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Branded Customer Service: The New Competitive Edge [ILLUSTRATED] (Paperback)
by Janelle Barlow , Paul Stewart
Category:
Customer service, Sales & marketing, Business |
Market price: ¥ 208.00
MSL price:
¥ 168.00
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Stock:
Pre-order item, lead time 3-7 weeks upon payment [ COD term does not apply to pre-order items ] |
MSL rating:
Good for Gifts
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MSL Pointer Review:
An inspiring and thought-provoking read on using customer service as a competitive advantage. |
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Author: Janelle Barlow , Paul Stewart
Publisher: Berrett-Koehler Publishers
Pub. in: September, 2006
ISBN: 1576754049
Pages: 264
Measurements: 8.9 x 6 x 0.7 inches
Origin of product: USA
Order code: BA01472
Other information: 978-1576754047
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- MSL Picks -
Most people construe branding as merely a matter of naming and promoting, as though the brand name merely reminds you of the quality of the product or service so branded. Dr. Barlow and her colleagues have cleverly reminded us that branding is much more; that it is an active process that translates to living up to a promise. The brand is not about the product: it's about the promise. Barlow and Stewart explore the interrelatedness of the product or service and the promise; they then tie the various connections to the processes required to achieve and maintain the promise. If you promise reliability, you'd better be reliable: at all levels of the company, be it small or very large. The authors demonstrate how to identify these various levels and how to implement level-appropriate strategies. Everyone expecting to make money by providing services will increase the yield by reading this book and applying its principles.
(From quoting Vincent Riccardi, USA)
Target readers:
Anyone who’s keen to use customer service as a competitive advantage.
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Janelle Barlow is President of TMI US, partner of the multinational consulting organization, TMI International. She is a leading author, seminar leader, and international speaker. Her ability to move people to significant behavioral change is the result of decades of professional speaking. Twice awarded the prestigious "International Trainer of the Year" by TMI, she has also earned the Certified Speaking Professional (CSP) designation by the National Speakers Association, on whose national board she sits. She regularly appears as a guest on CNBC's "NPR Marketplace"
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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From publisher
Branded Customer Service breaks new ground with an assertion that brand equity is built not just through advertising and public relations, but also through the human exchange of customer service. Customer relations experts Janelle Barlow and Paul Stewart have a passion for branding and explain in practical terms how to take a defined, recognizable brand position and then make it live through delivery of service. Challenges to consistency are discussed, as well as the internal promotion of brands, the reinforcement of brands through staff and customer interactions, and how to link brands to selling styles and messages.
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View all 6 comments |
Rod Oram, USA
<2008-08-12 00:00>
Barlow and Stewart reveal the secret of consumer loyalty. Consumers and companies alike should rejoice at the insights they offer. |
Sirish Mani, USA
<2008-08-12 00:00>
This book is not only well written, it shows very clearly how to incorporate brand into service delivery. |
Mark Di Somma, USA
<2008-08-12 00:00>
This book makes a welcome stand for where brand needs to go. A wake-up call to companies worldwide. |
Bruce Scheer , USA
<2008-08-12 00:00>
Read this book for a foundation on which to base your customer service, for practical tips, and for sustainable advantages.
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View all 6 comments |
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