更新时间：2020-04-29 11:24:42
封面
版权信息
Other
Other2
Foreword
Acknowledgments
Introduction On-Brand or Off-Brand
Part I Linking the Big World of Branding to Customer Service
1 The Branding Imperative
2 Generic Customer Service Isn’t Enough Anymore
3 Road Map to Branded Customer Service
Part II Embedding On-Brand Service into Your Organizational DNA
4 Defining Your Brand DNA
5 Brand Power Tools: Likability Reinforcement and Consistency
6 Culture Change: The Bedrock of Brand Development
7 Communicating to Ensure Brand Resonance
8 Internal Word of Mouth: The Role of Brand Champions
9 Human Resources: The Window to the Corporate Soul
Part III The Branded Customer Service Toolbox
10 Great Brands Are Supported from Within: The Role of Management
11 Selling in a Branded World: Linking Your Brand Proposition to Your Sales Messages
12 The Toolbox of On-Brand Exercises
Final Thoughts
Bibliography
Index
About the Authors
About Berrett-Koehler Publishers
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