Keeping Promises


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  • Keeping Promises

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