A Customer Promise is the experience a company’s customers can expect to consistently receive when they interact with that company. Customer Promise is much more than just the physical product they are receiving. It includes the way the transaction will work, the amount of time it will take to deliver the product, how the product will impact their life and much more.
Customer Promise is not just a tagline. It is about the whole experience they should expect to receive at every touch point in their customer journey.
How to develop your customer promise?
Understand your customers’ needs and wants and define the experience
By carrying out qualitative and quantitative research you can understand what will resonate with your customers, what they expect from you and what will leave a positive impact on them when you deliver on your promise. While qualitative research will let you empathise with your customers and see your business through their perspective, quantitative research will help you see the bigger picture.
Collaborate & Differentiate
Creating a clear Customer Promise gives your company a huge opportunity to differentiate. It’s important that people know why they would choose your company ahead of your competitors and clarity around that is vital. While you are creating the customer promise you should also think about what makes your company unique in an emotional and functional way.
Use clear, jargon-free language in the Customer Promise itself and any communications around the Customer Promise. Remember that the use of jargon creates doubt in customers and a potential loss of trust. The more trust your customers have in your Customer Promise the more likely that your business will succeed.
Try to keep it short and concise to aid internal and external understanding of your promise.
Shortlist & Decide
Create a shortlist of options. You then need to research this shortlist both internally and externally. Internally across the business in different departments and externally with customers, suppliers and partners to help with your final selection.
Lastly, choose your final customer promise – it must be simple, relatable, easy to understand and memorable. It also needs to be something that your whole company feels connected to and that they can deliver on it.
Learn More: Customer Promise