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A customer promise represents a commitment a company makes to its customers regarding the quality of its products or services. This principle can take various forms, ranging from a simple informal statement to more formal commitments such as a charter or a contractual guarantee. In the most binding cases, the brand can be held legally responsible for its promise to the customer. The customer promise can be a crucial element of the relationship between a company and its customers. For example, a car manufacturer might clearly state its customer promise regarding after-sales service.

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