Noel Franus, "Fulfilling the Promise: Borrowing from 'Usability' for Better Customer Relationships," MarketingProfs.com, Dec 2001

All too often... marketing professionals fixate on selling the promise of a product, and skip out on fulfilling that promise. The delivery of a promise is best left to the product designers, the distribution folks, and the customer service people, right? Perhaps so, but if you're ignoring your customers after you've crafted your pitch, you're missing out on a chance to create a more precise, intimate and alluring pitch to your existing customers - and to convert them from single-shot statistics into long-term relationships.