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Branded Customer Service : The New Competitive Edge

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By applying the concepts in this book, organizations can use customer service as a powerful tool for establishing and maintaining a distinct brand identity.


Branding is an integral part of modern business strategy. But while there are dozens of books on branding products and marketing campaigns, nobody has applied the logic and techniques of branding to customer service-until now.

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. Janelle Barlow and Paul Stewart show how to infuse an entire organization with brand values and create a recognizable style of service that reflects brand promises and brand images.

Branded Customer Service will help readers:

  • Personalize and reinforce brands through staff/customer interactions
  • Link brand propositions to selling style and messages
  • Embed on-brand service into "organizational DNA" through human resources policies, brand champions, and culture/brand alignment
  • Communicate internally to ensure that brands resonate within organizations.

An identifiable, attractive brand offers an enormous competitive advantage. By applying the concepts in this book, organizations can use customer service as a powerful tool for establishing and maintaining a distinct brand identity.

About the Authors

Janelle Barlow is president and owner of TMI US. Her clients include Hewlett-Packard, Chevron, Exxon, Genentech, Avon Cosmetics, Kaiser Permanente Hospitals, and many others. She also sits on the board of the National Speaker's Association.

Paul Stewart is a Director of TMI New Zealand, which is part of the international human-factor based business solutions company TMI International. TMI works to create Exciting Company Cultures, applying concepts in organizational development, operational processes, internal marketing and communications. He was previously chief economist for the ANZ Banking Group (NZ) Ltd. And has held key executive roles specializing in operationalizing corporate strategy through brands and organizational culture. Now he works with a range of companies in integrated brand, culture development and emotional intelligence. He also mentors and advises executives from a number of leading New Zealand organizations.

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