The Branded Customer Service Tool-Kit contains the following materials and resources to help your organization align your management processes, practices, and service-related systems to create an organizational culture which supports the delivery of on-brand service.

	Introducing Service Management Systems An overview and in-depth explanation of this sector of the pathway, including objectives, key principles and resources available within the tool-kit.
	Leader Guide - Managing for On-Brand Performance 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.
	Sample Workbook – Managing for On-Brand Performance 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.
	Presentation Slides – Managing for On-Brand Performance A full set of powerpoint visual aids to be used in related workshops and presentations. Mix, match and customize to suit your needs.
	Templates and Samples – Managing for On-Brand Performance Additional template resources to support specific activities in workshops.  In addition to the sample provided, they are also made available in electronic form for easy reproduction.
	Visual Aid – Business Connection Model Large, high-impact reproductions of key models and diagrams that pertain to this sector of the pathway. Ideal for workshops, presentations, meetings and discussions.
	Leader Guide - Recruiting On-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.
	Sample Workbook – Recruiting On-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.
	Presentation Slides – Recruiting On-Brand A full set of powerpoint visual aids to be used in related workshops and presentations. Mix, match and customize to suit your needs.
	Templates – Recruiting On-Brand Additional template resources to support specific activities in workshops.  In addition to the sample provided, they are also made available in electronic form for easy reproduction.
	Leader Guide - Empowerment for On-Brand Service 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.
	Sample Workbook – Empowerment for On-Brand Service 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.
	Presentation Slides – Empowerment for On-Brand Service A full set of powerpoint visual aids to be used in related workshops and presentations. Mix, match and customize to suit your needs.
	Leader Guide - On-Brand Service Recovery 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.
	Sample Workbook – On-Brand Service Recovery 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.
	Presentation Slides – On-Brand Service Recovery A full set of powerpoint visual aids to be used in related workshops and presentations. Mix, match and customize to suit your needs.
	Visual Aids – Service Management Systems Large, high-impact reproductions of key models and diagrams that pertain to this sector of the pathway. Ideal for workshops, presentations, meetings and discussions
	Activity Cards – Service Management Systems 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.

The Branded Customer Service Tool-Kit contains four workshops for managers and specialists within the organization. Each workshop provides knowledge, skills, and tools to support the four service management perspectives.

They do not cover every dilemma or contingency that organizational leaders must consider. However, we believe that they go a long way in assisting managers to better understand the consequences that their actions and decisions have on the organizational culture and the style of service that is ultimately delivered to customers by their staff.

All workshops are in a modular format that are divided into sections.

Recruiting On-Brand Workshop

Getting the right people on-board for an organization’s brand provides a significant advantage. And keeping them onboard in the early stages is about ensuring that the employee experience aligns to their expectations about the workplace. On-brand recruitment addresses both the issues of attraction and retention of staff in relation to the culture and brand of the organization.

The Recruiting On-Brand Workshop covers: 

• Setting The Scene – understanding our brand promise and values, and establishing the relationship between expectations and experience
• Attraction – developing job roles and advertisements to attract potential employees who fit with the brand, and how to brief third-party agencies recruiting on the organization’s behalf
• Selection – preparing for interviews to ensure what is offered and what is expected in relation to the brand is clear 
• Induction – ensuring the early experiences of new employees is on-brand 
• Conclusion – bringing it all together, reviewing the recruitment process, and taking action

Empowerment for On-Brand Service Workshop

Having made it clear “what is important”, the next challenge for managers is to get out of the way, as much as possible, while staff get on and do it. Branded customer service requires authentic and engaging human interactions between staff and customers, so creating an environment with space and freedom to operate is a key to unleashing the potential of staff.

The Empowerment for On-Brand Service Workshop covers:

• Setting The Scene – introduction to the concepts of empowerment, the purpose and benefits for an on-brand organization 
• Facing Empowerment Fears – the underlying negative emotions that go hand in hand with empowerment, and how to overcome them 
• The Road to Empowerment – how to empower staff, set boundaries within which staff can operate, inspire them to be empowered, and manage the environment
• Wrap-up – pulling it all together and developing actions

Managing for On-Brand Performance Workshop

Ensuring that leadership and management practices within the organization are aligned with the brand is a critical component in the pathway to creating an on-brand service culture. Managers need to actively demonstrate to staff that what they say and do is aligned to expectations that both customers and staff have of the brand.

The Managing for On-Brand Performance Workshop covers:

• Setting the Scene – the importance of leadership and management to an on-brand organization
• About Brand – an introduction to brands and their relationship to the strategies of the organization 
• Defining Behaviors – the manager’s role in creating alignment of staff behaviors to the brand promise and personality 
• Managing Logical Connections – reviewing management practices, policies, and measures in relation to the organization’s brand 
• Managing Emotional Connections – connecting staff emotionally with the meaningful purpose and brand values of the organization, providing on-brand feedback and encouragement, and challenging off-brand behaviors 
• Wrap-up – pulling it all together and developing actions

On-Brand Service Recovery Workshop

Even the leading brand-driven organizations do not stay on-brand all the time. Sometimes service falls short of customer expectations. Regardless of whether the service experience, or sometimes the customer’s expectations are out of sync with the brand, the service recovery process provides a uniquely powerful opportunity to enhance the brand and increase customer loyalty.

The On-Brand Service Recovery Workshop covers:

Setting the Scene – the role of managers in service recovery Diagnosing a Complaint – reactions to complaints, analyzing service recovery processes, and evaluating options On-Brand Complaint Handling – dealing with written complaints, fixable and unfixable recovery situations Mandatory and Flexible Policies – Levels of empowerment around service policies when we are off-brand Wrap-up – pulling it all together and developing actions

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