具体描述
Publisher Comments:
Branded Customer Service breaks new ground with an assertion that brand equity is built not just through advertising and public relations, but also through the human exchange of customer service. Customer relations experts Janelle Barlow and Paul Stewart have a passion for branding and explain in practical terms how to take a defined, recognizable brand position and then make it live through delivery of service. Challenges to consistency are discussed, as well as the internal promotion of brands, the reinforcement of brands through staff and customer interactions, and how to link brands to selling styles and messages.
Review:
"According to this turgid primer, service with a smile is no longer enough. With today's glut of interchangeable commodities and cynical consumers, every aspect of customer service must reinforce the brand image promulgated by the marketing department. Thus, employees of Fabulous Freddie's gas stations try to work the word 'fabulous' into every conversation with customers, while Abercrombie and Fitch hires college-age salespeople who look like their catalogue models. CNBC commentator Barlow, author of A Complaint Is a Gift, and consulting colleague Stewart, regale readers with anecdotes about snippy, sullen, ignorant sales associates who undermine brand loyalty and, worse, waiters and customer service reps whose carefully scripted cheerfulness and solicitude leave customers with a sour aftertaste of inauthenticity. Their ideal, derived from complexity theory conceits about the self-organizing behavior of flocking birds, is to get the typical high-turnover, minimum-wage service worker so imbued with the brand's essence that it emerges in spontaneous, emotionally real encounters in which 'service representatives and customers dance together in brand space.' Their suggestions include lots of human resources exercises in which employees ponder and internalize the brand messages expressed in advertising, as well as acting lessons, penmanship instruction, 'personal image and professional presence training,' humor classes, seminars in reading body language, and exhortations to 'live the brand' at work and at home. A case study of a makeover of a Bahamas resort, in which employees were instructed to translate the hotel's marketing themes into the local island patois and create their own posters, dances and songs about them, gives readers a good sense of the book's softly totalitarian approach to customer service." Publishers Weekly
Book News Annotation:
