I had trouble ordering something on Tom’s website and so I sent an email to customer service to resolve the issue. “We’re closed now,” it said. “But we’ll get back to you soon – pinky swear.”

I thought it was a clever way to sign their message but apparently, their “pinky swear” meant about as much as it did in grade school — as I never received a reply.

Consumers can handle almost anything you throw at them – delays, price increases, being closed – but people don’t do well with unkept promises.

Forget the cuteness and just align your messaging and expectations with reality. A promise made should be a promise kept, no pinky required.

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