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Most companies have a tagline, a phrase or sentence that describes what they are about. Sometimes that doubles as a brand promise. Along those lines, I want you to come up with a customer service promise. For some companies, their tagline is their customer service promise. For example,’s tagline is Powered by Service. Three words that exhibit a commitment to the customer. If you’ve been following my work, you know I’m a big fan of The Ritz-Carlton hotel chain’s nine-word promise – or motto as they call it. It’s not quite as public as a tagline, but it is just as powerful. “We are Ladies and Gentlemen serving Ladies and Gentlemen.”  And, then there is one of my new favorites, which comes from the Symbiosis Company in Nashville, TN, which is Kiss our client till their lips bleed!

Now obviously Symbiosis doesn’t really want to make their clients’ lips bleed, but if you read it, you get it. They are obviously passionate about their clients. And, that love they show their clients is in the form of delivering amazing customer service, keeping promises to customers and more.

All of these statements are short and easily remembered. I actually refer to them as mantras. One definition of a mantra is a statement or slogan that is repeated. A quick Google search showed some synonyms such as slogan, motto, maxim, catchphrase, buzzword and many others.

So, here is your assignment. There are two parts. First, if you don’t already have a customer service promise, come up with one. Or at least let this day start the process of coming up with one. This is important, so don’t rush it. It could take weeks to come up with just the right customer service promise. And, for those that already have one, you’re a big step ahead.

Second, print it out and have every employee sign and commit to it. Even if you’ve done this before, let this day be a ritual you do every year to renew the commitment. Ideally you’ll have a large poster – in some cases a HUGE poster – where everyone signs their name.

When it comes to your customer service promise and vision, every member of your organization must be in alignment. Everyone must understand it, and ideally if it’s short, it should be memorized. It must be part of your culture, and everyone must be trained to not only understand what it means and how it impacts the customer, but also how to deliver and live up to the standards needed to deliver on the promise.

Download our Serial Switchers research report to find out what happens to relationships with customers when they receive great service

Shep Hyken is a customer service expert, keynote speaker and New York Times bestselling business author. For information contact or For information on The Customer Focus™ customer service training programs go to Follow on Twitter: @Hyken

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About Shep Hyken

Shep Hyken is a customer experience expert and the Chief Amazement Officer of Shepard Presentations. He is a New York Times and Wall Street Journal bestselling author and has been inducted into the National Speakers Association Hall of Fame for lifetime achievement in the speaking profession.

Shep works with companies and organisations who want to build loyal relationships with their customers and employees. For more articles on customer service and business, go to

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