How often has a companya s handling of a customera 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 a livesa 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 a
self--confidenta organisation.
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