Meeting customer expectations is key to delivering great customer service. This is not always easy, and we need to ensure we set and manage our customers’ expectations so that we can deliver to and, hopefully, exceed them. There are basic expectations we all have as customers, along with expectations we may acquire when we look to make a purchase. These may be based, for example, on the benefits of the product or service advertised, the quoted delivery timescales and after sales support. If these do not live up to the offer made, our expectations will not be met.
If we can ensure our customers’ expectations are met and even exceeded, we will have happy customers who will want to buy from us again. Fail to meet those expectations and the customer will go elsewhere.
Here is a great quote about customer expectations from Roy Hollister Williams, a best-selling author and marketing consultant best known for his Wizard of Ads trilogy:
“The first step in exceeding your customer’s expectations is to know those expectations.” – Roy Hollister Williams
To find out what those expectations are, consider the following:
Have customers complete surveys about your products and service. Provide incentive for them to complete that survey, such as entry into a drawing for an enticing prize. Next time you see a customer, ask if his expectations of your business are being met. If not, find out why and what you can do to make your service better.
Some of the most common and basic expectations customers have for most businesses include:
• Fast, efficient and accurate service
• High quality products at a competitive price
• Friendly, helpful service staff to provide information and answer questions
• Prompt responses to their inquiries, whether online, by phone or in person
• Sufficient stock to meet their needs without long waits
• A trained staff that can handle their questions without referring them on
• A clean facility or easy to navigate website
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