| You don't have to be Einstein to realize
that, relatively speaking, you must manage your customer expectations for optimal success.
Your customers are expecting. Is there a pregnant pause
between their requests and your responses?
When we dial 9-1-1 we have certain expectations: that a
skilled operator will answer our call quickly, speak our language, understand our
emergency and dispense help expeditiously.
Similarly when we frequent a drive-through fast food
restaurant we also have expectations: that we will receive our meal quickly, that it will
be affordable, and we needn't leave our car to gather our food.
In both cases, when expectations are met we're satisfied.
When expectations are exceeded ours is a happy meal. And when expectations aren't met, the
sour taste of dissatisfaction leaves us wanting. While it's not always a life-or-death
proposition, expectations matter.
A Dose of Vitamin E: Feeding Your Customers'
Expectations
What about your customers? What expectations do they have
about doing business with you? That you will be efficient? Get them the best price? Stand
by your products and services? Anticipate their needs? The key to high satisfaction
ratings comes not in meeting, but in exceeding your customers' expectations. How well you
manage expectations spells the difference between leading the field and fielding
leftovers.
Sales
You have ample opportunities to exceed expectations in
sales:
- When customers want something you can deliver it ahead of
schedule.
- You can deliver products and services at less cost than
they expect.
- Intelligent cross-sells and up-sells anticipate current
and future needs and serve customers accordingly
- And you can always deliver lagniappe — "a
little something extra" always delights.
Service
In service situations you can exceed expectations by:
- Anticipating needs and proactively delivering service
without being asked.
- Enveloping your customers in service, whether in person,
by phone, mail or e mail
- Referring business to your clients; providing them
references and endorsements to grow their business as they’re helping you grow yours
- Striving to be their best partner, preferred vendor or
favorite salesperson for the attentiveness, listening and anticipatory nature of your
support
Professionalism
As professionals you can exceed expectations by:
- Being accessible through multiple communication channels
- Returning calls and e-mails expeditiously (before
expected)
- Exhibiting a touch of class in your communications, sales
and service calls: For example, writing clients hand-written thank you notes.
- Recognizing your customers' birthdays and milestones in
meaningful ways
Exceeding Expectations – Your E-Ticket to Success
Jet Blue isn't the only company to create a Bill of Rights
for its customers. Create your own code of conduct to exceed client expectations when it
comes to speed, quality, communication, fairness, recourse and responsiveness. Whether you
delight, wow or woo your customers you'll be amazed at the business you will attract
through combating the Vitamin-E deficiency of low expectations in the marketplace. |
