Branded customer service : the new competitive edge / by Janelle Barlow and Paul Stewart.
By: Barlow, Janelle.
Contributor(s): Stewart, Paul.Publisher: San Francisco, Calif. : Berrett-Koehler, c2006Description: xii, 259 p. : ill., charts ; 23 cm.ISBN: 1576754049 (pbk.); 9781576754047 (pbk.); 1576752984 (hbk.); 9781576752982 (hbk.).Subject(s): Brands | Marketing | Customer serviceOnline resources: Download as an eBook
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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.
Describes ideas, research, strategies and techniques to help understanding and delivery of brand through service. Outlines how branding for a product is different to a service and fully integrate it in to the customer service experience. Provides a toolbox of practical ideas on how to deliver a service that is aligned to the brand.