Managing Expectations: How and Why
Sharon Koehler
Stone Industry Consultant
We have all heard the expression “The customer is always right.” Now, as much as the customer wants to believe that particular statement, it is not always true – especially if the customer is unfamiliar with your products or services or has been Googling to get information and is in information overload.
We have all heard the questions and comments:
Why do I have to have a seam?
I don’t want a visible seam.
I want granite because it doesn’t stain.
Can I have the sink cut out for a cutting board?
I don’t want backsplash, just scribe the stone to the wall.
I’d like black, sparkly quartz for my outdoor kitchen
The list goes on and on and on…
You need to manage your customers’ expectations so that at the end of the project, everyone is happy, including the customer and you.
The question now becomes, “How do I manage customer expectations?”
Clear communication:
Provide detailed information about your products and services, including features, pricing, and limitations.
Use simple, jargon-free language to avoid confusion.
Communicate proactively about potential issues, such as delays or changes in availability.
Set realistic and achievable goals for projects and services:
Be honest about what your company can deliver.
Avoid exaggerating claims in marketing materials, verbal pitches or on your website.
Make sure that promises are in line with what your business can actually do or carry out.
LISTEN to your customer:
Conduct surveys and gather feedback to find common expectations.
Engage in conversations with customers to clarify their requirements.
Know your market and your competition so you can deliver correct information to your customers.
Be consistent:
Establish standardized processes and practices to ensure reliability and consistency.
Train employees to deliver consistent quality service.
Use performance tools to track and improve operational efficiency.
Manage customer expectations in real time. Don’t wait or drag your feet.
Provide real-time updates on changes or disruptions.
Offer solutions, such as refunds, discounts, or alternative options, to keep your customer informed and happy.
Apologize sincerely for any inconvenience caused.
Use technology when you can:
Use customer relationship management (CRM) systems to track and analyze customer interactions.
If practical, use automated notifications for order confirmations, status updates, and service reminders.
Train your employees:
Train your team to communicate clearly and sincerely.
Empower employees to address concerns and offer solutions.
Encourage a customer-first atmosphere in your business to boost overall customer satisfaction.
Now that you know the “how–to”, let’s take a look at the “WHY”. Why should you manage customer expectations?
1. Improved Customer Satisfaction
When businesses set realistic expectations or goals with their customers and then deliver on their promises, customers are more likely to feel satisfied or pleased. If expectations are met or exceeded, customers look at the experience as exceptional; if unmet, dissatisfaction occurs. Properly managing expectations ensures a more consistent and positive customer experience. Happy customers are more likely to be repeat customers, and they are also more likely to recommend you to others. Plus, they are more apt to leave good reviews for you on the web.
2. Trust and Loyalty
Trust is the key to strong customer relationships. By communicating transparently and by consistently meeting or exceeding expectations, your business can establish a reputation for reliability. These actions help to develop customer loyalty. This loyalty shows us (as mentioned above), that customers are more likely to return to businesses or brands they trust and recommend them to others.
3. Reduces Conflicts and Complaints
Unmet customer expectations often lead to frustration, complaints, and disputes. By clearly defining what customers can expect, your business and your team can avoid a lot of misunderstandings and minimize the likelihood of conflicts, disputes and the unpleasant task of dealing with unhappy customers.
4. Brand Reputation
In the digital age, customer reviews and social media have a significant impact on brand reputation. Managing expectations effectively reduces the chances of negative reviews and ensures a more favorable public image. Satisfied customers are more likely to share positive experiences, attracting new clientele.
5. Efficiency
When customer expectations are well-managed, internal processes become more streamlined. Accurate communication about product availability and service timelines can help coordinate resources with demand, reducing bottlenecks and inefficiencies.
Managing customer expectations may seem easy once you get the hang of it, but never underestimate its importance.
Properly managing your customer’s expectations can lead to less stress, more business, better web presence, repeat business, fewer call backs, and word of mouth leads that cost you absolutely nothing to get. It is literally a win-win for you, your business, your team and your customers. I can’t think of a single con, can you?
Please send your thoughts and comments on this article to Sharon Koehler at Sharonk.SRG@gmail.com .