Branded Customer Service: The New Competitive Edge (Paperback)

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