How To Deliver on Your Customer Promise

Your customers are the lifeblood of your company. How you make customers feel can make or break your business. 

If you want to make sure everyone in your business works together to deliver an excellent customer experience, then you need a strong customer promise. 

Keep reading to learn:

  • Why your customer promise is essential
  • How to come up with a customer promise
  • Strategies to deliver on your customer promise every time

Your Customer Promise and Why It’s Essential

A customer promise (also known as a brand promise) clearly and concisely outlines how your company defines an excellent customer experience.

For example, Disney promises its customers to “Create happiness through magical experiences.”

Disney’s statement includes the result for customers (happiness) and how they provide it (through magical experiences). 

By now, you might be wondering, “Why do I need to think through a customer promise?”

Here’s why. 

Successful businesses create trust with their customers through consistent, high-quality experiences. 

But if you don’t know what a high-quality customer experience looks like in your company, how can you (or your employees) create it?

You need a customer promise to guide your customer experience. It’s an essential part of your messaging and brand strategy.

When executed correctly, you’ll build better customer relationships and a strong brand image, which drives your bottom line.

How To Define Your Customer Promise

If you don’t have a customer promise yet, creating one is the first step. 

Your customer promise should be:

  • Simple
  • Unique 
  • Concise
  • Inspiring
  • Illustrative

In other words, you don’t need to write the great American novel. You do need to craft a statement that resonates with your team and your customer needs.

Here’s how to do it.

Defining Your Value: Find Out What Matters to Your Target Audience

Your entire marketing strategy revolves around your ideal customer (or customers). And since your customer promise outlines customer experience, that’s where you should start.

To figure out “what” your brand needs to deliver, identify your customers’ core values. 

What exactly do they care about? Efficiency? Durability? Status? Personalized care?

For example, Geico sells insurance to people who value their time and money. 

Geico’s customer promise illustrates how it delivers on that value by saving 15% or more on your car insurance in 15 minutes.

Differentiate Your Brand: Look at Your Competition

After you tell your customers “what” you can deliver, you need to specify “how.” Your “how” sets you apart from your competition.

Take a look at your competitors and figure out where you have a competitive advantage. Ask yourself, “What is our best brand strength?”

BMW prides itself on producing high-quality performance vehicles that offer superior performance. Its customers care about the driving performance and sportiness of their cars.

They sum this up in their brand promise, “The Ultimate Driving Machine.”

Strategies To Deliver on Your Customer Promise

Once you have your brand promise, you need to keep it. Without consistent action, a promise is just a line of words.

Here’s how to deliver on your brand promise every day.

Make It Official

Your customer promise needs to be an official part of your internal messaging and brand strategy.

Once it’s finalized, implement it in your vision, mission statement, and training documents. Everyone in your company, including your key stakeholders, should know your customer promise.

Get Employee Buy-In

Your employees decide whether or not your brand lives up to its promise. Employees execute marketing strategy and manage the customer experience.

It’s not enough to tell your employees your customer promise. You need them to believe in it and to buy in.

Include your brand promise starting on day one of training. And make sure you share it with all of your staff, not just customer-facing roles. 

Every department needs to understand how their work impacts the customer and how their role helps deliver on your brand promise.

Hit Every Touchpoint

A customer’s experience includes more than just speaking with a sales representative or an onboarding specialist. It’s made up of all touchpoints and interactions your customer has, including your social media, website, and product.

Your customer promise forms the core of every customer touchpoint and interaction, whether it’s your online user experience or your customer service team’s attitudes.

If you promise eco-friendly products, does your packaging keep that promise too? If you promise hassle-free service, is your website fast and easy to navigate?

Every touchpoint needs to live up to your promise. 

Walkthrough your entire customer journey, from discovery to post-sale, and ask how your brand can better deliver on your customer promise.

Happy customers are an essential ingredient to successful businesses. If you want your customers to feel good about your brand, create a customer promise and commit to keeping it. 

When you can delight your customers at every stage, be it online ordering or over-the-phone training, you’ll reap the rewards.

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andrewjackson
andrewjackson | Director, Customer Advocacy

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