By Duane Knapp
Model procedure specialist and Fortune 500 advisor Duane Knapp offers his mystery formulation for turning into a model that gives you on its promise, exhibiting the best way to make definitely the right promise, the way to continue it-and how pleasing that promise will flip any enterprise into person who humans will respect, belief, and help for years to come.Knapp explains the stairs for locating and forming a high-quality promise, and exhibits the right way to enforce 3 key ideas that be sure enterprise good fortune. First-hand case reviews and compelling interviews of profitable company leaders illustrate easy methods to placed those techniques into motion.
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Model method specialist and Fortune 500 advisor Duane Knapp offers his mystery formulation for turning into a model that can provide on its promise, displaying the right way to make the precise promise, easy methods to retain it-and how pleasant that promise will flip any company into one who humans will recognize, belief, and help for future years.
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Additional resources for The Brand Promise: How Ketel One, Costco, Make-A-Wish, Tourism Vancouver, and Other Leading Brands Make and Keep the Promise That Guarantees Success
The vast majority of them never saw the next holiday shopping season. Why? Because they found out too late that once a promise was made, people expected them not only to keep it but make good on it as well if the promise was broken. Internet companies were not alone in the unfulfilled promise department. Many companies fail to provide personal service when it is needed most. How easy is it to contact a real “live” empowered, decision-making customer service representative on the weekends? It is the experience—the interaction between customers and the company—that shapes and drives brand perceptions, attitudes, and buying decisions.
This executive survey, along with Tony’s earlier research, Showed that associate perceptions of managers’ behavioral integrity—the extent to which they kept promises and lived by their professed values—had strong bottom-line consequences. The executives I spoke with agreed with that conclusion. 1 Tony concluded that, Behavioral integrity forms a foundation for trust and interpersonal warmth and loyalty. It builds credibility and leads to a personal reputation. By creating predictability, it enables others to predict your judgments and to act on reliable, accurate information.
The most important promise signal can be an organization’s commitment to how they make the customers feel when they have a product or service problem or need help. Ace Hardware is a good example of the value of a no-hassle guarantee. When I return an item to Ace, I’m never made to feel bad, nor do I get a hassle. In fact, Ace makes customers feel just as good about the return as they did about the original purchase. This is a service signal. Ace is actually a cooperative of 4,600 stores owned primarily by individual operators, and the company has recently enjoyed great success.