Ralph Norris, Managing Director, Air New Zealand

Your brand is your reputation shaped by the myriad of experiences customers have with your organization. By creating on-brand experiences that match the expectations created through brand promises, you can not only magnify your brand, but you can build the trust of your customers - one of the most important, yet elusive dimensions of customers' relationships with organizations.

Branded Customer Service shows service organizations how to successfully leverage the power of brands which research suggests has primarily been the domain of product-based organizations. It distinguishes the array of service categories that now permeate the field, including service excellence, themed customer experiences, and "on-brand/off-brand" service. And it shows how to make smarter decisions that are brand consistent and still display their own personality.

branded customer service shows how to:

• unleash the full potential of your brand
• make customer service so distinct that it has as much power as your brand idea possesses
• personalize and reinforce brands through staff/customer interactions
• support your brand from within by management behaviour
• link brand propositions to selling style and messages
• imbed on-brand service into organizational DNA through human resource policies, Brand Champions, and culture/brand alignment
• create a customer-oriented framework by which to hire, induct, and develop staff
• communicate internally to ensure brands resonate within organizations 

Branded Customer Service cites numerous case studies to ground the learning points in real business examples. In an easy-to-read style, filled with entertaining examples of both on-brand and off-brand service, it provides inspiration and motivation for staff to reinforce the brands they represent.

The Toolbox contains numerous practical exercises and strategies for immediately integrating branded customer service into an organization.


     Nido Qubein, Chairman, Great Harvest Bread Company

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