Branded Customer Service: The New Competitive EdgeBerrett-Koehler Publishers, 2004 - 259 páginas 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. |
Índice
Linking the Big World of Branding to Customer Service | 15 |
Embedding OnBrand Service into Your Organizational DNA | 93 |
The Branded Customer Service Toolbox | 169 |
The Toolbox of OnBrand Exercises | 189 |
Final Thoughts | 227 |
243 | |
About the Authors | 257 |
Outras edições - Ver tudo
Branded Customer Service: The New Competitive Edge Janelle Barlow,Paul Stewart Pré-visualização limitada - 2006 |
Branded Customer Service: The New Competitive Edge Janelle Barlow,Paul Stewart Pré-visualização limitada - 2006 |
Branded Customer Service: The New Competitive Edge Janelle Barlow,Paul Stewart Pré-visualização indisponível - 2006 |
Palavras e frases frequentes
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