It's too easy to make promises you can't keep. Even in simple things. "I'll call you back later today." "It'll be in the post tonight." "It shouldn't take more than a couple of days."
You might not think of those as promises, but your customer probably does. So when you don't call back, the post doesn't arrive or the timescale slips into a week or two, they're disappointed.
These small failures may not translate into lost sales, at least not right away. But customers don't forget. Your brand becomes associated with underperformance. Is that how you want them to think of you?
