Services - Customer promise development

A customer promise is the glue that holds all elements of your customer strategy together

What is a customer promise?

A customer promise is not an advertising strapline. It is a description of what your customers can expect from your organisation over the coming years. Its purpose is to keep the organisation on track. It should drive executive investment decisions; align employee behaviour; provide a blueprint for managing performance, priority setting and coaching; shape the design of new products, services, processes and technology. It should be aspirational. If you can deliver it today, your Promise is not ambitious enough.

Developing your promise

Your promise should be developed from a profound understanding of target customers and what they really value, both now and in future. It should also be shaped by strengths and the heritage – the DNA – that already exist within the organisation. As with other strategic decisions, senior management will shape and approve the promise and demonstrate its importance by using it to communicate the company’s priorities. Development should always involve some lengthy, robust debate, but what should result is a clear statement of what your company will be known for over the coming years. Your promise should be aspirational, trustworthy and at the same time achievable in order to create a solid foundation for the implementation of your CX strategy.

Making an emotional connection

Your customer promise should be unique to you. It should enable your organisation to make an emotional as well as a functional connection with customers, helping you put your business beyond the reach of competitors. We know ‘satisfied’ customers often leave so the test for any promise is does it move your target customers beyond ‘satisfaction’ to ‘advocacy’?

Discover more

If you would like to discover more about how cp2experience, a customer experience consulting and training company, could help you shape and deliver your organisation’s customer experience, contact us today:

+44 (0)1932 590282 or email

Other services

Customer experience health check Customer insight Customer promise development Customer experience design Organisational alignment Bespoke training & coaching Internal communication Motivational speakers, workshops & events Digital & creative solutions Measurement

Our clients

Our experience covers both b2b and b2c across retail, telecoms, financial services, hospitality, transportation, business services and technology sectors in the UK and overseas. Here are some of the clients we have worked with.