Branded Customer Service—The New Competitive Edge

Chapter 8. Internal Word of Mouth—The Role of Brand Champions

It is estimated that up to 75 percent of organizational change processes fail because of people issues. Designing a change process to brand customer service is a relatively contained process. Implementing it is long-term and ongoing. We have learned that keeping everyone interested and engaged over the long haul is at the heart of the issue to avoid failure.

While support from upper management is obviously critical, it can be seductive to understate the role that general staff play in the brand integration process. And there is no better way to jump-start this engagement than with brand champions.

The role of brand champions

The brand champion process operates much the same way that marketing ...