The Experience Design Scout

A customer experience partly depends on the expectations the firm is setting about doing business with them. Low expectations + great experience = surprised. High expectations + poor experience = disappointed. One way firms set expectations is by creating a set of customer promises. For example, Budget operates with their ‘Reservation Promises’,  the Co-operative bank has a ‘Five Star Promise’, and JetBlue ’Bill of Rights’.

Recently I came across two sets of ‘7 Guarantees’ from two completely different (Dutch) firms — one is an insurer (Unive) and the other one is a grocer (Jumbo). The difference is huge.

The Seven Guarantees of Unive:

1. Low premium. ‘We regularly decrease our premiums. In the last two years this happened six times.’
2. Best price/quality ratio. ‘We also raise the quality of our insurance products. Research has shown that at Unive you get the most out of your insurance’.
3. Fast settlement of repair work. ‘In the event of damage, Unive offers excellent and quick settlement in Holland and abroad, 24 hours per day, 7 days a week’. 
4. Competent advice. ‘With 150 offices across the country personal and clear advice is always closeby’.
5. 15% discount on the complete package. ‘At Unive you can have all your insurances at one place — easy, clear and beneficial: you get 15% discount on our Advantage Plan.’
6. Most-respected insurer. According to research we are the most-respected insurer in the Netherlands. For years we are reliable’. 
7. Easy termination service. ‘Do you have insurances somewhere else? We make it easy to switch to us with the Unive Cancellation Service.’

The Seven Guarantees of Jumbo:

1. Euros cheaper. When a customer finds a product that is permanently cheaper at a different grocer, you get it for free.
2. Fresh is really fresh. When you find a product with today or tomorrow as expiration date, you can take the product – with the right expiration date – home for free.
3. Quick shopping. If you are the fourth person in the cashier’s queue, you get all your shopping for free.
4. Service with a smile. Can’t find a product? Staff walks with you until it’s found.
5. For all your products.  If a product is missing, Jumbo will order it for you and replenishes it within 2 weeks.
6. Your wishes are key. Every complaint, tip or idea is a chance to win 1 minute free shopping.
7. Not happy? Money back. When a customer is not happy about a product, the Service Desk will replace it with a new product and you get your money back.

To which firm would you bring your money? Unive is using vague, uninspiring language with their Seven Guarantees. Replace Unive with a different insurer and most of these guarantees still work. None of their Guarantees is tangible. They don’t give consumers an idea what happens when we don’t get quick service or competent advice. Jumbo on the other hand gives simple promises that resonate with customers. They are also very credible because the firm tells customers what they need to do in the event of a broken promise. You can’t fake authenticity.

Unive should look at – the troubled – Fortis who puts money where their mouth is. First of all they publish their Service Guarantees online. Secondly, they are simple to understand and made credible by telling what customers get when a bad experience occurs. In the case of Fortis, when you lost your credit card and you haven’t received a new one within 24 hours, Fortis will put 5 Euros on your account. Can’t reach the Claim Service? 5 Euros.