Contents: 1. Foreword; 2. Introduction; 3. The branding imperative; 4. Generic customer service isn't enough anymore; 5. Road map to branded customer service; 6. Defining your brand DNA; 7. Brand power tools: Likability, reinforcement, and consistency; 8. Culture change: The bedrock of brand development; 9. Communicating to ensure brand resonance; 10. Internal word of mouth: The role of brand champions; 11. Human resources: The window to the corporate soul; 12. Great brands are supported from within: the role of management; 13. Selling in a branded world: Linking your brand proposition to your sales messages; 14. The toolbox of on-brand exercises; 15. Final thoughts; 16. Notes; 17. Bibliography; 18. Index.
Customer Relationship Management provides easy-to-apply solutions and strategies for establishing meaningful bonds with your customers and turning them into reliable, lifelong partners..
