The Purple Promise raises the service bar and recognizes employees FedEx


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A place where exceeding expectations is the goal

Green Goldfish #907 – FedEx

FedEx believes that getting it right in the small, day-to-day ways is just as important as the heroic and dramatic “saves.” They believe their ability to build customer loyalty is the measure that drives both employee pride and competitive advantage.

The FedEx approach takes shape in the “Purple Promise.” (Source: PDF FedEx) It’s one of the rare examples that directly effects both customers and employees. Therefore, its included in both the Purple Goldfish and Green Goldfish Projects.

fedex purple promise green and purple goldfish

So, what is the Purple Promise exactly?

Here is a Q&A on FedEx’s site talking about the Purple Promise:

Q. What is The Purple Promise?
A. We are united behind one promise:

I will make every FedEx experience outstanding”

The promise is simple, but its effects are far-reaching. Our promise unites us across regions, roles and companies. When we live the promise, we create a powerful advantage that separates us from our competition.

Q. How is The Purple Promise Recognition and Rewards Program different from other FedEx awards?

A. It’s the only corporatewide program that publicly recognizes and rewards our shared commitment to customers, both internal and external. And it’s the only program that allows us to honor each other using the same criteria and awards, regardless of our job description, operating company or region. All of us have an opportunity to be recognized when we live The Purple Promise.

To keep The Purple Promise, we must:

  • Do whatever it takes to satisfy our customers.
  • Always treat customers in a professional, competent, polite and caring manner.
  • Handle every customer transaction with the precision required to achieve the highest quality service.
  • Process all customer information with 100 percent accuracy

Today’s Lagniappe (a little something extra thrown in for good measure) – Here’s the very purple story of Tony Turnage:

All of the examples in this post were taken from the Green and Purple Goldfish Projects. The Projects are a quest to find 1,001 examples of marketing lagniappe for employees and customers. They are the little signature extras given that help differentiate a company, reinforce culture, increase retention and drive positive WoM. The book, “What’s Your Green Goldfish?” will be published on March 29, 2013.

Republished with author's permission from original post.

Stan Phelps
Stan Phelps is the Chief Measurement Officer at 9 INCH marketing. 9 INCH helps organizations develop custom solutions around both customer and employee experience. Stan believes the 'longest and hardest nine inches' in marketing is the distance between the brain and the heart of your customer. He is the author of Purple Goldfish, Green Goldfish and Golden Goldfish.


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