How often has a customer ‘moment of truth’ in the retail outlet turned into a relationship killer, rather than a loyalty builder? How often has a telephone response to an advertisement or direct mailing turned out to be a turn off? No matter how good the work is 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 who rely on their brand is to ensure that the whole organization, and in particular, its customer facing employees, actually “live the brand”. If a firm’s employees cannot convey a brand’s essence in everything they do on its behalf vis-à-vis customers and other stakeholders they could seriously damage their success in the market place. The crux of the book is that a 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. Therefore, perceived brand performance depends upon the degree to which these were, or were not, satisfied as a result of a customer’s interaction with the company. Hamish Pringle and William Gordon show that an organization needs to create a holistic branded delivery from the organization to the consumer to be successful. Hamish Pringle and William Gordon piece together a solid framework which allows companies to move beyond the traditional, centralised mode of ‘command and control’ into a new management space. Brand Manners gives top management a framework within which they can evaluate their customers’ expectations of their brand and set about creating a branded service culture which can consistently exceed them. The aim of the process is to develop a reputation which will generate customer loyalty, recruit new users and significantly increase profitability. The book will show how a sales force, a call centre, a shop floor and an entire boardroom can be enlisted for the benefit of the brand and the company. The result is a practical, how-to guide for application in any situation involving customer service.
Book Details:
- Author: Hamish Pringle
- ISBN: 9780470353462
- Year Published: 2001
- Pages: 334
- BISAC: BUS058000, BUSINESS & ECONOMICS/Sales & Selling / General
About the Book and Topic:
How often has a customer ‘moment of truth’ in the retail outlet turned into a relationship killer, rather than a loyalty builder? How often has a telephone response to an advertisement or direct mailing turned out to be a turn off? No matter how good the work is 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 who rely on their brand is to ensure that the whole organization, and in particular, its customer facing employees, actually “live the brand”. If a firm’s employees cannot convey a brand’s essence in everything they do on its behalf vis-à-vis customers and other stakeholders they could seriously damage their success in the market place. The crux of the book is that a 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. Therefore, perceived brand performance depends upon the degree to which these were, or were not, satisfied as a result of a customer’s interaction with the company. Hamish Pringle and William Gordon show that an organization needs to create a holistic branded delivery from the organization to the consumer to be successful. Hamish Pringle and William Gordon piece together a solid framework which allows companies to move beyond the traditional, centralised mode of ‘command and control’ into a new management space. Brand Manners gives top management a framework within which they can evaluate their customers’ expectations of their brand and set about creating a branded service culture which can consistently exceed them. The aim of the process is to develop a reputation which will generate customer loyalty, recruit new users and significantly increase profitability. The book will show how a sales force, a call centre, a shop floor and an entire boardroom can be enlisted for the benefit of the brand and the company. The result is a practical, how-to guide for application in any situation involving customer service.
A framework for moving beyond traditional management – shows how a sales force, a call centre, a shop floor and even a boardroom can all be used for the benefit of a brand When a firm’s employees convey a brand’s essence in everything they do on its behalf, they can significantly improve its market success – and make the world a better place In-depth case studies from leading companies include Tesco, Orange, Coca-Cola, Barclays, Carphone Warehouse, Pret a Manger, Ronseal, HSBC and Vauxhall
About the Author
HAMISH PRINGLE is the director of Brand Beliefs Ltd and the IPA Consultant Director of Marketing Strategy. He has previously held the posts of Vice Chairman, Director of Marketing at Saatchi Saatchi, Chairman of NABs (the communication industry charity), Chairman of the IPA Advertising Effectiveness Committee, and has been an IPA Council Member. He gained a BA in PPE from Trinity College, Oxford. He is the co-author of the best-selling Brand Spirit: How Cause Related Marketing Builds Brands. WILLIAM GORDON is Strategy Partner with Accenture (formerly Andersen Consulting), one of the world’s premier management consulting firms. He obtained a BSc in engineering at King’s College London and an AMBA Diploma in INternational Studies at London Business School. He has previously held the post of Senior Vice President at Gemini Consulting.