Six Ways to Build Your Brand Through Customer Service

When it comes to brand building, customer service is often the last and most-ignored piece of the puzzle. This is a big mistake--and big missed opportunity. Aligning customer service and your brand is an essential but under-used way to attract and retain customers, differentiate the business, and boost brand loyalty. Here are six ways we've seen to use customer service to reinforce brand identity. These methods can be used to align customer service with established brands or to build a brand through customer service.

• Establish and execute to a brand-aligned customer service intent.
• Design brand-aligned processes.
• Provide brand-aligned human-assisted service.
• Provide brand-aligned self-service.
• Use brand-aligned metrics.
• Brand-align all touch points.