Can Companies Keep the Customer Promise?

Can Companies Keep the Customer Promise?

Today I’m asking the question, ‘Can Organisations Keep their Customer Promise’?

My answer would be YES they can absolutely Endeavour to! But it’s all a case of how well the company values are integrated into it’s operational culture. 

We are all aware that in business it’s not a matter of IF things will go wrong. It’s more a matter of WHEN things go wrong. After all as much as we sometimes like to feel we’re the epitome of perfection , there is a harsh reality that we are all finite and at times will make mistakes.

However, I have experienced businesses that achieve success in getting it right most of the time once the proper Standard Operation Procedures, Operational Excellence Programme’s and a strategy of recovery and recourse are efficiently set up and in place.

Jet Blue is one of my favourite brands because in my experience they manage to keep their promise and in the odd occasion that something goes wrong, there is an efficient customer friendly recovery plan that is void of red tape. 

Jet Blue has a promise that I absolutely love. I’ll share it with you…
Above all else, JETBLUE Airways is dedicated to bringing humanity back into air travel’. We strive to make every part of your experience as simple and as pleasant as possible. Unfortunately, there are times when things do not go as planned. If you’re inconvenienced as a result, we think it is important that you know exactly what you can expect from us. That’s why we created our Customer Bill of rights. These Rights will always be subject to the highest level of safety and security for our customers and crew members.

Right off the bat this CP is packed with language that informs the customer that their travel experience is going to made easy, pleasant and in the event of an incident; the company has a system of recourse that informs the customer how any issues will be dealt with prior to travel. 


Last year my family and I took our summer break and chose Jet Blue as our preferred carrier. We experienced some challenges with our booking and of course because of my line of work; my service auditing brain immediately kicked in. Being quite aware of their CP because I refer to it so much in my training sessions, I decided to play devil’s advocate and put the systems to the test, secretly hoping that I’d find a gliche in the system, I began to turn the timer on so I could critique the efficiency with which it was dealt with. Don’t we all do this as customer service professionals? Come on, if there were no gliches in the system, we would be out of work! However, I must say, if I was conducting a real service audit for them, they would have passed with flying colours! 

After the issue was rectified, I asked the CSR at the counter what Jet Blue’s secret was to keeping their CP. She mentioned that before the CSR’s start the actual role they go through 3 months of extensive Customer Service Training and continuous intensive training throughout their tenure at Jet Blue. There in lies the secret to their success.

So… What is a Customer Promise?

A CP is a precise and clearly written statement that defines the unique experience you provide to your customers. Most of your customers will at sometime ask themselves: ‘What makes your company worthwhile for me and why should I choose you out of millions of other suppliers and brands?’
There are some necessary characteristics that a promise must have and I’ve highlighted some key ones for you.

Your Promise Must

  1. Be authentic and distinctive to your business and must communicate the characteristics of your company values
  2. Have a compelling and convincing benefit that makes your customers want to choose you above your competitors
  3. Set you apart from your competitors
  4. Be doable enough so you and your staff can deliver the promise every time
  5. Be backed up by all of the relevant Assurances, Standard Operating Procedures, Operational Systems, Staff Training and Recovery Strategies 
  6. Be realistic and credible taking into consideration issues that are unique to certain industries 
  7. Make mention of your companies course of recovery when things go wrong

Many organisations shy away from making a promise to their customers out of fear that they will not be able to keep it. But with some strategic thought, confidence of your companies unique qualities, awareness of your target market,  knowledge of your industries limitations, and genuine care to offer your customers the very best experience possible; you’re well on your way being able to keep your Customer Promise.

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