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ISBN: 0471496065, 9780471496069Издательство: John Wiley & Sons
Год издания: 2001
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....