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Branded Customer Service: The New Competitive Edge | 
 enlarge | Authors: Janelle Barlow, Paul Stewart
Publisher: Berrett-Koehler Publishers
Category: Book
List Price: $19.95
Buy New: $2.75
You Save: $17.20 (86%)
New (29) Used (8) from $2.75
Rating:  12 reviews
Sales Rank: 266701
Format: Illustrated
Media: Paperback
Pages: 264
Number Of Items: 1
Shipping Weight (lbs): 0.8
Dimensions (in): 8.9 x 6 x 0.7
ISBN: 1576754049
Dewey Decimal Number: 658
EAN: 9781576754047
ASIN: 1576754049
Publication Date: September 1, 2006
Availability: Usually ships in 1-2 business days
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Product Description
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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| Customer Reviews: Read 7 more reviews...
The authors got it right May 15, 2007
Robert Branson
2 out of 2 found this review helpful
Janelle Barlow and Paul Stewart got it right. Having spent my entire 30 year professional career in the services industry it was clear the book was based not only on comprehensive research but also on practical experience. Their theories and advice can and should be applied in organizations of all sizes.
The book is entertaining and convincing. The reader will be able to relate to the real life examples the authors describe. They explain in easy to understand detail how to brand your organization from the inside out, effectively defining your organizational DNA. In addition, I have seen their advice work in numerous organizations. Implementing their processes is the equivalent of a Super Bowl ad.
Branded Customer Service is not only the best brand development book I have read, it is also the best business book I have read.
A "must-read" especially for business executives January 6, 2007
Midwest Book Review (Oregon, WI USA)
2 out of 2 found this review helpful
Written by chief executives Janelle Barlow and Paul Stewart, Branded Customer Service: The New Competitive Edge is a no-nonsense guide filled with strategies, exercises, and real-world examples to teach the reader how to harness the power of branded customer service. Unbranded customer service can potentially harm one's business, even when it is of good quality; branded customer service helps foster repeat business and word-of-mouth referral, among its many other advantages. Chapters discuss how to link the world of branding to one's customer service, how to embed on-brand service into the DNA of one's organization, tips, tricks, and techniques for supporting one's brand from within, and much more. Accessible to readers of all backgrounds, Branded Customer Service is a "must-read" especially for business executives, marketers, and even small business owners with the power and need to foster lasting improvements in this dimension of their chosen enterprise.
 Clear and useful! February 6, 2006
S. Bustos Rappa
1 out of 1 found this review helpful
The authors are really clear on the differences between "generic customer service" and "branded customer service". You still get the impression that it would be difficult to apply in certain areas / industries, but it is important to take a look at what should everyone do in order to continuously support your brand promise. Worth a read!
Four Words: Go Buy This Book! March 16, 2005
Richard J. Mclafferty Jr. (Bend, Oregon)
4 out of 4 found this review helpful
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.
The missing link March 8, 2005
I. Vargas
3 out of 3 found this review helpful
Branding has been inside the marketing thinking pattern for so long that this refreshing look, coming from an innovative perspective, gives the reader an insight on the true meaning of a brand. Like every other dimension of your company, it's your people who will make it or breake it. Barlow and Stewart guide us through new models for (re)thinking and developing a brand. Having employees with "on-brand" behavior should be the main concern of every company. Read this book to learn how you can achieve it.
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