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Aligning brand and customer service

Category: Narrative, Branding
Author: Shawn Callahan
Date Published: 30-Apr-06

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This paper describes a process for closing the gap between an organisation’s brand promises and its customer service—what Stewart and Barlow call Branded Customer Service (2004). The approach recognises the complexity inherent in the cultural change required, and is based on collecting stories from customers and staff. These stories form the basis for identifying what is really happening, and provide the material for decision-makers and designers to design interventions appropriate to the issues discovered.