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