“Never promise more than you can perform.” Publilius Syrus
Imagine if FedEx did not get your package to its target destination overnight! Would you use or recommend the service to anyone again? Probably not. As customers of products/services, we expect them to deliver on their promise. Inability to match expectations, results in unhappy customers, and more importantly, negative word of mouth publicity. Such publicity is viral in nature, can spread like wildfire, and could well mean the end of the road for your organization. Deciding to play it safe and not putting anything on the line, chances are you will never really stand out in a crowd. A fine balance has to be maintained to ensure customer satisfaction, while ensuring your organization is able to stand out in a crowd.
Look at renown brands in the market place today, notice the promises each is making. Volvo promises safety, Energizer batteries promise to last longer, Domino’s promises to get you your pizza in less than 30 minutes and Disney promises entertainment for the entire family. Each one of these companies makes a commitment, then ensures they deliver on the promise. Anyone of them, failing to consistently deliver on their promise, would not find their name on the list above. Many companies however, make big promises these days, come through initially, but are not able to make that commitment a sustainable one.
When developing your customer value proposition (CVP) and committing to increase efficiency, boost productivity or bring a smile to your customers, it is critical to lay a solid foundation to continually provide those experiences. Making big claims is the easy part, delivering on those claims is what sets the winners apart. Carefully think through promises to your clients, ensure the ability or develop the capability to deliver on those promises on an ongoing basis. Remember, all it takes is one major fall to bring down everything you have worked hard to build.