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Synopsis
Brands are increasingly important today because they help companies create compelling points of differentiation in an increasingly competitive marketplace
Until now, most books on branding have focused just on branded products and marketing campaigns. In contrast, this book shows that delivering branded customer service―service that supports and extends companies’
brands―can be an especially distinctive and powerful competitive advantage. This book shows how to infuse an entire organization with brand values and create a recognizable style of service that reinforces brand promises and brand images. 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.
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About the Author
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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Branded Customer Service: The New Competitive Edge
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Berrett-Koehler Publishers (edition First Edition), 2004
ISBN 10: 1576752984
ISBN 13: 9781576752982
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Branded Customer Service: The New Competitive Edge
Published by
Berrett-Koehler Publishers, 2004
ISBN 10: 1576752984
ISBN 13: 9781576752982
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Branded Customer Service: The New Competitive Edge
Published by
Berrett-Koehler Publishers, 2004
ISBN 10: 1576752984
ISBN 13: 9781576752982
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BRANDED CUSTOMER SERVICE - THE
Published by
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ISBN 10: 1576752984
ISBN 13: 9781576752982
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Branded Customer Service - The New Competitive Edge
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ISBN 10: 1576752984
ISBN 13: 9781576752982
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Branded Customer Service: The New Competitive Edge
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Berrett-Koehler Publishers, 2004
ISBN 10: 1576752984
ISBN 13: 9781576752982
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Branded Customer Service: The New Competitive Edge
Published by
Berrett-Koehler Publishers, 2004
ISBN 10: 1576752984
ISBN 13: 9781576752982
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Branded Customer Service: The New Competitive Edge
Published by
Berrett-Koehler Publishers, 2004
ISBN 10: 1576752984
ISBN 13: 9781576752982
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Hardcover. Condition: New. 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. Seller Inventory # 9781576752982