Table of Contents

Branded Customer Service: The New Competitive Edge
by Janelle Barlow and Paul Stewart	ISBN:1576752984
Berrett-Koehler Publishers 2004 (280 pages)
By applying the concepts in this book, organizations can use customer service as a powerful tool for establishing and maintaining a distinct brand identity.

Table of Contents
	Branded Customer Service—The New Competitive Edge
	Foreword
	Introduction	-	On-Brand or Off-Brand
	Part I - Linking the Big World of Branding to Customer Service
	Chapter 1	-	The Branding Imperative
	Chapter 2	-	Generic Customer Service Isn't Enough Anymore
	Chapter 3	-	Road Map to Branded Customer Service
	Part II - Embedding On-Brand Service into Your Organizational DNA
	Chapter 4	-	Defining Your Brand DNA
	Chapter 5	-	Brand Power Tools: Likability, Reinforcement, and Consistency
	Chapter 6	-	Culture Change: The Bedrock of Brand Development
	Chapter 7	-	Communicating to Ensure Brand Resonance
	Chapter 8	-	Internal Word of Mouth: The Role of Brand Champions
	Chapter 9	-	Human Resources: The Window to the Corporate Soul
	Part III - The Branded Customer Service Toolbox
	Chapter 10	-	Great Brands are Supported From Within: the Role of Management
	Chapter 11	-	Selling in a Branded World: Linking Your Brand Proposition to Your Sales Messages
	Chapter 12	-	The Toolbox of On-Brand Exercises
	Final Thoughts
	Notes
	Bibliography
	Index
	List of Figures
	List of Tables
	List of On-brands and Off-brands