In B2B, creating a meaningful connection with your audience is more critical than ever. The stakes have been raised in an inflationary economy, making it essential for businesses to adopt strategies that resonate deeply with customers. One approach that has gained traction is the "Promise to the Customer" (PTTC), a concept developed by the B2B Institute at LinkedIn in collaboration with renowned strategist Roger Martin.
In this post, we'll dig into the concept of PTTC, why it's crucial for your business, and how making a clear, credible promise to your customers can provide a significant competitive edge. We'll also dive into some common pitfalls with brand statements and how to turn them into effective PTTCs that build trust and drive success.
Anyway, let’s jump into it.
At its core, a Promise to the Customer is more than just a catchy slogan or a vague statement of intent. It's a clear, actionable commitment your business makes to its customers - one that is consistently delivered upon. This promise is designed to align all aspects of your business, from product development to marketing and customer service, ensuring every touchpoint with the customer reinforces this commitment.
A strong PTTC can differentiate your brand in a crowded market, build long-term trust, and ultimately drive better commercial outcomes. In fact, research from over 2,000 advertising campaigns conducted by the B2B Institute suggests brands with a clear PTTC are 60% more likely to report increased market share and 48% more likely to drive improvements in brand health metrics compared to those without a PTTC.
These campaigns not only help in brand building but also deliver sustained sales effects, making them a vital strategy in today's business environment.
The opposite of a PTTC is a brand statement or campaign that is inward-looking.
These inward-looking campaigns tend to focus on the brand’s own social values, achievements, or features rather than clearly communicating the value the product or service delivers to the customer. Such campaigns often fail to resonate with the audience because they don't address the customer's specific needs or concerns, making them less effective in building trust and driving commercial success.
Many businesses fall into the trap of crafting brand statements that are either too vague, inward-focused, or overly generic. These types of statements often fail to resonate with customers and do little to build trust or differentiate the brand. Here are a few examples of common brand statement pitfalls and how they can be made into effective PTTCs:
Brand statement: "We are committed to excellence."
Why it's bad: This statement is too broad and doesn't specify what "excellence" means or how it benefits the customer.
PTTC: "We guarantee 24/7 support with a 30-minute response time, ensuring your business never misses a beat."
Why it's good: This PTTC is specific, measurable, and directly addresses a key customer need through reliable support.
Brand statement: "Our product uses the latest AI technology."
Why it's bad: This statement focuses on the product's features rather than the benefits to the customer, making it less relevant to their needs.
PTTC: "Our AI-powered solutions help you save 20% on operational costs within the first three months."
Why it's good: This PTTC translates the technology into a tangible benefit, clearly showing the value to the customer.
Brand statement: "We care about our customers."
Why it's bad: While important, this statement is overused and lacks specificity, making it less impactful.
PTTC: "Your satisfaction is our top priority - if you’re not happy with your purchase, return it within 30 days for a full refund."
Why it's good: This PTTC is actionable and provides a clear promise that builds trust.
Brand statement: "Quality you can trust."
Why it's bad: This phrase is generic and doesn’t explain what makes the quality trustworthy or how it benefits the customer.
PTTC: "Our products undergo rigorous testing, ensuring they last 5x longer than the industry standard."
Why it's good: This PTTC is specific, providing a clear and measurable claim that supports the promise of quality.
Brand statement: "We support social justice."
Why it's bad: While positive, this statement is broad and doesn’t connect directly to the company’s product or service, potentially coming off as performative.
PTTC: "For every product you buy, we donate 10% of the profits to local education programs, empowering communities where we operate."
Why it's good: This PTTC ties social values to customer action and provides a specific, measurable outcome that aligns with the company's mission.
A well-crafted PTTC is more than just good marketing - it's a strategic tool helping your business stand out in a competitive market. By clearly communicating what your customers can expect from your brand, you build trust and loyalty over time. This trust is crucial, particularly in B2B markets where purchasing decisions often involve higher stakes and longer sales cycles.
Moreover, a PTTC helps align your internal teams, ensuring everyone from product development to sales is working towards the same goal: delivering on the promise made to the customer. This unified approach not only improves customer satisfaction but also enhances the overall effectiveness of your marketing and sales efforts.
The B2B Institute's research found campaigns with a PTTC are 45% more likely to report increases in market penetration, and 60% more likely to report market share growth. These figures underscore the substantial impact a PTTC can have on both brand perception and commercial performance.
Incorporating a Promise to the Customer into your business strategy is definitely not something you would regret (I promise). Because, by avoiding vague, inward-focused, or generic brand statements and instead making clear, credible promises to your customers, you can build a stronger, more trusted brand.
Remember, a good PTTC is specific, measurable, and directly linked to the value your business provides. It's a promise that, when consistently delivered upon, can drive long-term success and growth.
Credits: This post is inspired by the research and findings from the B2B Institute at LinkedIn, in collaboration with Roger Martin.
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