Pay to get something good, then get something great? Yes, please!
I mean, who would say no to that? Why would you?
The concept of “under-promise and overdeliver” sounds great, yet is a surprisingly widely debated topic in business. This approach, while arguably beneficial, has potential downsides worth considering.
Understanding the dynamic between what you promise and what you deliver is crucial for businesses aiming to build and maintain a loyal customer base.
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Overpromise & Under-Deliver: A Cautionary Tale
One thing we (hopefully) all can agree on is that overpromising and under-delivering is the unholy grail of business relations tactics.
Yet, the unhygienic practice continues, repulsing customers and getting all of our noses scrunched up in mild disgust. Not that I’m being dramatic.
A couple of examples of what NOT to do include stories about Hello Games and *gasp!* Google.
The Video Game Letdown
Launched in 2016, “No Man’s Sky” was hyped for its promise of a procedurally generated universe with 18 quintillion unique planets and multiplayer options. Talk about an amazing draw for all of us gaming space (read: Star Trek) lovers!
However, the much anticipated jump into hyperdrive ended up being more or less a shove into lackluster impulse speed when it came to actual gameplay. Upon release, to say the game was criticized for not delivering these features is putting it mildly.
The company promised a vast, procedurally generated universe but fell short at launch, leading to significant backlash. Since the release that tarnished its reputation, developers at Hello Games worked to improve the game post-launch.
Google’s Gemini AI and the Authenticity Debate
More recently (aka 2023), Google’s Gemini AI demo had everyone clapping with anticipation. Initially receiving much acclaim for the product, they later faced criticism once word got out that the demo had been 100% staged, raising questions about its authenticity.
Contrastingly, a real-time recreation using ChatGPT-4V by Greg Technology showcased more authentic interaction and transparency, underlining the importance of genuine demonstrations in technology. “It isn’t as polished, but it’s real.”
So not only did over-promising let down the release, but it made room to be out-shon by a competitor. In the race for AI, ChatGPT4 clearly pulled ahead in this lap.
Shallow and Harmful, Yet Oh So Tempting
While overpromising can get folks rushing to sign the dotted line, often the results end in eroded trust and customer dissatisfaction. This tactic, although tempting, backfires more often than not, particularly in industries where rapid advancements or plentiful replacements are commonplace.
Under-Promise & Overdeliver: The Winning Strategy? Meh.
The whole under-promise and overdeliver thing is like saying you’re gunna give someone a scoop of vanilla ice cream and then surprising them with a sundae. Sounds pretty sweet, right?
But hold on, it’s not all cherries and whipped cream. This strategy, while it can lead to some super happy customers in the moment, isn’t exactly a one-size-fits-all solution.
Chewy: A Model of Customer Delight for Our Loyal Companions
Personally one of my favorite brands to date, Chewy is renowned for its exceptional customer service, stands as a testament to the “under-promise and overdeliver” philosophy. This talk they walk has been instrumental in building a loyal customer base since the brand launched in 2011.
Yeah, they have great prices, fast delivery, and a vast selection, but what truly sets Chewy apart is its customer service. Here, employees are empowered to go above and beyond the sale for customers, such as personal touches like sending flowers for a customer’s wedding or a hand-painted portrait of a customer’s pet at random. Such gestures have significantly contributed to Chewy’s customer loyalty and brand reputation.
And it’s all true. I’ve seen this in action. When my beloved cat crossed the rainbow bridge, I received a handwritten card from them. That heart-felt demonstration endeared me to them further, and I can confidently say that unless some kind of apocalypse prevents me, Chewy is where I will go for all my future pets’ needs!
Plus sides
- Exceeding Expectations: How silly yet exhilarated do you feel when you find that extra fry at the bottom of the bag? Although you were satisfied before, everybody loves a ‘bonus fry.’
- Building Trust: It’s like being the friend who always shows up five minutes early. People start to count on you.
- Risk Management: Think of it as having an umbrella, even when there’s only a 10% chance of rain.
Negatives
- Undervaluing Services: Would you trust a place offering a five-star meal at fast-food prices? People might start wondering if there’s a catch.
- Unsustainable Expectations: Keep delivering pizzas in 20 minutes instead of 30, and soon, everyone will want their pizza in 15.
- Market Perception: Once people start thinking they know what to expect, the magic begins to fade.
While under-promising and over-delivering can create customer delight, this strategy has its pitfalls. Because when your bandwidth is high, going the extra mile is easy enough – but we aren’t superhuman. We have limits.
So, eventually, the company fails to overdeliver. This is where the trouble with this complex strategy comes in. Even if they meet their original promise, customers may feel disappointed to not get that extra bang for their buck.
This cycle can potentially set a business up for trouble, as it can lead to increasing customer expectations that may become unsustainable or unprofitable in the long run. Consistency and honesty in promises and delivery are essential to avoid these pitfalls.
Read more about Customer Excellence as a Service (CEAAS).
Promise & Deliver (& Communicate!): The Ideal Balance?
Now, onto the “Promise & Deliver” strategy: the pinky promise and sticking to it combo. It’s not about dazzling with surprises; it’s about being the rock-solid, dependable type.
Upsides
- Reliability and Trust: Be like the postal service; rain or shine, you know they’ll deliver.
- Clear Customer Expectations: No riddles here. What you see is what you get.
- Sustainable Relationships: It’s the slow and steady tortoise in the race, building lasting bonds.
Hurdles
- Limited “Wow” Factor: It’s like getting regular no. 2 pencils for Christmas. Sure, they’re useful, but they’re not exactly exciting.
- Competitive Disadvantage: If everyone’s offering socks, how do you stand out? Maybe with a funky pattern, but it’s a challenge.
- Challenge in Market Differentiation: When everyone’s singing the same tune, how do you make your voice heard?
This alternative strategy is about the equilibrium between ambition and capability, with a side of sustainability. Keep the lines of communication open, and you may be surprised how far this transparency goes.
Such an approach might not have the glitz and glamor, but it’s about building something that lasts. It’s the tortoise approach in a world full of hares. It might not always be the most exciting path, but it’s one that builds trust, respect, and long-term relationships.
Aha! Choosing the Approach That’s Right for You
Ultimately, choosing what direction to go for your brand is more art than science. Businesses need to gauge their approach based on their strengths, customer expectations, and the ever-changing market dynamics.
The key lies in balancing the thrill of surprise with the comfort of reliability. It’s about being the Houdini of expectations, creating delight without setting yourself up for a fall. After all, in the end, it’s not just about the big reveal; it’s about the trust, consistency, and relationship you build along the way.
Whichever path you choose, keep it real, keep it honest. Because even though almost everyone loves a good surprise, they cherish reliability even more.
