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Overview
In Branded Customer Service they link the dynamics of customer service with the psychology of brand to show how organizations can turn their service delivery into a powerful tool for establishing and maintaining a distinct brand identity. An integrated brand needs to be expressed through every aspect of the company's organizational culture -- especially the human exchange of customer service. Branded Customer Service breaks new ground by showing how to take a defined and identifiable brand and bring it to life through service delivery.Synopsis
The author of the bestselling "A Complaint Is a Gift" explores building band equity through enhanced and focused customer service.
Library Journal
Barlow (A Complaint Is a Gift ) and Stewart (chief economist, ANZ Banking Group) are both affiliated with the international consulting group TMI. Here they link two concepts rarely discussed in concert: branding, which has typically been the talk of marketers, and customer service, traditionally part of a company's operations function. As a result, dealing with service representatives can disappoint customers, whose expectations are usually defined by advertisements or promotions. The authors argue that a brand is a very special thing that touches people at an emotional level-and their feelings can be instantly destroyed when the experience falls short of the promise. The book shows how to start the process of making sure that all employees in an organization-especially those who will interact with customers-really understand what their brand is about and how it should be reflected in their service. Books providing greater context on this subject include Marc Gobe and Sergio Zyman's Emotional Branding and Douglas Atkin's The Culting of Brands. Nevertheless, corporate libraries, business schools, and general circulation/ public libraries with extensive marketing or business sections should consider.-Stephen E. Turner, Turner & Assocs., San Francisco Copyright 2004 Reed Business Information.