Building your brand on customer service ics presentation - 25042014v2
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1 © Brand Integrated Consulting. Copyrighted Material – Do not distribute without permission. ICS Breakfast Building Your Brand on Customer Service 25 April 2014 Tom Sitati MCIM Chartered Marketer Managing Partner
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Transcript of Building your brand on customer service ics presentation - 25042014v2
1© Brand Integrated Consulting. Copyrighted Material – Do not distribute without permission.
ICS Breakfast
Building Your Brand on Customer Service
25 April 2014
Tom Sitati MCIM Chartered MarketerManaging Partner
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Contents
The water we are swimming in
Customer service?
Brand?
Building a brand on customer service
Parting thought
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The water we are swimming in
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Africa’s unstructured growth reflects a culture of mediocrity that pervades every sector, including customer service…
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…and yet the continent does not think it is in crisis
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Does Africa really need customer service?
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Customer Service?
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Happy to bear our burderns?
Africa appears okay with bearing the historical burden of poor customer service experiences. Through history Africans have borne the burden of an “almighty” tribal chief, King, colonial master and now, post-independence Presidents…who are there to be served rather than to serve their “customers”
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Happy to bear our burderns?
Are we so used to “no service” that “good customer service” becomes a foreign concept we are not accustomed to?Do customer service practitioners need to change their approach to accommodate these unique “customers”?
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Brand?
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A brand is a promise made and a promise kept
what is a brand?
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Brand Integrated
Brand Business Levers FrameworkTM
Marketing
Staff
Product
Support
Brand Business
Optimization Statement
Is the product right for the market? does it require more innovation?
Is your culture right for the brand? are your staff selling the product right?
Are the processes and systems geared to build the brand and business? Are they right for the brand and business?
Are you engaging? saying the right things to the right people in the right manner?
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Building a brand on customer service
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building a brand on customer
service
Clarify your unique promise through objective research1
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building a brand on customer
service
Convert the brand promise into a branded customer service promise2
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building a brand on customer
service
Convert all staff into branded customer service ambassadors3
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building a brand on customer
service
Convert the branded customer service promise into clear procedures4
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building a brand on customer
service
Monitor and measure implementation of the branded customer service promise across the organization in terms of effect on clients and business results
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partingthought
branded customer
service is a journey
Every journey begins with a single step
Every journey needs a clear destination
Every journey needs a clear road map
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what is your brand of customer service?
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