Branded Customer Service The New Competitive Edge

by Barlow, Janelle

• ISBN13: 9781576754047
• ISBN10: 1576754049
• Format: Paperback
• Copyright: 2006-09-10
• Publisher: Berrett-Koehler Publishers

Summary

Written by the author of the bestselling A Complaint Is a Gift, this book is the first comprehensive practical guide to focus on branding customer service. It details how to create a definitive, recognizable style of sevice that reinforces a company's brand values every time a customer interacts with an organizational representative."Barlow and Stewart break new ground in bringing together the dynamics of customer service with the intricate connections a great brand engenders." --Kevin Roberts, CEO Worldwide, Saatchi & Saatchi

Author Biography

Janelle Barlow is Chief Executive of Branded Customer Service–the Americas and President of TMI US. Her previous books include the bestselling A Complaint Is a Gift and Emotional Value.
Paul Stewart is the Chief Executive of Branded Customer Service–Asia Pacific and Director of TMI New Zealand. He was previously chief economist for the ANZ Banking Group (NZ) Ltd.

Table of Contents

Foreword	ix
Acknowledgments	xi
Introduction: On-Brand or Off-Brand	1	(14)
Part I: Linking the Big World of Branding to Customer Service	15	(78)
1 The Branding Imperative	17	(23)
2 Generic Customer Service Isn't Enough Anymore	40	(30)
3 Road Map to Branded Customer Service	70	(23)
Part II: Embedding On-Brand Service into Your Organizational DNA	93	(76)
4 Defining Your Brand DNA	95	(23)
5 Brand Power Tools: Likability, Reinforcement, and Consistency	118	(8)
6 Culture Change: The Bedrock of Brand Development	126	(10)
7 Communicating to Ensure Brand Resonance	136	(9)
8 Internal Word of Mouth: The Role of Brand Champions	145	(12)
9 Human Resources: The Window to the Corporate Soul	157	(12)
Part III: The Branded Customer Service Toolbox	169	(60)
10 Great Brands Are Supported from Within: The Role of Management	171	(10)
11 Selling in a Branded World: Linking Your Brand Proposition to Your Sales Messages	181	(46)
12 The Toolbox of On-Brand Exercises 189 Final Thoughts	227	(2)
Notes	229	(14)
Bibliography	243	(4)
Index	247	(10)
About the Authors	257