圖書簡介• By the author of the bestselling A Complaint Is a Gift (more than 100,000 copies sold)
• The first book to combine the dynamics of customer service with the psychology of branding-two of the most powerful concepts in business
• A comprehensive, practical guide that offers strategies, exercises and real-world examples of branded customer service in action
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.
Branded Customer Service will help readers:
• Personalize and reinforce brands through staff/customer interactions
• Link brand propositions to selling style and messages
• Embed on-brand service into ""organizational DNA"" through human resources policies, brand champions, and culture/brand alignment
• Communicate internally to ensure that brands resonate within organizations.
An identifiable, attractive brand offers an enormous competitive advantage. By applying the concepts in this book, organizations can use customer service as a powerful tool for establishing and maintaining a distinct brand identity.
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