1. PowerPoint presentation
Unit 324 (CS 26): Understand the customer service environment
Handout 3: Understand the relationship between customer service and a brand

2. Understand the relationship between customer service and a brand
A brand is used by an organisation to differentiate themselves from others.
In large, international organisations a successful brand is usually instantly recognisable.
In smaller organisations the brand is built around the service and value provided.
A brand is also a specific combination of logo, words, type font, design, colours, personality, price, service, etc.
A brand is vital to successful customer service as competition in the market grows.
Outcome 2.1

3. Understand the relationship between customer service and a brand
Organisational brand
Confirms credibility
Connects customers emotionally
Creates customer loyalty
Delivers a clear message
These are the main objectives of a strong organisational brand.
Discuss with the group to check understanding.
Outcome 2.1

4. Understand the relationship between customer service and a brand
Activity 3
Complete Activity 3.
Discuss the results with your tutor and the group.
Complete Activity 3. Discuss results.
Outcome 2.2

5. Understand the relationship between customer service and a brand
A brand is a promise. With a brand, you set customer expectations. When someone buys the product or service, they count on those expectations to be fulfilled.
Brand is recognised
Customer receives expected high level of service
Customer remembers the brand and returns. Opportunity for customer to tell others
Outcome 2.3

6. Understand the relationship between customer service and a brand
Poor levels of service and value can negatively effect a brand.
A brand can also be negatively affected by word of mouth.
A successful brand can take years to build up and much less time to knock down in the event of a damaged reputation.
There are several examples of high-profile organisations that have suffered financial losses due to negative brand association.
In these instances the brand loses credibility, which in turn reduces customer trust.
Possible discussion of brands that have been negatively effected. Depends on learner knowledge of this area. This is not mandatory for this unit. Learners must only show a knowledge that a negative brand reputation can affect an organisation financially. Give out Worksheet 2.

7. Questions?