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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.
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.
"synopsis" may belong to another edition of this title.
From the Back Cover:
How often has a company's handling of a customer's telephone response to an advertisement or direct mailing turned out to be a turn off? How often has a customer interaction with staff, or 'moment of truth', in the retail environment turned into a relationship-killer, rather than a loyalty-builder?
No matter how good the work behind brand positioning, marketing and communication, a reputation can be ruined by a poor interaction between a customer and a brand representative.
The challenge for any company that relies on its brand, is to ensure that the whole organisation, and in particular its customer-facing employees, actually 'live the brand'. Brand Manners shows how a company can align its internal and external brand values to build a self-confident organisation.
This book demonstrates that a company needs, and how it can create, a branded service culture that can consistently exceed customer expectations.
"I recognise the central tenet of their argument. There can be a huge improvement in business performance by applying the incredibly simple principle that good manners - good conduct, good behaviour - motivate everyone; staff, of course, but also customers, suppliers, communities - everyone. And, the improvement lasts - it's self-sustaining...I commend this book. It offers the prospect of achieving business success by making work a better place to be." From the Foreword by Terry Leahy, CEO of Tesco, UK
"Too many expositions of marketing ignore the role of company culture. The authors demonstrate that marketing can only be effective in companies that are designed from top to bottom to satisfy the customer. If you want your company to be "marketing-effective", this book should be required reading by the CEO, management and the employees." Philip Kotler, S C Johnson & Sons Distinguished Professor of International Marketing, Northwestern University, USA.
"The future of business will be driven by self-esteem marketing. Its application to branding yields Pringle and Gordon's concept of "the self-confident organisation". This book is a "how-to" guide for that future." Watts Wacker, First Matter(TM), USA
From the Inside Flap:
No matter how good the work behind brand positioning, marketing and communication, a reputation can be ruined by a poor interaction between a customer and a brand representative.
The challenge for any company that relies on its brand, is to ensure that the whole organisation, and in particular its customer-facing employees, actually 'live the brand'. Brand Manners shows how a company can align its internal and external brand values to build a self-confident organisation.
This book demonstrates that a company needs, and how it can create, a branded service culture that can consistently exceed customer expectations.
"I recognise the central tenet of their argument. There can be a huge improvement in business performance by applying the incredibly simple principle that good manners - good conduct, good behaviour - motivate everyone; staff, of course, but also customers, suppliers, communities - everyone. And, the improvement lasts - it's self-sustaining...I commend this book. It offers the prospect of achieving business success by making work a better place to be." From the Foreword by Terry Leahy, CEO of Tesco, UK
"Too many expositions of marketing ignore the role of company culture. The authors demonstrate that marketing can only be effective in companies that are designed from top to bottom to satisfy the customer. If you want your company to be "marketing-effective", this book should be required reading by the CEO, management and the employees." Philip Kotler, S C Johnson & Sons Distinguished Professor of International Marketing, Northwestern University, USA.
"The future of business will be driven by self-esteem marketing. Its application to branding yields Pringle and Gordon's concept of "the self-confident organisation". This book is a "how-to" guide for that future." Watts Wacker, First Matter(TM), USA
When a firm's employees convey a brand's essence in everything they do on its behlaf for its customers and other stakeholders, they can improve significantly their success in the market place. At the same time they can make the world a better place for themselves and their customers.
The customer's perception of the quality of service received in a given situation is almost entirely a function of their pre-existing expectations created by the brand. Perceived brand performance depends, to a large degree, on whether these expectations were, or were not, satisfied as a result of a customer's interaction with employees in the delivery of the product of the service. Hamish Pringle and William Gordon show how an oragnisation can ensure a holistic delivery of the brand.
The authors have put together a solid framework that allows companies to move beyond the traditional mode of "command and control" into a new management space, that of "self-confident" organisation. Their framework allows top management to evaluate their customers' expectations of their brand and to set about creating a branded service culture that consistently exceeds them. The aim of the process is to develop a reputation for an organisation's brand that will generate customer loyalty, recruit new users, and significantly increase profitability.
This book shows how a sales force, a call centre, a shop floor, a management team and an entire boardroom can be enlisted for the benefit of the brand and the company.
The customer's perception of the quality of service received in a given situation is almost entirely a function of their pre-existing expectations created by the brand. Perceived brand performance depends, to a large degree, on whether these expectations were, or were not, satisfied as a result of a customer's interaction with employees in the delivery of the product of the service. Hamish Pringle and William Gordon show how an oragnisation can ensure a holistic delivery of the brand.
The authors have put together a solid framework that allows companies to move beyond the traditional mode of "command and control" into a new management space, that of "self-confident" organisation. Their framework allows top management to evaluate their customers' expectations of their brand and to set about creating a branded service culture that consistently exceeds them. The aim of the process is to develop a reputation for an organisation's brand that will generate customer loyalty, recruit new users, and significantly increase profitability.
This book shows how a sales force, a call centre, a shop floor, a management team and an entire boardroom can be enlisted for the benefit of the brand and the company.
"About this title" may belong to another edition of this title.
- PublisherWiley
- Publication date2001
- ISBN 10 0471496065
- ISBN 13 9780471496069
- BindingHardcover
- Edition number1
- Number of pages300
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