If you are sending out messages and uploading posts that say how much you love your clients BUT then treat your clients poorly- you are going to get caught. Yelp, Google Reviews and online scuttlebutt is everywhere. People love a review and third party review sites like Trust Pilot and you need to keep your reputation safe. It is becoming more and more important to not overpromise and underperform but to tell the exact truth. 

If you have a small customer service team, talking about how efficient your communication is may be leading people to incorrect expectations. Promising friendly and thoughtful customer service may be a better promise to make. 

You’re not going to make everyone happy but you can at least defend yourself when you manage expectations correctly. 

Don’t tell prospects you will treat them like family if you are going to treat them like clients. Professional and courteous is not a bad way to be treated but if clients are expecting more, they are going to be let down- and they may tell their friends, family *and* everyone on the internet with a bad review. 

Brag about your amazing team, your brilliant products and your excellent communication but make sure you aren’t promising the stars when you will “only” help them hit the moon. Leave room for you and your team to overachieve but also make mistakes!

Under promise and over perform and you will see the good reviews roll in!