Are your employees fully aligned with the promises you make to your customers?

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Service pulse

The Service Pulse ensures that our research legacy is carried forward to the next generation while it serves us in current times. Together we, you the outstanding companies of today and tomorrow, and our research team enable the business community next level employee alignment with customer promises. We do this together through action- and participatory research inspired by Service Design. We strongly advocate a humanistic co-workership approach. This is how we can serve our community together and co-create value for current and coming generations. 

Our Projects

The Service encounter pulse

The Service Encounter module assesses frontline employees’ alignment with service promises in service encounters. Service Promises set customers’ expectations for value formation and service delivery in service encounters during their entire customer journey. Frontline employees’ promise aligned performance reflects on customers’ value experiences throughout all touchpoints and encounters in the service process. A coherent level of promise alignment is a necessity for successful service delivery.

To be able to fulfil customer promises is a necessity for a high level of employee service motivation and engagement. Service motivation and engagement impact employees’ wellbeing at work. Coherency in promise aligned service performance impacts an organization’s human- as well as financial wellbeing.

brand pulse

Brand Promise Pulse module is about employee brand promise alignment. Alignment means that employees think and perform in line with what the firm promises in terms of value to customers i.e., employees emotional buy-in of brand values and propositions, brand supporting behaviour and brand ambassadorship. A brand works as a promise towards the stakeholders of the firm. 

The explicit brand promise is a statement. To live up to the brand position your firm aspires, requires a brand promise aligned to the emotional and behavioural attitude of all your employees

Sustainability pulse

Many companies today give ambitious sustainability and corporate responsibility promises. Unfortunately, these are not always known or (seen as credible) by the employees, which eventually hinders the success of these initiatives.With the Sustainability pulse your company can easily measure how aligned the employees are with your corporate social responsibility and sustainability promises. The Sustainability pulse also alerts whenalignment actions are required.

Customer Promise Alignment refers to an organization’s readiness to keep their customer promise and employees’ motivation and engagement to live up to these promises. Research shows evidence that customers expect firms to keep what they promise. Promises raise customers’ expectations  about the brand, service quality and the firm’s CSR role. Therefore, firms need to make sure not to set customer expectations which cannot be met. Expectations can be met when employees are aligned with the promises.

Employees want to live up to customer promises, but promises cannot be successfully kept unless the employees are aligned with these. Promises are made in all communication a firm is engaged in. They are made in different forms, from brand- service and CSR  promises to precise value benefits. In practice promises are often fuzzy.  In practice there is often a Promise – performance Gap: Employees might be unaware what is promised or might not understand what the promises. Promise alignment fills this Promise-Performance Gap.


Customer Promise Alignment – Fill The Promise –Performance Gap!


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