Posts tagged ‘expectations’

expectations management.

I once read from a self-proclaimed “guru” for marketing that you should never say ‘no’ to the customer and that they like hearing you say ‘yes’ all of the time. I was dumb-founded. What rock was this person living under?

Customer happiness and experience is the bread and butter to return business, and this is how you get there.

The first is set expectations. Hear what your customers want and see if it is logical and reasonable. If so, let them know you can do it and execute. So when you set that expectation that it can be done and you met it, voila- your customer is happy. If you go beyond they are ecstatic.

Now say your customer’s request is unreasonable, unrealistic, and unfair. Your job then is to help educate them on why you cannot and what you can do provided xyz is met. You then reset their expectations and when you meet it (when xyz is met), your customers are happy. When you go beyond they are ecstatic.

In the scenario where you need to bend over backwards to just be a “yes ma’am” to your customer – there is no relationship or loyalty built. The next person who can do it better to their satisfaction, they’ll leave you. In the scenario where there is dialogue exchanged to set expectations, and the agreement is met and honored, there is loyalty.

January 10, 2009 at 11:28 am Leave a comment


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Wonders and musings by Christina Gunn. Also, a collection of some of the most innovative minds in strategic marketing to invoke action and collaboration.

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