Managing Customer Expectations

Every customer interaction is coloured by a backdrop of expectations. Just as an experienced traveller knows to pack wisely for a journey, a seasoned entrepreneur understands the importance of handling the ‘baggage’ of customer expectations with skill and finesse. You see, expectations are powerful. They can be your most significant ally or a challenging adversary. The key lies in how you manage them.

For example, while the candy on the hotel room's pillow is a missed touch if absent, it's become more about meeting tradition than making a genuine impact. It showcases how tradition can set expectations, but its potency as a gesture has waned.

Set the right expectations

Setting the right expectations is crucial for businesses, as it significantly influences customer experience. While low expectations may result in pleasant surprises and positive referrals, setting them too high can lead to disappointment and negative reviews. Conversely, the opposite can also be true. Ultimately, the key for businesses is to accurately manage expectations, as this is one of the most critical element in shaping customer satisfaction and perception.

High Expectations: An Unfortunate Anniversary

Sarah and Mike had always celebrated their anniversary at their favourite local restaurant, Bistro Amour. This year, however, they decided to try something new.

They'd heard about the opening of a high-end restaurant, Le Platinum, which boasted a five-star chef and promised an unforgettable dining experience. The reviews were raving about the sophisticated ambience and the unparalleled culinary masterpieces. Sarah reserved a table a month in advance, hoping for a romantic spot near the restaurant's famed floor-to-ceiling windows. She also mentioned it was their anniversary, expecting a little extra touch. 

Upon arrival, the couple was seated in a bustling area near the kitchen. Sarah was immediately disappointed but held on to hope. However, the evening continued to miss the mark. The food, while delicious, didn't strike them as extraordinary. There was no acknowledgement of their anniversary. When they left, Mike commented, "Bistro Amour may not have a five-star chef, but their personal touch makes our evening every year." 

Sarah's extremely high expectations had set the bar too high. Even if the restaurant had provided excellent service, it might still have felt lacking in comparison to her anticipation.

Neutral Expectations: A Pleasant Surprise

Tim needed a new pair of running shoes and decided to try a small shop downtown, SoleMate, that he'd passed a few times. He didn't expect much, assuming he'd grab a decent pair within his budget and head home. 

When he entered, he was immediately greeted by Nora, a store associate. Nora asked about Tim's running habits, any foot issues he had, and what he was looking for in a shoe. She then had him jog a bit in-store and brought out three pairs that would fit his needs. Tim was surprised by the detailed attention and the knowledge Nora shared about each shoe.

He left the store not only with a great pair of running shoes but also with some advice on improving his running posture. He hadn't expected such a tailored experience from a small store. His neutral expectations were far exceeded, turning him into a loyal customer who later brought his friends to SoleMate.

Lessons learned and a concept for managing expectations

In both cases, the level of expectation significantly influenced the customer's experience. Sarah's high expectations led to disappointment, even if the service was generally good. Meanwhile, Tim's lack of particular expectations allowed him to be pleasantly surprised and fully appreciate the excellent service he received.

Promising something that isn't true, like claiming a difficult task is easy, offering cheap yet durable car tires made from inferior materials, or guaranteeing luxury without providing it, is misleading. Instead, it's better to be honest: assure customers that with some training, tasks will become more manageable; offer affordable car tires with clear expectations; and provide an experience that gives a hint of luxury. This approach fosters trust and credibility.

Listening is the genesis of understanding. In managing expectations, first, you must truly grasp what your customers seek. How do they envision their journey with your brand? Provide your customers with a platform where their voices can be heard. You have a toolbox at your disposal: surveys, social media insights, and the irreplaceable value of face-to-face interactions. Dive deep, seeking not just surface wants but the underlying dreams, apprehensions, and needs that drive them. Think of it as familiarising yourself with the landscape before plotting a course – it's not just prudent, it's fundamental.

Equipped with this knowledge, ensure that your messaging reflects genuine offerings. There's a reason why “Under-promise and over-deliver” has stood the test of time – it's rooted in the principle of authenticity. This isn't just about meeting expectations; it's about exceeding them in meaningful ways. It's here that trust flourishes, and in the realm of commerce, trust isn't just an asset – it's the bedrock of enduring relationships.

If you constantly strive to exceed expectations, at some point, you will hit a ceiling, either in terms of costs or otherwise. It's better to manage expectations than to constantly aim higher.

But remember, the journey of expectation management doesn't have a final destination. It's a continuous path. As your brand evolves, as your products or services transform, or as the market ebbs and flows, maintain open channels with your customers. Keep them in the loop. Their insights are not just feedback – they're compass points, guiding adjustments and innovations. By prioritising this ongoing conversation, you're not only fostering loyalty but also championing a partnership rooted in mutual respect and shared ambition.