Branded Customer Service: The New Competitive Edge

by Janelle Barlow

Book Overview

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...

• Format: Paperback
• Language: English
• ISBN: 1576754049
• ISBN13: 9781576754047
• Release Date: September 2006
• Publisher: Berrett-Koehler Publishers
• Length: 264 Pages
• Weight: 0.90 lbs.
• Dimensions: 0.7" x 6.1" x 9.0"

Customer Reviews

Four Words: Go Buy This Book!

I have been working on a branded customer service project for a few years now, and was looking for some research or reference material when I came across this book - it was like I found my "tribe"! The authors do a brilliant job defining the concept of branded service, and offer great tools and ideas that you can use to start getting your organization "on-brand." It's easy and fun to read with real-life examples of what it's like to experience on-brand and off-brand service. If you believe that branding only belongs in the advertising or marking department - think again. It's the job of the entire organization to not only represent your brand, but to also make it come alive! Once you read this book you will never be able to look at an organization or service experience again without thinking... hmmm...was that off/on brand or what! I highly recommend this book for anyone who is working in this field, or thinking about how to gain a real competitive advantage for their organization.

it sounds obvious ... at first

After I read the first couple of chapters of Branded Customer Service, I thought, everything I am reading is true but ... isn't that obvious? Then I read some of the middle chapters and examined the exercises closely and realized that what Barlow and Stewart seem to have done is state clearly and in detail something that most people really do NOT know - not in the sense of knowing how to do it and how to create structures that support doing it - but, once they do know it, they are likely to say, but isn't that obvious? everybody knows that - except that before it was defined so clearly, we didn't know it at all - and above all, we did not have a framework for being accountable to it. We did not have a template for understanding how to create and sustain branded service, how to train people to do it again and again. So I bet a lot of readers will say, well, duh! ... and then, wait a minute ... but we have not been DOing that ... which means if we knew it at all, we knew it only as an abstract concept and not a workable plan ... although probably we didn't even know it as that ... in short, this is an incredibly practical and useful book which provides realistic ways to implement what it describes, namely, how to generate branded customer service ongoingly.

I am what I promise

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. Vincent M. Riccardi, MD, MBA, La Crescenta, CA

This book made a difference for me!

I am a small business owner, formerly with a major U.S. company. My current business offers its consulting services and products through people. It feels like Branded Customer Service was written for me, though I could have used it equally well when I was with my former employer. Authors Barlow and Stewart really hit it on the head when they say that your brand is your reputation, and that for service organizations "reputation" is basically how your staff interact with your clients/customers. It's of great value to not only receive a grounding in the essential elements of branding from this book; it's particularly useful to go through the Tool Box at the end of the book. My staff and I have already gone through several of the exercises, and while we have a way to go, we are definitely making progress on defining our business strategy through our brand position that will ultimately be delivered by our people. We've gotten buy in I never thought possible by following the approach recommended by these authors. I'd recommend this book without a moment's hesitation.

Not Enough Customers? Get Out Your Toolbox!

Whether you are gaining or losing market share, this marketing book with emphasis on excellence in customer service by being on brand throughout your organization, has the answers. Can you answer these questions: What experience does your brand give to a customer? What does the customer expect? What is delivered? What psychological needs are met? What is the personal connection between your brand and the customer? Are the service experiences aligned with the brand promises? Do your sales people understand that the way they sell is part of the brand delivery? Just ask some of your sales, marketing, and upper management these questions. If there isn't a clear brand message, you have a very useful part of this book called the Toolbox of On Brand Exercises to help you achieve On Brand Customer Service results. This separates this marketing/customer service book from all the rest. And it will probably separate your firm from the rest by growing market share with the customers you are looking for. This book has clarified my analysis of the very competitive medical device industry that I work in and given me insights on how to deliver a powerful On Brand message to my physician and hospital customers.