- Gebundene Ausgabe: 259 Seiten
- Verlag: Mcgraw-Hill Professional (Oktober 2004)
- Sprache: Englisch
- ISBN-10: 1576752984
- ISBN-13: 978-1576752982
- Größe und/oder Gewicht: 23,6 x 16,3 x 2,5 cm
- Amazon Bestseller-Rang: Nr. 957.720 in Englische Bücher (Siehe Top 100 in Englische Bücher)
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Branded Customer Service: The New Competitive Edge
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Produktbeschreibungen
Pressestimmen
"Barlow and Stewart break new ground in bringing together the dynamics of customer service with the intricate connections a great brand engenders." - Kevin Roberts, CEO Worldwide, Saatchi & Saatchi"
Kurzbeschreibung
Brands are increasingly important today because they help companies create compelling points of differentiation in an increasingly competitive marketplace. Until now, most books on branding have focused just on branded products and marketing campaigns. In contrast, this book shows that delivering branded customer service - service that supports and extends companies' brands - can be an especially distinctive and powerful competitive advantage. This book shows how to infuse an entire organization with brand values and create a recognizable style of service that reinforces brand promises and brand images. "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.
In diesem Buch
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Einleitungssatz
Branding is one of the hottest topics in business today. Lesen Sie die erste Seite
Buchdeckel | Copyright | Inhaltsverzeichnis | Auszug | Stichwortverzeichnis | Rückseite
Branding is one of the hottest topics in business today. Lesen Sie die erste Seite
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Buchdeckel | Copyright | Inhaltsverzeichnis | Auszug | Stichwortverzeichnis | Rückseite
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13 Rezensionen
7 von 7 Kunden fanden die folgende Rezension hilfreich
This book made a difference for me!
17. November 2004
Format:Gebundene Ausgabe
I am a small business owner, formerly with a major U.S. company. My current business offers its consulting services and products through people. It feels like Branded Customer Service was written for me, though I could have used it equally well when I was with my former employer.
Authors Barlow and Stewart really hit it on the head when they say that your brand is your reputation, and that for service organizations "reputation" is basically how your staff interact with your clients/customers. It's of great value to not only receive a grounding in the essential elements of branding from this book; it's particularly useful to go through the Tool Box at the end of the book.
My staff and I have already gone through several of the exercises, and while we have a way to go, we are definitely making progress on defining our business strategy through our brand position that will ultimately be delivered by our people. We've gotten buy in I never thought possible by following the approach recommended by these authors. I'd recommend this book without a moment's hesitation.
Authors Barlow and Stewart really hit it on the head when they say that your brand is your reputation, and that for service organizations "reputation" is basically how your staff interact with your clients/customers. It's of great value to not only receive a grounding in the essential elements of branding from this book; it's particularly useful to go through the Tool Box at the end of the book.
My staff and I have already gone through several of the exercises, and while we have a way to go, we are definitely making progress on defining our business strategy through our brand position that will ultimately be delivered by our people. We've gotten buy in I never thought possible by following the approach recommended by these authors. I'd recommend this book without a moment's hesitation.
4 von 4 Kunden fanden die folgende Rezension hilfreich
Four Words: Go Buy This Book!
16. März 2005
Format:Gebundene Ausgabe
I have been working on a branded customer service project for a few years now, and was looking for some research or reference material when I came across this book - it was like I found my "tribe"!
The authors do a brilliant job defining the concept of branded service, and offer great tools and ideas that you can use to start getting your organization "on-brand." It's easy and fun to read with real-life examples of what it's like to experience on-brand and off-brand service.
If you believe that branding only belongs in the advertising or marking department - think again. It's the job of the entire organization to not only represent your brand, but to also make it come alive!
Once you read this book you will never be able to look at an organization or service experience again without thinking... hmmm...was that off/on brand or what!
I highly recommend this book for anyone who is working in this field, or thinking about how to gain a real competitive advantage for their organization.
The authors do a brilliant job defining the concept of branded service, and offer great tools and ideas that you can use to start getting your organization "on-brand." It's easy and fun to read with real-life examples of what it's like to experience on-brand and off-brand service.
If you believe that branding only belongs in the advertising or marking department - think again. It's the job of the entire organization to not only represent your brand, but to also make it come alive!
Once you read this book you will never be able to look at an organization or service experience again without thinking... hmmm...was that off/on brand or what!
I highly recommend this book for anyone who is working in this field, or thinking about how to gain a real competitive advantage for their organization.
4 von 4 Kunden fanden die folgende Rezension hilfreich
Not Enough Customers? Get Out Your Toolbox!
21. Oktober 2004
Format:Gebundene Ausgabe
Whether you are gaining or losing market share, this marketing book with emphasis on excellence in customer service by being on brand throughout your organization, has the answers. Can you answer these questions: What experience does your brand give to a customer? What does the customer expect? What is delivered? What psychological needs are met? What is the personal connection between your brand and the customer? Are the service experiences aligned with the brand promises? Do your sales people understand that the way they sell is part of the brand delivery? Just ask some of your sales, marketing, and upper management these questions. If there isn't a clear brand message, you have a very useful part of this book called the Toolbox of On Brand Exercises to help you achieve On Brand Customer Service results. This separates this marketing/customer service book from all the rest. And it will probably separate your firm from the rest by growing market share with the customers you are looking for. This book has clarified my analysis of the very competitive medical device industry that I work in and given me insights on how to deliver a powerful On Brand message to my physician and hospital customers.
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