the human exchange of customer service. Branded Customer Service breaks new ground by showing how to take a defined and identifiable brand and bring it to life through service delivery.

Sommaire

Introduction: On-Brand or Off-Brand
Part I: Linking the Big World of Branding to Customer Service
- The Branding Imperative
- Generic Customer Service Isn't Enough Anymore
- Road Map to Branded Customer Service
Part II: Embedding On-Brand Service into Your Organizational DNA
- Defining Your Brand DNA
- Brand Power Tools: Likability, Reinforcement, and Consistency
- Culture Change: The Bedrock of Brand Development
- Communicating to Ensure Brand Resonance
- Internal Word of Mouth: The Role of Brand Champions
- Human Resources: The Window to the Corporate Soul
Part III: The Branded Customer Service Toolbox
- Great Brands Are Supported from Within: The Role of Management
- Selling in a Branded World: Linking Your Brand Proposition to Your Sales Messages
- The Toolbox of On-Brand Exercises

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Caractéristiques techniques

	PAPIER
Éditeur(s)	Berrett-Koehler
Auteur(s)	Paul Stewart, Janelle Barlow
Parution	29/10/2004
Nb. de pages	264
Format	16 x 24
Couverture	Relié
Poids	545g
Intérieur	Noir et Blanc
EAN13	9781576752982
ISBN13	978-1-57-675298-2