Most guarantees put a limit on the time customers have to return a product after its purchase. That enforced timeline creates a transaction-based relationship with customers, as they measure happiness one purchase at a time. Zane\u2019s Cycles in Branford, Connecticut decided to guarantee the happiness of the customer relationship instead. They threw out the clock. The Zane\u2019s guarantee says: \u201cWe are going to live up to our promises, no matter what the timing, no matter what the product or service.\u201d The Power of a Promise \u2013 and How it Grows Your Business Founder Chris Zane knows that each customer who walks through his store's door brings $12,500, on average, to the business over the lifetime of the relationship. The intention behind this guarantee is to earn a new customer by eliminating any reason for not considering Zane\u2019s Cycles. So Zane\u2019s guarantee includes everything: lifetime free service, a 90-day price guarantee, a lifetime parts warranty. With these promises, Zane\u2019s says to customers: \u201cWhy worry about price when our price is guaranteed? We will live up to our promise.\u201d This promise guides decision-making throughout the lifetime of every Zane\u2019s customer. For example, a customer who wants to return a $500 item is gladly given the refund. It is not worth jeopardizing the future value of that relationship. Zane\u2019s employees embrace that: It\u2019s not $500 at risk; it\u2019s a $12,500 customer. Does Your Experience Have an Expiration Date? Companies who understand their customers\u2019 lives grow their businesses, and earn the right to customers telling their story to everyone they know. Zane\u2019s earns the right to their customers\u2019 stories with their decision to guarantee bicycle ownership. In a world where there is so little that customers can count on, this promise delivers \u201cwow\u201d in a world of customer service vanilla. By eliminating fear and worry from the buying experience, Zane\u2019s ensures customers are less prone to negotiating a bike\u2019s price, because in the long term, they know they\u2019ll be covered by the Zane\u2019s guarantee. Zane\u2019s can maintain its margins because price is never the determining factor in a customer decision. Customers know,\u00a0\u201cIf I buy it and I don\u2019t like it, I can bring it back.\u201d Zane\u2019s customers look forward to the ownership experience\u2014also guaranteed. What part of your experience can you guarantee? How do you make sure your customers sleep well at night, knowing you\u2019ve got them covered? Go Try This Evaluate How you are Delivering Peace of Mind to Customers Today How would you rate your intent and ability to guarantee happiness for customers? How would your customers say you are doing? Do customers rave about their relationship with you? How do your decisions on policies and procedures compare with this beloved company? Do your decisions to live up to your promises earn your business \u201cbeloved\u201d status today? Take Action to Earn Raves From Customers (and Employees) Try to identify one part of your customer experience that you can guarantee to give customers peace of mind.