Narrative techniques can be applied effectively across a wide range of business issues—the more difficult the better. I’ve been recently working on how to use business narratives to align customer service with a company’s brand promise with my colleagues at BCS. Paul Stewart and Janelle Barlow (the founders of BCS) have written a great book describing the overall concept of branded customer service and this white paper describes how to use business narrative techniques to work out what is actually happening with your brand: how your customers really perceive your company and how your staff view your brand position. This knowledge is the essential starting point for better alignment.

I hope you find this useful. Let me know what you think.