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How to create an organizational culture that promotes brand image and builds customer loyalty
Nothing can undermine a brand's reputation or lose a customer faster than a bad customer/brand rep interaction. That's why, as the authors of this groundbreaking book clearly demonstrate, one of the biggest challenges facing top management at brand-reliant companies is to ensure that their whole organization, especially those staff members who interact directly with customers, "live the brand." With the help of case studies chronicling the success (and failure) stories of several international brand giants, the authors develop a comprehensive framework that managers can use to evaluate customer brand expectations and create a branded service culture that meets or exceeds those expectations, every time. Among other things, readers learn proven techniques for enlisting a sales force, call service, shop floor, and even the entire boardroom into doing their parts to promote brand loyalty.
Hamish Pringle (London, UK) is a Principal in Brand Beliefs, Ltd. William Gordon (London, UK) works as Partner in Strategy for Accenture, previously Andersen Consulting, in London.
Contents
Dedications.
Quotation.
Acknowledgements.
Publisher's Note.
Preface.
Foreword.
THE BRAND MANNERS BOOK OF LIFE.
'Manners Maketh Man'.
Customers - The Brand Promise and Individual Brand Manners.
Corporations - Happy Surprises.
The Tesco Story.
THE BRAND MANNERS WAY.
The Self-confident Organisation.
Brand Manners Approach.
Brand Manners in Action.
The Orange Story.
THE BRAND MANNERS IMPROVEMENT CYCLE.
Section One: Individual Behaviour.
Conditioning Creates Brands.
How Boundaries Create Self-confidence.
Making the Most of Habits.
Reducing Stress in the Organisation.
Section Two: Encounters.
Being Ready to Defend the Brand.
Minimising Corporate Distance.
Managing the Irrational.
How Trust Fits In.
Section Three: The Brand Promise.
High Tech, High Touch in Branding.
Dealing with the New Consumerism.
How Brand Problems can be Part of the Solution.
Protecting the Brand.
Section Four: 'Happy Surprises'.
How Defining Gestures Build Brands.
Really Listening Adds Real Value.
The Power of Customer Pledges.
Moments of Truth.
Section Five: 'Feeling Good'.
Defining Outstanding Customer Service.
The Importance of Under-promising and Over-delivering.
How Enabled Employees can Deliver for Customers.
Recruiting in Line with the Brand's Values.
THE BRAND MANNERS HOW-TO GUIDES.
The Chief Executive Officer.
The Marketing Director.
The Employee.
Management.
Customers.
Conclusion.
Quotation.
Bibliography.
Webography.
Index.
