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 Service is 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.Delivering good generic service can be so natural that service providers do not have to think much about it. They know their jobs, ... This is also why it is not possible to just tell your staff to go out and deliver a particular style of branded customer service. People are not innately knowledgeable about how to do that. Staff must not only ... the brand in action. In addition to being brand savvy, they must have the required skills, systems, 76 resources, and tools to help them deliver the brand.
|Title||:||Branded Customer Service|
|Author||:||Janelle Barlow, Paul Stewart|
|Publisher||:||Berrett-Koehler Publishers - 2006-09-14|