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Business SalonOvations' Day Spa Techniques [Repost]
Business 7 Figure Shortcut 2011
Business Organic Chemistry by Francis A. Carey (Repost)
Business Cohomologie l-adique et Fonctions L (Lecture Notes in Mathematics) (French Edition) by A. Grothendieck (Repost)
Business "Toyota Under Fire: Lessons for Turning Crisis into Opportunity" by Jeffrey K. Liker, Timothy N. Ogden (Repost)
Business Forex Beginner’s Course
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The Lean Startup - How Today's Entrepreneurs Use Continuous Innovation to Create Radically Successful Businesses
How - Why How We Do Anything Means Everything...in Business (and in Life)
[Tutsplus] Running a Freelance Business Design (2012)
The New Business Road Test - What entrepreneurs and executives should do before writing a business plan (3rd Edition)
Business Discourse, Interpretation, Organization [Repost]
Business Poverty Mosaics: Realities and Prospects in Small-Scale Fisheries [Repost]
Business Corporate Social Responsibility: Verantwortungsvolle Unternehmensführung in Theorie und Praxis [Repost]
Tutsplus - Running a Freelance Design Business (2012)
Business Public Speaking and Presentations Demystified [Repost]
Business Umwandlungssteuerrecht: Grundlagen für Studium und Steuerberaterprüfung (Auflage: 5)
Business Natural Gas Information 2011 (Repost)
The Business of iPhone App Development - Making and Marketing Apps that Succeed
Business 7 Figure Shortcut 2011
Business Organic Chemistry by Francis A. Carey (Repost)
Business Cohomologie l-adique et Fonctions L (Lecture Notes in Mathematics) (French Edition) by A. Grothendieck (Repost)
Business "Toyota Under Fire: Lessons for Turning Crisis into Opportunity" by Jeffrey K. Liker, Timothy N. Ogden (Repost)
Business Forex Beginner’s Course
Business Sandeep Krishnamurthy, «Contemporary Research in E-marketing» (Repost)
Business William Russell Melton, "New American Expat: Thriving and Surviving Overseas in the Post-9/11 World" (Repost)
The Lean Startup - How Today's Entrepreneurs Use Continuous Innovation to Create Radically Successful Businesses
How - Why How We Do Anything Means Everything...in Business (and in Life)
[Tutsplus] Running a Freelance Business Design (2012)
The New Business Road Test - What entrepreneurs and executives should do before writing a business plan (3rd Edition)
Business Discourse, Interpretation, Organization [Repost]
Business Poverty Mosaics: Realities and Prospects in Small-Scale Fisheries [Repost]
Business Corporate Social Responsibility: Verantwortungsvolle Unternehmensführung in Theorie und Praxis [Repost]
Tutsplus - Running a Freelance Design Business (2012)
Business Public Speaking and Presentations Demystified [Repost]
Business Umwandlungssteuerrecht: Grundlagen für Studium und Steuerberaterprüfung (Auflage: 5)
Business Natural Gas Information 2011 (Repost)
The Business of iPhone App Development - Making and Marketing Apps that Succeed
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Business Branded Customer Service The New Competitive Edge
Posted on 2010-03-15
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According to this turgid primer, service with a smile is no longer enough. With today¡¯s glut of interchangeable commodities and cynical consumers, every aspect of customer service must reinforce the brand image promulgated by the marketing department. Thus, employees of Fabulous Freddie¡¯s gas stations try to work the word "fabulous" into every conversation with customers, while Abercrombie and Fitch hires college-age salespeople who look like their catalogue models. CNBC commentator Barlow, author of A Complaint Is a Gift, and consulting colleague Stewart, regale readers with anecdotes about snippy, sullen, ignorant sales associates who undermine brand loyalty and, worse, waiters and customer service reps whose carefully scripted cheerfulness and solicitude leave customers with a sour aftertaste of inauthenticity. Their ideal, derived from complexity theory conceits about the self-organizing behavior of flocking birds, is to get the typical high-turnover, minimum-wage service worker so imbued with the brand¡¯s essence that it emerges in spontaneous, emotionally real encounters in which "service representatives and customers dance together in brand space." Their suggestions include lots of human resources exercises in which employees ponder and internalize the brand messages expressed in advertising, as well as acting lessons, penmanship instruction, "personal image and professional presence training," humor classes, seminars in reading body language, and exhortations to "live the brand" at work and at home. A case study of a makeover of a Bahamas resort, in which employees were instructed to translate the hotel¡¯s marketing themes into the local island patois and create their own posters, dances and songs about them, gives readers a good sense of the book¡¯s softly totalitarian approach to customer service.
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