Barlow is president of a U.S.-based partner, and Stewart director of a New Zealand-based partner, of a multinational consulting organization. They offer a range of ideas, research, strategies, and techniques to facilitate the understanding and delivery of an organization's brand through service. Coverage includes the evolution and power of brands, the relationship between branding concepts and branded customer service, supporting and promoting branded customer service, and methodologies and practical ideas for delivering service that is aligned with a company's brand. For executives, marketers, HR and customer service trainers, supervisors, and customer service personnel.
Synopsis:
The author of the bestselling "A Complaint Is a Gift" explores building band equity through enhanced and focused customer service.
Book Dimension
Height (mm) 246 Width (mm) 164
作者简介
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**评价五：** 作为一名深耕市场营销多年的专业人士，我很少被一本书如此深刻地打动。这本书的独到之处在于，它将“服务”提升到了战略高度，彻底摆脱了其作为成本中心的传统定位。作者以极具说服力的论据，论证了卓越的服务体验如何直接影响股票估值、股东回报和长期市场占有率。书中关于“口碑循环”的理论构建，尤其具有颠覆性，它清晰地展示了每一个满意的客户是如何成为企业最廉价、最高效的营销部门。整本书的语言风格非常沉稳有力，充满了老派商业思想家的那种深邃感，但又用现代的案例和数据进行了佐证，实现了传统智慧与当代实践的完美融合。它不是那种读完后很快就被遗忘的快餐读物，而是那种需要被放在案头，随时翻阅，并在日常工作中反复对照的“工具书”和“思想指南”。这本书真正做到了赋予“服务”以灵魂和商业价值。
评分**评价三：** 这本书的叙事风格非常独特，它摒弃了那种典型的、略显刻板的学术腔调，转而采用了一种更具对话性和启发性的口吻。我特别欣赏作者在处理复杂概念时所展现出的那种化繁为简的功力。比如，对于“价值传递链”的剖析，书中使用了大量的比喻和生活化的场景来解释，使得那些原本可能令人望而生畏的管理学词汇，变得鲜活起来，仿佛触手可及。读起来的感受，更像是在聆听一位经验丰富、极具智慧的行业导师在茶余饭后分享他的独到见解。对于那些致力于打造差异化竞争优势的企业来说，这本书无疑提供了强大的精神支撑和可操作的框架。它强调的不是简单的“让客户满意”，而是要超越期待，创造惊喜，将每一次互动都打造成一次品牌形象的加固仪式。我甚至建议，公司所有层级的员工都应该阅读，因为它对于提升团队的整体服务意识和使命感有着潜移默化的影响。它让人意识到，优质的服务不是成本，而是最具有爆发力的利润中心。
评分**评价一：** 读完这本关于品牌建设与客户体验的著作，我的内心久久不能平静。作者以一种近乎诗意的笔触，描绘了现代商业世界中，企业如何通过精心雕琢的服务，将冰冷的产品转化为有温度的连接。书中对于“情感共鸣”的探讨，简直是教科书级别的阐述。我尤其欣赏作者对于细节的捕捉能力，那些关于一线员工培训的案例分析，没有丝毫说教的意味，反而像是一部生动的纪录片，让我身临其境地感受到了优秀服务背后的艰辛与荣耀。它不仅仅是教你如何“解决问题”，更是引导你去思考如何“创造记忆点”。翻开书页，仿佛能闻到咖啡的香气，听到电话那头真诚的问候声。这种对品牌精神内核的深度挖掘，远超出了市面上那些肤浅的“SOP手册”。如果你期待的是一套即插即用的万能公式，那这本书可能会让你失望，因为它要求的是一种思维的彻底转型，一种将服务视为生命线的哲学信仰。我开始反思我们公司现有的服务流程，那些曾经被忽略的“微小互动”，现在看来，却是构建忠诚度的关键锚点。对于任何身处服务前沿的管理者来说，这都是一本不可多得的案头宝典，它重塑了我对“服务”二字的理解。
评分**评价四：** 我发现这本书的结构设计非常精妙，它采取了一种螺旋上升的探讨方式，从宏观的品牌哲学，层层递进到微观的执行细节。特别是关于“危机公关中的服务艺术”这一章节，处理得极其到位。作者没有回避服务失败的可能性，而是将其视为品牌展现韧性和诚信的绝佳机会。书中分析了几个经典的失败案例，并展示了如何将一次潜在的灾难，转化为一次口碑逆转的绝佳时机。这种坦诚的态度，让读者感到非常信服。它告诉我们，完美的客户服务是不存在的，真正重要的是面对不完美时的反应速度和真诚度。阅读过程中，我不断地拿起笔做笔记，不是因为内容晦涩难懂，而是因为其提供的洞察实在过于精辟，需要立即记录下来以便后续整理和应用。这本书的价值在于，它不仅提供了“怎么做”的方法论，更重要的是，它深入剖析了“为什么这么做”的深层驱动力，即如何将企业文化内化为员工的本能反应。
评分**评价二：** 坦白说，我一开始对这类商业书籍抱有一种审慎的态度，毕竟市面上充斥着太多夸夸其谈的理论。然而，这本书以其扎实的市场调研和跨行业案例的广度，迅速打消了我的疑虑。它没有陷入空泛的口号之中，而是非常务实地剖析了在数字时代下，传统服务模式面临的冲击与重构路径。最让我眼前一亮的是关于“数据驱动的情感化服务”那一章。作者巧妙地将冰冷的技术指标与温暖的人文关怀结合起来，论证了如何利用大数据精准预判客户需求，从而实现“未卜先知”式的优质体验。这种前瞻性思维，让我感到作者不仅在总结过去，更是在为未来布局。行文流畅自然，逻辑链条清晰，即使是初次接触客户关系管理（CRM）领域的人，也能轻松跟进。书中引用的那些来自全球顶级公司的实践经验，提供了极其宝贵的“他山之石”，让人不得不惊叹于作者深厚的行业洞察力。它更像是一份商业战略蓝图，而不是一本简单的操作指南，值得反复研读，每一次都能从中汲取新的养分。
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