Branded Customer Service

The new competittive edge

Janelle Barlow, Paul Stewart

264 pages, parution le 20/09/2006

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Résumé

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.

Branded Customer Service will help readers:

Personalize and reinforce brands through staff/customer interactions
Link brand propositions to selling style and messages
Embed on-brand service into "organizational DNA" through human resources policies, brand champions, and culture/brand alignment
Communicate internally to ensure that brands resonate within organizations.

An identifiable, attractive brand offers an enormous competitive advantage. By applying the concepts in this book, organizations can use customer service as a powerful tool for establishing and maintaining a distinct brand identity.

Sommaire

Introduction: On-Brand or Off-Brand
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
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
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)	Janelle Barlow, Paul Stewart
Parution	20/09/2006
Nb. de pages	264
Format	15 x 23
Couverture	Broché
Poids	390g
Intérieur	Noir et Blanc
EAN13	9781576754047
ISBN13	978-1-57675-404-7