Branded customer service : the new competitive edge / by Janelle Barlow and Paul Stewart.

Format:

Book

Author/Creator:

Barlow, Janelle, 1943-

Contributor:

Stewart, Paul.

Language:

English

Subjects (All):

Customer services.

Business names.

Brand name products.

Physical Description:

1 online resource (278 p.)

Edition:

1st ed.

Place of Publication:

San Francisco, Calif. : Berrett-Koehler, 2006.

Summary:

The author of the bestselling A Complaint is a Gift, (Over 100,000 copies sold) details how to create a definitive, recognizable style of service that reinforces a companies brand values every time a customer interact with an organizational representative.

Contents:

Intro

Title Page

Copyright Page

Foreword

Acknowledgments

Introduction: On-Brand or Off-Brand

Why this book now?

What flocking birds can teach us about branded service

How to use this book

Who this book is for

Part I: Linking the Big World of Branding to Customer Service

1: The Branding Imperative

Branding: A way of doing business

Off-brand

Brands: A compelling point of differentiation

Your brand in action

Consumers "own" their brands: the case of starship

Brands are names, logos, beliefs-and experiences

The history of branding as it relates to the customer experience

Brands and their links to psychological and social benefits

Branding helps focus attention

Branding as an evolving concept

Brands hold their own attitudes

Are brands losing their power to attract?

Brand identity

Brand stories

On-brand

Strong brands make economic sense

Brand study: Apple Computer claims its defined space

The challenge of channel marketing

2: Generic Customer Service Isn't Enough Anymore

Brands deliver customers

being on-brand keeps them coming back

The heart of the challenge: delivering brands through service experiences

What you see through a service lens is what you deliver

Service moments of truth through the eyes of branding

The swell of customer dissatisfaction

Without trust in your brand, forget it!

On-brand and off-brand

Off-brand no trust

The impact of customer contact on loyalty

Customer service can be your ongoing brand reinforcer

Loyalty is behavior that grows out of an ongoing relationship

The limitations of generic customer skills training

Generic service in the airline industry

Why scripting won't work with branded customer service.

Our Lucaya brand study: a case of inspired on-brand behaviors

Our Lucaya's brand induction program

Giving the Bahamians permission to fly like swirling flocks of birds

3: Road Map to Branded Customer Service

Brand space: staff cannot deliver what they do not know

Four customer service strategies: which one is for you?

How to polish your service lens to reflect your brand promises

Two types of branded customer service

Service can be offered in a way that reinforces your product brand

Service can be branded so it is the dominant aspect of the brand

Branding with bad service: it can be done

Impact of branding your customer service

Branded customer service and themed customer service

Not everyone wants a themed customer experience

Build-A-Bear: successful themed experience

Envelop you: successful (fictionalized) branded customer service

Part II: Embedding On-Brand Service Into Your Organizational DNA

4: Defining Your Brand DNA

What is your brand DNA

Relating your brand values to the five classic dimensions of customer service

ServQual applied

Inside-out branding

TMI: an internal analysis

From time manager workshops to culture change consulting

Inside-out brand model

Three defining market challenges

Classic marketing mistakes when defining brand space

Stretch: Finding your space between brand push and pull

Signals of an on-brand culture

Human resources as a strategic brand partner

5: Brand Power Tools: Likability, Reinforcement, and Consistency

Power tool 1: Likability

Power tool 2: Reinforcement

Power tool 3: Consistency

Off-brand (AND HORRIBLE GENERIC SERVICE)

6: Culture Change: The Bedrock of Brand Development

The power of corporate culture and brands

Changing corporate cultures.

Culture change and inside-out branding

Brand study: Vodafone New Zealand

7: Communicating to Ensure Brand Resonance

Seven guidelines for managing your internal brand communication

Brand copy strategy

Writer's workshop

The outside in: your external marketing impacts your insides

8: Internal Word of Mouth: The Role of Brand Champions

The role of brand champions

Whom to nominate as brand champions

Education for brand champions

Management support for brand champions

Brand champions as monitors of on- and off-brand behavior

Brand champions as connectors

9: Human Resources: The Window to the Corporate Soul

Staff recruitment

On-brand hiring practices: Pret a Manger

Brand book

Brand study: The role of HR at the Isle of Capri Casinos

Part III: The Branded Customer Service Toolbox

10: Great Brands Are Supported from Within: The Role of Management

The brand or the bland: Defining your brand in the mind of your staff

The value of repeated communications

Using a discovery process to get the brand

What managers want and need to know about their brand

11: Selling In a Branded World: Linking Your Brand Proposition to Your Sales Messages

How relationship marketing affects branding

Relationship marketing implies knowledge about the customer

Selling creates time for reinforcing the brand

Your sales structures and systems impact the brand your customers are delivered

Consistency and on-brand selling

12: The Toolbox of On-Brand Exercises

Brand awareness exercises for staff

Brand knowledge: what are brands all about?

Brand specificity: what is unique about our brand?

Brand assessment: are we on-brand or off-brand?

Brand delivery: what does our brand look like in action?

On-brand exercises for managers

Reinforcement communication.

Brand alignment

Ensuring your sales approach and messages are on-brand

Final Thoughts

Notes

Bibliography

Index

About the Authors

About Berrett-Koehler Publishers

Be Connected.

Notes:

Includes bibliographical references and index.

ISBN:

9786612298806

9781282298804

1282298801

9781576758861

1576758869

OCLC:

646813168