Hamish Pringle, William Gordon
ISBN: 0-470-85610-6
Paper
334 pages
March 2003

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.

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.

A practical, how-to guide for application in any situation involving customer service.