Building your brand on customer service ics presentation - 25042014v2

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This document outlines a presentation on building a brand through customer service. It discusses how Africa has historically had a culture of poor customer service and mediocrity. However, customer service is important for brands and businesses. The presentation provides steps for building a brand based on customer service, including clarifying the brand promise through research, converting this into a branded customer service promise, training all staff, creating clear customer service procedures, and monitoring implementation and results. It concludes that developing branded customer service is a journey that requires planning and execution.

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Building your brand on customer service ics presentation - 25042014v2

1. 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

3. 3© Brand Integrated Consulting. Copyrighted Material – Do not distribute without permission. 3 Contents The water we are swimming in Customer service? Brand? Building a brand on customer service Parting thought

4. 4© Brand Integrated Consulting. Copyrighted Material – Do not distribute without permission. The water we are swimming in

5. 5© Brand Integrated Consulting. Copyrighted Material – Do not distribute without permission. Africa’s unstructured growth reflects a culture of mediocrity that pervades every sector, including customer service…

6. 6© Brand Integrated Consulting. Copyrighted Material – Do not distribute without permission. …and yet the continent does not think it is in crisis

7. 7© Brand Integrated Consulting. Copyrighted Material – Do not distribute without permission. Does Africa really need customer service?

9. 9© Brand Integrated Consulting. Copyrighted Material – Do not distribute without permission. 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”

10. 10© Brand Integrated Consulting. Copyrighted Material – Do not distribute without permission. 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”?

11. 11 Brand?

12. 12 A brand is a promise made and a promise kept what is a brand?

13. 13© Brand Integrated Consulting. Copyrighted Material – Do not distribute without permission. 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?

14. 14© Brand Integrated Consulting. Copyrighted Material – Do not distribute without permission. Building a brand on customer service

15. 15© Brand Integrated Consulting. Copyrighted Material – Do not distribute without permission. building a brand on customer service Clarify your unique promise through objective research 1

16. 16© Brand Integrated Consulting. Copyrighted Material – Do not distribute without permission. building a brand on customer service Convert the brand promise into a branded customer service promise 2

17. 17© Brand Integrated Consulting. Copyrighted Material – Do not distribute without permission. building a brand on customer service Convert all staff into branded customer service ambassadors 3

18. 18© Brand Integrated Consulting. Copyrighted Material – Do not distribute without permission. building a brand on customer service Convert the branded customer service promise into clear procedures 4

19. 19© Brand Integrated Consulting. Copyrighted Material – Do not distribute without permission. 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 5

20. 20© Brand Integrated Consulting. Copyrighted Material – Do not distribute without permission. parting thought 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

21. 21© Brand Integrated Consulting. Copyrighted Material – Do not distribute without permission. what is your brand of customer service?

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