Brand Manners How to create the self-confident organisations to live the brand
How often has a company's handling of a customer's telephone call turned out to be a turn-off? How often has a customer query in the retail environment turned into a relationship-killer, rather than a loyalty-builder? No matter how good the work behind brand positioning and communication,...
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| Main Authors: | , |
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| Format: | Book |
| Language: | English |
| Published: |
Chichester
John Wiley & Sons
2003
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| Subjects: | |
| Online Access: | Click Here to View Status and Holdings. |
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Add Tag | Summary: | How often has a company's handling of a customer's telephone call turned out to be a turn-off? How often has a customer query in the retail environment turned into a relationship-killer, rather than a loyalty-builder? No matter how good the work behind brand positioning and communication, a reputation can be ruined by one poor interaction with a customer. The challenge for any brand-focused company is to ensure that the whole organisation actually 'lives' the brand. New in paperback, Brand Manners is the runaway bestseller that demonstrates why a company needs, and how it can create, a branded service culture that consistently exceeds customer expectations. Drawing on a host of major case studies, Hamish Pringle and William Gordon show how any company can align its internal and external brand values to build a 'self-confident' organisation. |
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| Item Description: | includes index |
| Physical Description: | xiv, 314 pages illustrations 23 cm |
| Bibliography: | Includes bibliographical references and index |
| ISBN: | 0471496065 |
Brand manners how to create the self-confident organisation to live the brand