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Branded Customer Service
Book

Branded Customer Service

The New Competitive Edge

Berrett-Koehler, 2004 plus...

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Editorial Rating

6

Qualities

  • Applicable
  • For Beginners

Recommendation

Delivering quality customer service with a constant, consistent brand message is a powerful way to extend a brand’s reach, say authors and consultants Janelle Barlow and Paul Stewart. When consumers have a positive experience, they buy more and become repeat customers. The book seems to posit that every nonmanufacturing aspect of IBM, Apple or Coca-Cola is about branding – but it isn't. Still, the intrepid manager who wants to provoke more customer interaction and employee involvement around the brand totem will find this book instructive. Of course, branding activities can be very effective – but, like other campaigns, they are best when executed with perspective.

Take-Aways

  • Integrated branding works best when all aspects of the brand are communicated through the corporate culture.
  • Translating brand elements into customer service is the most powerful branding tool.
  • A study of 90 global corporations found that 45% of the managers did not understand their own brand’s positioning.

About the Authors

Janelle Barlow is president of TMI and a partner in TMI International, a consulting firm with offices in 36 countries. She is also the author of A Complaint Is A Gift and Emotional Value. She regularly appears on CNBC’s NPR Marketplace. Paul Stewart is director of TMI New Zealand and the former chief economist for the ANZ Banking Group.