Branded Customer Service: The New Competitive Edge
Branded Customer Service: The New Competitive Edge
ISBN: 1576752984
EAN: 2147483647
EAN: 2147483647
Year: 2006
Pages: 134
Pages: 134
Authors: Janelle Barlow, Paul Stewart
- 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
EAN: 2147483647
Year: 2006
Pages: 134
Pages: 134
Authors: Janelle Barlow, Paul Stewart