Branded Customer Service: The New Competitive Edge - Softcover

Paul Stewart, Janelle Barlow And

9781458777614: Branded Customer Service: The New Competitive Edge

Softcover

ISBN 10: 1458777618 ISBN 13: 9781458777614

Publisher: ReadHowYouWant, 2012

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By the author of the bestselling A Complaint Is a Gift (more than 100,000 copies sold) The first book to combine the dynamics of customer service with the psychology of branding-two of the most powerful concepts in business A comprehensive, practical guide that offers strategies, exercises and real-world examples of branded customer service in action 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.

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Review

"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

About the Author

Janelle Barlow is president and owner of TMI US. Her clients include Hewlett-Packard, Chevron, Exxon, Genentech, Avon Cosmetics, Kaiser Permanente Hospitals, and many others. She also sits on the board of the National Speaker's Association. For more information.Paul Stewart is a Director of TMI New Zealand, which is part of the international human-factor based business solutions company TMI International. TMI works to create Exciting Company Cultures, applying concepts in organizational development, operational processes, internal marketing and communications.He was previously chief economist for the ANZ Banking Group (NZ) Ltd. And has held key executive roles specializing in operationalizing corporate strategy through brands and organizational culture. Now he works with a range of companies in integrated brand, culture development and emotional intelligence. He also mentors and advises executives from a number of leading New Zealand organizations.

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