Keeping Promises
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Keeping Promises

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Keeping Promises Keeping Promises Presentation Transcript

  • Keeping Promises How to set and meet your customer expectations NCDM Summer 2003 Quick Take Session – July 29, 2003 Dave Harkins VP, Strategic Services The Jackson Group
  • About today
    • Quick overview of the importance of making and keeping promises to customers
    • Stimulate your thinking about customer promises
  • What is a Customer Promise?
    • What the customer experiences when interacting with an organization.
    • What customers believe they’ll “get” when they do business with your organization
    • How your brand promise is executed on a tactical level
  • Why customer promises are important
    • Set the tone of your relationship with customers
    • Help to establish and support your credibility in your markets
    • Demonstrate corporate values
    • Help to put a “human face” on the company
  • Key Characteristics
    • Clear and meaningful to the customer
    • Actionable at all points of contact
    • Indistinguishable from the brand or image presented to the public
  • Types of Promises
    • Institutional
      • Broader, “brand-oriented” promises
      • Generally “implied” promises
      • Difficult to measure
      • Often deployed through taglines
      • Can be presented as part of the corporate mission or in customer service statements
    • Interactive
      • Directly stated
      • Tangible, tactical
      • Actionable by employees
      • Often “made up on the spot”
      • Can be any promise made by an employee, regardless of fit with the institutional promise
  • Customer Promise Examples
  • A few Institutional promises
    • Deployed as taglines
      • “ Like a good neighbor…”
      • “ You’re in good hands…”
      • “ Yeah, we’ve got that.”
      • “ Have it your way.”
      • “ Where do you want to go today?”
      • “ You can do it. We can help.”
    • In mission statements
      • … not to deceive our customers, partners, vendors or anyone else we deal with
      • Helpful, caring customer care representatives are ready when YOU need them
      • For you, the world.
  • And a few Interactive promises
    • Employees
      • I can have that for you tomorrow
      • If there’s any change, I’ll call you
      • There’s no charge for this
      • You’ll have no further problems with that billing error
    • Among the best…
      • Fuss-free paperwork (Less than a 1/2 page form to complete)
      • Delivery to suit you (Tell us when you want it and we’ll have it there…ok, it’s really a 2 hour time frame)
      • Continuous customer service (one person will be your point of contact from purchase through installation, and provide ongoing service)
  • The problem with Customer Promises
    • “ That’s just a marketing thing, right?”
      • No, it’s about living up to the image you present or project
      • The customer expects you to do what you say (or imply) you’ll do
    • No longer ingrained in the culture
      • Few companies have someone on staff who’s job it is to think from a customer perspective
    • Value not understood
      • Promises are so often shrugged off in the business world, keeping one (or two) is a point of differentiation
    • Inconsistently delivered
      • Not everyone lives up to his/her word, every time.
      • Unforeseen circumstance can prevent the promise from being delivered
  • What do you Promise?
  • Can you deliver on your promises?
    • Do all employees not only know, but consistently deliver the promise?
    • Do all employees believe that the customer “signs the paycheck?”
    • Do you have an infrastructure that shares information necessary to fulfill the promise?
      • Not necessarily technology
      • Training and education are key
  • Building blocks for sound Promises
    • How to set customer expectations
      • Understand your customer’s Needs, Values, and Expectations (NVEs)
      • Understand how well your business aligns to those NVEs
      • Ensure that your marketing efforts aren’t setting you up to fail—the implied promise has the same weight to the customer
      • Never make a promise, even a small one, you’re not 100% sure you can meet
    • How to meet customer expectations
      • Provide consistent top-down guidance and hand-on examples of keeping customer promises
      • Do what’s fair in times of doubt or confusion
      • Provide ongoing employee education and training to ensure everyone understand the value of customer promises
  • Top 5 promises
    • Customers expect you to keep
      • Mean what you say
      • Be consistent in what you say and how you act
      • Be courteous, respectful and fair
      • Not only listen, but hear what I’m saying
      • Stand by what you sell
  • Questions? Dave Harkins VP, Strategic Services The Jackson Group 1-800-JACKSON x3374 dharkins@jacksongroup.com | www.jacksongroup.com This presentation will available for download from our website at: www.jacksongroup.com/presentations