Overview

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.

Full Product Details

Author:   Janelle Barlow ,  Paul Stewart
Publisher:   Berrett-Koehler
Imprint:   Berrett-Koehler
Dimensions:   Width: 15.50cm , Height: 1.90cm , Length: 23.00cm
Weight:   0.468kg
ISBN:  

9781576754047

ISBN 10:   1576754049
Pages:   264
Publication Date:   10 September 2006
Audience:   Professional and scholarly ,  Professional & Vocational
Format:   Paperback
Publisher's Status:   Active
Availability:   To order  
Stock availability from the supplier is unknown. We will order it for you and ship this item to you once it is received by us.

Table of Contents

Part I: Linking the Big World of Branding to Customer Service1. The Branding Imperative2. On Brand or Off Brand? 3. Branding Basics 4. To Brand or Not to Brand 5. Generic Customer Service or Branded Customer Service? 6. Three Brand Power Tools: Likeability, Reinforcement and Consistency Part II: Imbedding On-brand Service into your Organizational DNA 7. Inside Out Branding™8. Culture Change: Myth or Possibility 9. Communicating to Ensure Brand Resonance 10. Internal Word of Mouth: the Role of Brand Champions 11. Human Resources: The Window to the Corporate Soul Part III: The Branded Customer Service Tool Box12. The Brand or the Bland: Defining Your Product or Service in the Minds of Your Staff13. Great Brands are Supported from Within: The Role of Management 14. The Theatre as Teacher in the World of Brand Deliver 15. Selling In a Branded World Linking: Your Brand Proposition to your Sales Messages

Reviews

Branded Customer Service packs the punches about really great customer service. It gives the reader an insight into how to differentiate through service and how to win. If you are really committed to getting the most out of your brand, read this book! --Mark Bergdahl, CEO, Customer Intimacy, Limited Any business that applies the on-brand ideas in this easy-to-read book will create a significant competitive advantage by converting its customers into apostles who will preach the gospel in the marketplace for that company. --Dr. Tony Alessandra, author of Collaborative Selling and The Platinum Rule Barlow and Stewart have told the stories of some great customer service companies that have set the benchmark for their respective industries in building and delivering great brand promises. They get to the very essence of these customer service branding strategies by telling the how and why. A great read for anyone who is interested in customer service differentiation. --Ralph Norris, Managing Director and CEO, Air New Zealand, Limited Barlow and Stewart reveal the secret of consumer loyalty. Consumers and companies alike should rejoice at the insights they offer. --Rod Oram, business commentator I've always found effective branding to be as difficult to articulate as it is to do. For me it is a complex mix of creating an external perception that is also an internal reflection of who you are and what you stand for. Branded Customer Service is a great practical read for others who similarly wrestle with such concepts. It passed the get-real test for me and is certainly on-brand for what I want from TMI. --Barbara Chapman, Head of Retail Banking and Marketing, ASB Bank The future of branding is here now, and it requires a complete reassessment of your communication. This book opens your eyes to how simple it can be to assess and how powerful it can be to fix your branded customer service. This new level of brand building can become a long-term competitive advantage for your company. --Jim Wagner, Senior Vice President, Mattel All too often we assume that branding is purely through the eyes of the customer. This book creates a refreshing perspective that our staff are the key to a successful brand. A straightforward and powerful interpretation using some great examples. --Nigel Roberts, Managing Director, Langham Hotel, Hong Kong Extraordinary review and junction of branding approaches in the fields of products and services. This work can be done only by coop- eration between practitioners on both sides of the table--branding products and branding services. Barlow and Stewart show how to brand services to match your brand promises. --Uros Mocnik, General Manager, Business Knowledge, Croatia Branded Customer Service provides a road map to genuinely trans- form the customer experience that is accessible to all people within organizations--the concepts, language, and examples make sense whether you are a CEO or someone interacting with the customer moment by moment. --Sonia Stojanovic, Head of Cultural Transformation, ANZ Banking Group

Branded Customer Service packs the punches about really great customer service. It gives the reader an insight into how to differentiate through service and how to win. If you are really committed to getting the most out of your brand, read this book! --Mark Bergdahl, CEO, Customer Intimacy, Limited Any business that applies the on-brand ideas in this easy-to-read book will create a significant competitive advantage by converting its customers into apostles who will preach the gospel in the marketplace for that company. --Dr. Tony Alessandra, author of Collaborative Selling and The Platinum Rule Barlow and Stewart have told the stories of some great customer service companies that have set the benchmark for their respective industries in building and delivering great brand promises. They get to the very essence of these customer service branding strategies by telling the how and why. A great read for anyone who is interested in customer service differentiation. --Ralph Norris, Managing Director and CEO, Air New Zealand, Limited Barlow and Stewart reveal the secret of consumer loyalty. Consumers and companies alike should rejoice at the insights they offer. --Rod Oram, business commentator I've always found effective branding to be as difficult to articulate as it is to do. For me it is a complex mix of creating an external perception that is also an internal reflection of who you are and what you stand for. Branded Customer Service is a great practical read for others who similarly wrestle with such concepts. It passed the get-real test for me and is certainly on-brand for what I want from TMI. --Barbara Chapman, Head of Retail Banking and Marketing, ASB Bank The future of branding is here now, and it requires a complete reassessment of your communication. This book opens your eyes to how simple it can be to assess and how powerful it can be to fix your branded customer service. This new level of brand building can become a long-term competitive advantage for your company. --Jim Wagner, Senior Vice President, Mattel All too often we assume that branding is purely through the eyes of the customer. This book creates a refreshing perspective that our staff are the key to a successful brand. A straightforward and powerful interpretation using some great examples. --Nigel Roberts, Managing Director, Langham Hotel, Hong Kong Extraordinary review and junction of branding approaches in the fields of products and services. This work can be done only by coop- eration between practitioners on both sides of the table--branding products and branding services. Barlow and Stewart show how to brand services to match your brand promises. --Uros Mocnik, General Manager, Business Knowledge, Croatia Branded Customer Service provides a road map to genuinely trans- form the customer experience that is accessible to all people within organizations--the concepts, language, and examples make sense whether you are a CEO or someone interacting with the customer moment by moment. --Sonia Stojanovic, Head of Cultural Transformation, ANZ Banking Group

Author Information

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.

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