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The Branded Customer Service Tool-Kit contains the following materials and resources to help educate and engage staff in the brand of the organization, and equip them to deliver on-brand customer service. |
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Introducing Brand Engagement
An overview and in-depth explanation of this sector of the pathway, including objectives, key principles and resources available within the tool-kit |
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Leader Guide - Living the Brand
A complete instructionally-designed guide for leading this workshop, step-by-step. Includes options for customization, additional activities and perspectives according to both your brand and audience. |
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Sample Workbook – Living the Brand
A full workbook that can be supplied to participants in this workshop. Also supplied electronically, so it can be replicated or customized by both content and style to best fit your needs. |
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Visual Aids – Brand Engagement
Large, high-impact reproductions of key models and diagrams that pertain to this sector of the pathway. Ideal for workshops, presentations, meetings and discussions |
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Activity Cards – Brand Engagement
A set of interactive activities to build knowledge and skills around this sector of the pathway. They can be integrated into workshops, or used independently by managers as quick exercises with staff. |
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Presentation Slides – Brand Engagement
A full set of powerpoint visual aids to be used in related workshops and presentations. Mix, match and customize to suit your needs |
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The Branded Customer Service Tool-Kit offers a series of workshop modules and other resources to infuse the essence of the brand into the mindsets of staff, and equips them with the skills and knowledge to live the brand in a meaningful and purposeful way.
Brand engagement is valuable to everyone in the organization. From the CEO, to internal support staff, through to customer service staff who directly interact with customers day-by-day, everyone has a role to play in either shaping or delivering customer service that is on-brand for the organization. Brand Engagement is organized around a Living the Brand workshop, which will be unique to the organization. Living the Brand is like a smorgasbord of learning points and exercises, and experiential activities to engage participants in the concept of branding, branded customer service, and the role they play in creating customer loyalty by delivering on-brand service.
The core Living the Brand workshop has been organized into a one-day program, but there is enormous flexibility in how it is structured and delivered. It could be delivered as a series of shorter events. And it can be expanded into a powerful and engaging two-day event. Depending upon the emphasis and focus that is appropriate for the organization and/or the specific group involved, it can be complemented with perspectives, modules, and activities from other sectors of the Branded Customer Service pathway.
Brand DNA includes a series of workshop modules to engage key decision-makers and influencers in the process. Directors, executives, and key functional areas including: strategy; marketing (and external agencies); operations; customer services; and human resources, are all key stakeholders that can provide important inputs at this critical stage. And, by being involved in the creation of the brand DNA, these groups will take greater ownership and be committed to driving the process forward.
Living the Brand
The Living the Brand experience is a modular format that is divided into the following:
- Setting the Scene – an introduction to branding, the brand experience, service delivery of brands, and customer loyalty with brands
- Branded Service – understanding the relationship between brands and customer service, and the role of staff in creating on-brand experiences
- Consumer Experience and Interaction – exploring the organization’s business purposes, brand promise, the key components of the brand, and the brand personality
- Conclusion – pulling it all together under the Brand DNA model and determining next steps
- On-Brand Service Recovery – learning about customer service practices and processes to stay on-brand when customer expectations have not been met
- Wrap-up – pulling it all together by summarizing key points and developing specific action points for staff to live the brand
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As a process to educate and engage around the organization’s brand, Living the Brand will be a new experience for many managers and staff. For others, their understanding may already be well developed, especially if they have been involved in other aspects of the branded customer service process. Regardless, Living the Brand is still a valuable experience for everyone, that helps to deepen their understanding, confidence, and commitment to the brand.
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DEFINE | MEASURE | COMMUNICATE | MANAGE | ENGAGE
LEARNING AND DEVELOPMENT
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