Engagement doesn’t happen in a vacuum. If people don’t do what they promise, then trust cannot build and a relationship won’t form. Social norms around things like manners or honesty must also be respected. A business must also deliver on its promise and expected minimum standards before a relationship is possible.

When they buy a service, people are purchasing a promise from a company. If not delivered, a critical breach has occurred. If the company fails to meet commercial norms for timeliness, ease of interaction or quality, they have again failed to meet basic needs and will lose those customers