The MAKE Better Customer Outcomes framework consists of the following key principles:

  • Make the right promises
  • Avoid empty promises
  • Keep your promises
  • Embrace broken promises

A key consideration for any firm that wishes to have long-term, sustainable profitability is the extent to which its current success and/or future success is predicated on exploiting the vulnerabilities of its customers.

If a firm’s business model relies on its customers’ limited knowledge, it is questionable whether such a model is sustainable in our increasingly digital world. Modern technology is enhancing transparency and enabling customers to be better informed. After all, if such transparency exposes a firm’s shortcomings, the costs of regaining and rebuilding customer trust may be significant.

Rebuilding and/or sustaining the trust of customers starts with firms making the right promises. Treating customers fairly and consistently enables a firm to gain and retain their trust.

A key outcome of developing strong relationships based on trust is the willingness of those customers to allow such firms to solve and address more of their future needs and desires. Firms that are positioned to serve a broader range of future customer needs are underpinning their long-term revenue growth and profitability.