| 1. Table of Contents |
| 2. BackCover |
| 3. Branded Customer Service--The New Competitive Edge |
| 4. Foreword |
| 5. Introduction: On-Brand or Off-Brand | Why this Book Now? |
| 6. What Flocking Birds Can Teach Us About Branded Service | What Flocking Birds Can Teach Us About Branded Service |
| 7. How to Use this Book | How to Use this Book |
| 8. Who this Book is For | Who this Book is For |
| 9. Part I: Linking the Big World of Branding to Customer Service | Chapter List Part Overview |
| 10. Chapter 1: The Branding Imperative | Branding: A Way of Doing Business |
| 11. Brands: A Compelling Point of Differentiation | Brands: A Compelling Point of Differentiation |
| 12. Your Brand in Action | Your Brand in Action Consumers Own Their Brands: the Case of Starship Brands are Names Logos Beliefsand Experiences |
| 13. The History of Branding as it Relates to the Customer Experience | The History of Branding as it Relates to the Customer Experience Brands and Their Links to Psychological and Social Benefits Branding Helps Focus Attention Branding as an Evolving Concept Brands Hold Their Own Attitudes |
| 14. Are Brands Losing Their Power to Attract? | Are Brands Losing Their Power to Attract? |
| 15. Brand Identity | Brand Identity |
| 16. Brand Stories | Brand Stories |
| 17. Strong Brands Make Economic Sense | Strong Brands Make Economic Sense |
| 18. Brand Study: Apple Computer Claims its Defined Space | Brand Study: Apple Computer Claims its Defined Space The Challenge of Channel Marketing |
| 19. Chapter 2: Generic Customer Service Isn t Enough Anymore | Overview |
| 20. Brands Deliver Customers | Brands Deliver Customers; Being On-Brand Keeps Them Coming Back |
| 21. The Heart of the Challenge: Delivering Brands Through Service Experiences | The Heart of the Challenge: Delivering Brands Through Service Experiences |
| 22. What You See Through a Service Lens is What You Deliver | professor edwardson university of new south wasles customer loyalty professor edwards university of new south wales customer loyalty professor edwardson university of new south wales books written oncustomer loyalty professor michael edwardson custoemr loyalty |
| 23. Service Moments of Truth Through the Eyes of Branding | Service Moments of Truth Through the Eyes of Branding |
| 24. The Swell of Customer Dissatisfaction | The Swell of Customer Dissatisfaction |
| 25. Without Trust in Your Brand, Forget It | Without Trust in Your Brand Forget It |
| 26. The Impact of Customer Contact on Loyalty | John Morrill How to Improve Profitability through |
| 27. The Limitations of Generic Customer Skills Training | The Limitations of Generic Customer Skills Training |
| 28. Generic Service in the Airline Industry | Generic Service in the Airline Industry |
| 29. Why Scripting Won t Work with Branded Customer Service | Why Scripting Won t Work with Branded Customer Service |
| 30. Our Lucaya Brand Study: A Case of Inspired On-brand Behaviors | Our Lucaya Brand Study: A Case of Inspired On-brand Behaviors Our Lucaya s Brand Induction Program Giving the Bahamians Permission to Fly Like Swirling Flocks of Birds |
| 31. Chapter 3: Road Map to Branded Customer Service | Overview |
| 32. Brand Space: Staff Cannot Deliver What They do Not Know | Brand Space: Staff Cannot Deliver What They do Not Know |
| 33. Four Customer Service Strategies: Which One is for You? | Four Customer Service Strategies: Which One is for You? |
| 34. How to Polish Your Service Lens to Reflect Your Brand Promises | How to Polish Your Service Lens to Reflect Your Brand Promises |
| 35. Two Types of Branded Customer Service | Two Types of Branded Customer Service |
| 36. Service Can be Offered in a Way that Reinforces Your Product Brand | Service Can be Offered in a Way that Reinforces Your Product Brand |
| 37. Service Can be Branded so it is the Dominant Aspect of the Brand | Service Can be Branded so it is the Dominant Aspect of the Brand |
| 38. Branding with Bad Service: It Can be Done | Branding with Bad Service: It Can be Done |
| 39. Impact of Branding Your Customer Service | Impact of Branding Your Customer Service |
| 40. Branded Customer Service and Themed Customer Service | Branded Customer Service and Themed Customer Service Not Everyone Wants a Themed Customer Experience Build-A-Bear: Successful Themed Experience |
| 41. Envelop You: Successful (Fictionalized) Branded Customer Service | Envelop You: Successful (Fictionalized) Branded Customer Service |
| 42. Part II: Embedding On-Brand Service into Your Organizational DNA | Chapter List Part Overview |
| 43. Chapter 4: Defining Your Brand DNA | What is Your Brand DNA |
| 44. Relating Your Brand Values to the Five Classic Dimensions of Customer Service | Relating Your Brand Values to the Five Classic Dimensions of Customer Service ServQual Applied |
| 45. Inside-Out Branding | Inside-Out Branding TMI: an Internal Analysis From Time Manager Workshops to Culture Change Consulting Inside-Out Brand Model Three Defining Market Challenges Classic Marketing Mistakes When Defining Brand Space |
| 46. Stretch: Finding Your Space between Brand Push and Pull | Stretch: Finding Your Space between Brand Push and Pull |
| 47. Signals of an On-Brand Culture | Signals of an On-Brand Culture |
| 48. Human Resources as a Strategic Brand Partner | Human Resources as a Strategic Brand Partner |
| 49. Chapter 5: Brand Power Tools: Likability, Reinforcement, and Consistency | Power Tool 1: Likability |
| 50. Power Tool 2: Reinforcement | Power Tool 2: Reinforcement |
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Authors: Barlow J. Srewart P. ISBN: 1576752984 Current page: 1 from 134 This Online library are presented on flylib.comOur library present to you materials from book Branded Customer Service(c) The New Competitive Edge. Warning! The page Table of content from this book is informational only! Do not print out this page! Do NOT SUBMIT this page as part of your website or work without confirmation from the authors. You can read the contents of the book, but we strongly recommend that you purchase. or example, you can Buy this book on Amazon.com |