Craft the promise.Deliver the feeling.Grow the value.
Brand, customer experience and strategic marketing, co-created with your teams.
Available in English, French and Dutch.
Why we do this
As Promised grows the value of your brand and business by making sure your promise is the experience your customers get.
Because when it is, the value shows up in three places:
Customers accept to pay more.
A promise that is kept earns trust, and trust earns a price premium. That is brand value turned into margin.
More customers, at a lower cost.
Satisfied customers recommend you, and recommendations bring new customers without extra advertising.
Fewer customers lost.
Loyal customers stay, so you keep the revenue you have already won.
When the promise is not kept, all three work in reverse.
Behind all three, there is an emotion. A brand is the promise of a feeling. When customers feel it at every step, they pay more, recommend you and stay. In a Harvard Business Review study of more than one million US consumers (Magids, Zorfas and Leemon, 2015), customers who were fully emotionally connected to a brand were on average 52% more valuable than customers who were only highly satisfied.1
Whether you sell to consumers or to businesses, the logic is the same.
To consumers.
The promise is kept or broken in the shop, on the website, in the delivery and at the call centre. Customers show it in their reviews, in whether they come back, and in what they accept to pay.
To businesses.
The promise is kept or broken in the account manager's follow-up, the delivery on the agreed day, the invoice, and the support when something goes wrong. Customers show it in contract renewals, in the references they give you, and in whether they accept a price above a cheaper supplier. Several people usually take part in the decision, and each one lives a different part of your promise. In business, the feeling is often confidence: that you will deliver, and that they can rely on you.
The problem we solve
Your brand says one thing. Your customers live another.
The promise is made in the campaign, on the website, in the sales pitch. It is kept, or broken, in the delivery, the call centre, the invoice, the shop, the partner who serves your customer on your behalf.
When those two drift apart, you see it in the reviews, the complaints and the customers who quietly leave. And inside the company, each team has a different idea of what you actually promise.
Most companies in this situation do not lack effort. They lack a promise everyone shares, a way to decide what to do and what to refuse, and a way to check that it is kept.
Our solutions
Three services. Each one connects the promise to what customers live.
We start from the promise, and we follow it all the way to the customer.
Everything we do starts from your brand promise: what you commit to deliver, and the feeling you want customers to have. We then follow it step by step, from strategy to the shop, the call or the invoice, to check that it is kept.
Our approachFind out where your promise holds, and where it doesn't.
Book a call and we will look together at where your promise holds and where value is lost. No obligation, no jargon.
We reply personally, in English, French or Dutch.
Sources
- 1. Magids, S., Zorfas, A. and Leemon, D. (2015). The New Science of Customer Emotions. Harvard Business Review, November 2015 (reprint R1511C). Basis for the 52% figure: study of more than one million US consumers across 30 industries; "fully connected" customers compared with "highly satisfied" customers, across nine categories.