Branded Customer Service

A lot of brands are frustrated. They spent huge amount of money on advertising, branding and design, yet the brand promise fails to get across to their customers. A brand that claims "Our customers are number one" fails to train their staff to deliver this. Great products, great services but lousy customer service. Brands suffer erosion rather than positive gain.When a brand's communication and delivery do not gel, the brand fails ultimately. Brand value drops.

Once in a while, we hear good news about how customer service can lift a brand to new heights. Much more effective than the millions spent on advertising and branding activities. Nick's Pizza & Pub, Zappos, Ritz Carlton and Singapore Airlines. Zappos is worth US$1billion dollars when Amazon acquired it. Zappos spent $0 in mass media advertising before the takeover. That is a billion dollar worth of tangible brand value from delivering good customer service. I find it hard to argue that great customer service is indeed a key competitive advantage for brands, especially for those in Asia where customer service has a huge gap to fill.

Some CEOs realize this but ground issues are especially sticky to handle, they are helpless. The reach and management chain works against them. Meetings and boardroom strategies take priority. It is a slippery slope.

Branded Customer Service takes a new approach at helping brands achieve its promise and potential. Here is the alternative approach. Branding and branded customer service are taught to service staff, not just to senior-middle management. Having a branded customer service training that inculcates brand values and its essence to service staff. How to effectively translate, impart and deliver the brand promise to its customer through great customer service. This is beyond the courtesy greet or 'get-your-shoes-in-2-minutes' prompt service. It is taking the brand essence and effectively imbue it. Getting your merchandise into the hands of your customers in an unique and branded way. Challenging but the results are nothing short of remarkable.
 
To learn more about Training for Branded Customer Service, write to training@ingens.sg for more details. Find out how you can do it the branded way.

Please leave your comments, if any. Image taken from Zappos.