Branded Customer Service The New Competitive Edge [Paperback]

Branding is an integral part of modern business strategy. But while there are dozens of books on branding products and marketing campaigns, nobody has applied the logic and techniques of branding to customer service--until now.

Branded Customer Serviceis a practical guide to moving service delivery to a new level so that brand reinforcement occurs every time customers interact with organizational representatives. Janelle Barlow and Paul Stewart show how to infuse an entire organization with brand values and create a recognizable style of service that reflects brand promises and brand images.Acknowledgments
Introduction: On-Brand or Off-Brand

Part I: Linking the Big World of Branding to Customer Service
1 The Branding Imperative
2 Generic Customer Service Isn’t Enough Anymore
3 Road Map to Branded Customer Service

Part II: Embedding On-Brand Service into Your Organizational DNA
4 Defining Your Brand DNA
5 Brand Power Tools: Likability, Reinforcement, and Consistency
6 Culture Change: The Bedrock of Brand Development
7 Communicating to Ensure Brand Resonance
8 Internal Word of Mouth: The Role of Brand Champions
9 Human Resources: The Window to the Corporate Soul

Part III: The Branded Customer Service Toolbox
10 Great Brands Are Supported from Within: The Role of Management
11 Selling in a Branded World: Linking Your Brand Proposition to Your Sales Messages
12 The Toolbox of On-Brand Exercises
Final Thoughts
Notes
Bibliography
Index
About the Authors“Branded Customer Service packs the punches about really great customer service. It gives the reader an insight into how to differentiate through service and how to win. If you are really committed to getting the most out of your brand, read this book!”
—Mark Bergdahl, CEO, Customer Intimacy, Limited

“Any business that applies the on-brand ideas in this easy-to-read book will create a signils3