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Branded Customer Service: The New Competitive Edge

ISBN: 1576752984
EAN: 2147483647

Year: 2006
Pages: 134

Authors: Janelle Barlow, Paul Stewart

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• 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