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Keeping Promises
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Keeping Promises


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    • 1. 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
    • 2. About today
      • Quick overview of the importance of making and keeping promises to customers
      • Stimulate your thinking about customer promises
    • 3. 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
    • 4. 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
    • 5. Key Characteristics
      • Clear and meaningful to the customer
      • Actionable at all points of contact
      • Indistinguishable from the brand or image presented to the public
    • 6. 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
    • 7. Customer Promise Examples
    • 8. 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.
    • 9. 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)
    • 10. 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
    • 11. What do you Promise?
    • 12. 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
    • 13. 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
    • 14. 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
    • 15. Questions? Dave Harkins VP, Strategic Services The Jackson Group 1-800-JACKSON x3374 | This presentation will available for download from our website at: