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Branded Customer Service: The New Competitive Edge
Branded Customer Service: The New Competitive Edge
ISBN: 1576752984
EAN: 2147483647
Year: 2006
Pages: 134
Authors:
Janelle Barlow
,
Paul Stewart
BUY ON AMAZON
Table of Contents
BackCover
Branded Customer Service--The New Competitive Edge
Foreword
Introduction: On-Brand or Off-Brand
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
Chapter 1: The Branding Imperative
Brands: A Compelling Point of Differentiation
Your Brand in Action
The History of Branding as it Relates to the Customer Experience
Are Brands Losing Their Power to Attract?
Brand Identity
Brand Stories
Strong Brands Make Economic Sense
Brand Study: Apple Computer Claims its Defined Space
Chapter 2: Generic Customer Service Isn t Enough Anymore
Brands Deliver Customers
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
The Impact of Customer Contact on Loyalty
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
Chapter 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
Envelop You: Successful (Fictionalized) Branded Customer Service
Part II: Embedding On-Brand Service into Your Organizational DNA
Chapter 4: Defining Your Brand DNA
Relating Your Brand Values to the Five Classic Dimensions of Customer Service
Inside-Out Branding
Stretch: Finding Your Space between Brand Push and Pull
Signals of an On-Brand Culture
Human Resources as a Strategic Brand Partner
Chapter 5: Brand Power Tools: Likability, Reinforcement, and Consistency
Power Tool 2: Reinforcement
Power Tool 3: Consistency
Chapter 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
Chapter 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
Chapter 8: Internal Word of Mouth: 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
Chapter 9: Human Resources: The Window to the Corporate Soul
On-Brand Hiring Practices: Pret a Manger
Brand Study: The Role of HR at the Isle of Capri Casinos
Part III: The Branded Customer Service Toolbox
Chapter 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
Chapter 11: Selling in a Branded World: Linking Your Brand Proposition to Your Sales Messages
How Relationship Marketing Affects Branding
Your Sales Structures and Systems Impact the Brand Your Customers are Delivered
Consistency and On-Brand Selling
Chapter 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
Chapter 1: The Branding Imperative
Chapter 2: Generic Customer Service Isn t Enough Anymore
Chapter 3: Road Map to Branded Customer Service
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
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
Bibliography
Index
Index_B
Index_C
Index_D
Index_E
Index_F
Index_G
Index_H
Index_I
Index_J
Index_K
Index_L
Index_M
Index_N
Index_O
Index_P
Index_Q
Index_R
Index_S
Index_T
Index_U
Index_V
Index_W
Index_Y
Index_Z
List of Figures
List of Tables
List of On-brands and Off-brands
Branded Customer Service: The New Competitive Edge
ISBN: 1576752984
EAN: 2147483647
Year: 2006
Pages: 134
Authors:
Janelle Barlow
,
Paul Stewart
BUY ON AMAZON
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