Book description
Branded Customer Service breaks new ground with an assertion that brand equity is built not just through advertising and public relations, but also through the human exchange of customer service. Customer relations experts Janelle Barlow and Paul Stewart have a passion for branding and explain in practical terms how to take a defined, recognizable brand position and then make it live through delivery of service. Challenges to consistency are discussed, as well as the internal promotion of brands, the reinforcement of brands through staff and customer interactions, and how to link brands to selling styles and messages.
Table of contents
- Copyright
- Foreword
- Acknowledgments
- Introduction—On-Brand or Off-Brand
- About the Authors
-
I. Linking the Big World of Branding to Customer Service
-
1. The Branding Imperative
- Branding: a way of doing business
- Brands: a compelling point of differentiation
- Your brand in action
- The history of branding as it relates to the customer experience
- Are brands losing their power to attract?
- Brand identity
- Brand stories
- Strong brands make economic sense
- Brand study: Apple Computer claims its defined space
-
2. Generic Customer Service Isn't Enough Anymore
- Brands deliver customers; being on-brand keeps them coming back
- The heart of the challenge: delivering brands through service experiences
- What you see through a service lens is what you deliver
- Service moments of truth through the eyes of branding
- The swell of customer dissatisfaction
- Without trust in your brand, forget it!
- The impact of customer contact on loyalty
- The limitations of generic customer skills training
- Why scripting won't work with branded customer service
- Our Lucaya brand study: a case of inspired on-brand behaviors
-
3. Road Map to Branded Customer Service
- Brand space: staff cannot deliver what they do not know
- Four customer service strategies: which one is for you?
- How to polish your service lens to reflect your brand promises
- Two types of branded customer service
- Branding with bad service: it can be done
- Impact of branding your customer service
- Branded customer service and themed customer service
-
1. The Branding Imperative
-
II. Embedding On-Brand Service into Your Organizational DNA
- 4. Defining Your Brand DNA
- 5. Brand Power Tools—Likability, Reinforcement, and Consistency
- 6. Culture Change—The Bedrock of Brand Development
- 7. Communicating to Ensure Brand Resonance
- 8. Internal Word of Mouth—The Role of Brand Champions
- 9. Human Resources—The Window to the Corporate Soul
- III. The Branded Customer Service Toolbox
- Final Thoughts
-
Notes
- Introduction: On-Brand or Off-Brand
- Chapter 1: The Branding Imperative
- Chapter 2: Generic Customer Service Isn't Enough Anymore
- Chapter 3: Road Map to Branded Customer Service
- Chapter 4: Defining Your Brand DNA
- Chapter 5: Brand Power Tools: Likability, Reinforcement, and Consistency
- Chapter 6: Culture Change: The Bedrock of Brand Development
- Chapter 7: Communicating to Ensure Brand Resonance
- Chapter 8: Internal Word of Mouth: The Role of Brand Champions
- Chapter 9: Human Resources: The Window to the Corporate Soul
- Chapter 10: Great Brands Are Supported from Within: The Role of Management
- Chapter 11: Selling in a Branded World: Linking Your Brand Proposition to Your Sales Messages
- Chapter 12: The Toolbox of On-Brand Exercises
- Bibliography
Product information
- Title: Branded Customer Service—The New Competitive Edge
- Author(s):
- Release date: October 2004
- Publisher(s): Berrett-Koehler Publishers
- ISBN: None
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