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Branded Customer Service

Best Seller
Branded Customer Service by Janelle Barlow
Paperback $22.95
Sep 10, 2006 | ISBN 9781576754047

Also available from:

  • Sep 10, 2006 | ISBN 9781576754047

    Also available from:

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Product Details

Praise

“Branded Customer Service packs the punches about really great customer service. It gives the reader an insight into how to differentiate through service and how to win. If you are really committed to getting the most out of your brand, read this book!”
—Mark Bergdahl, CEO, Customer Intimacy, Limited

“Any business that applies the on-brand ideas in this easy-to-read book will create a significant competitive advantage by converting its customers into apostles who will preach the gospel in the marketplace for that company.”
—Dr. Tony Alessandra, author of Collaborative Selling and The Platinum Rule

“Barlow and Stewart have told the stories of some great customer service companies that have set the benchmark for their respective industries in building and delivering great brand promises. They get to the very essence of these customer service branding strategies by telling the how and why. A great read for anyone who is interested in customer service differentiation.”
—Ralph Norris, Managing Director and CEO, Air New Zealand, Limited

“Barlow and Stewart reveal the secret of consumer loyalty. Consumers and companies alike should rejoice at the insights they offer.”
—Rod Oram, business commentator

“I’ve always found effective branding to be as difficult to articulate as it is to do. For me it is a complex mix of creating an external perception that is also an internal reflection of who you are and what you stand for. Branded Customer Service is a great practical read for others who similarly wrestle with such concepts. It passed the get-real test for me and is certainly on-brand for what I want from TMI.”
—Barbara Chapman, Head of Retail Banking and Marketing, ASB Bank

“The future of branding is here now, and it requires a complete reassessment of your communication. This book opens your eyes to how simple it can be to assess and how powerful it can be to fix your branded customer service. This new level of brand building can become a long-term competitive advantage for your company."
—Jim Wagner, Senior Vice President, Mattel

“All too often we assume that branding is purely through the eyes of the customer. This book creates a refreshing perspective that our staff are the key to a successful brand. A straightforward and powerful interpretation using some great examples.”
—Nigel Roberts, Managing Director, Langham Hotel, Hong Kong

“Extraordinary review and junction of branding approaches in the fields of products and services. This work can be done only by coop- eration between practitioners on both sides of the table—branding products and branding services. Barlow and Stewart show how to brand services to match your brand promises.”
—Uros Mocnik, General Manager, Business Knowledge, Croatia

“Branded Customer Service provides a road map to genuinely trans- form the customer experience that is accessible to all people within organizations—the concepts, language, and examples make sense whether you are a CEO or someone interacting with the customer moment by moment.”
—Sonia Stojanovic, Head of Cultural Transformation, ANZ Banking Group

Table Of Contents

Acknowledgments
Introduction: On-Brand or Off-Brand

Part I: Linking the Big World of Branding to Customer Service
1 The Branding Imperative
2 Generic Customer Service Isn’t Enough Anymore
3 Road Map to Branded Customer Service

Part II: Embedding On-Brand Service into Your Organizational DNA
4 Defining Your Brand DNA
5 Brand Power Tools: Likability, Reinforcement, and Consistency
6 Culture Change: The Bedrock of Brand Development
7 Communicating to Ensure Brand Resonance
8 Internal Word of Mouth: The Role of Brand Champions
9 Human Resources: The Window to the Corporate Soul

Part III: The Branded Customer Service Toolbox
10 Great Brands Are Supported from Within: The Role of Management
11 Selling in a Branded World: Linking Your Brand Proposition to Your Sales Messages
12 The Toolbox of On-Brand Exercises
Final Thoughts
Notes
Bibliography
Index
About the Authors

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