Always deliver what we promise......

Anonymous — Fri, 08 Jun 2018 18:20:23 GMT

...... If in doubt under promise and over deliver.

That was one of Charles Dunstone's, the founder of Carphone Warehouse, 5 fundamental rules and I think the best of them. You can Google the others if you are interested.

Now as a motto for life or business in general, it doesn't really cut it, but in the retail environment it is bang on.

There is nothing worse than promising a customer that a thing will happen and then letting them down. Obviously it is a lot easier to assure a customer disingenuously that their desired outcome is almost certainly going to happen , when you say it is; than being honest and saying it might not, and they shouldn't bank on it.

Good retailers, be they McDonald's, Argos or Three know this instinctively. Bad retailers like Carphone Warehouse, Vodafone and TSB, seem to have forgotten it.

What sort of retailer does O2 want to be?

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Always deliver what we promise......