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Brand Serve by Jagdeep Kapoor

Brand Serve by Jagdeep Kapoor

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Book Summary

In Brand Serve, Kapoor introduces 31 actionable "prescriptions" designed to enhance customer service and, by extension, brand loyalty. These prescriptions cover a wide range of topics, from basic etiquette and responsiveness to creating memorable customer experiences. The book is structured around the concept of transforming customer interactions into opportunities for brand reinforcement, encapsulated in the idea of moving from "Please" to "Thank You."

One of the key themes is the distinction between companies that proactively "Peg a Service" and those that make customers "Beg a Service." Kapoor illustrates this with real-world examples, such as customers having to repeatedly remind companies for basic services, which reflects poorly on the brand's image. He emphasizes that consistent, high-quality service is essential for building long-term customer relationships and brand equity.

About the Author

Jagdeep Kapoor is a prominent figure in Indian brand management. He is the Chairman and Managing Director of Samsika Marketing Consultants Pvt. Ltd., a leading strategic marketing consultancy. Kapoor has authored several bestsellers on branding and marketing, including 24 Brand Mantras, 27 Brand Practices, and Brand Switch. He is also a visiting faculty member at Jamnalal Bajaj Institute of Management Studies and has contributed over 1,000 articles to various publications.

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