Share what you know with millions of people
Focus is the best place to turn what you know into remarkable content
0
Is exceeding customer expectations aspirational rather than realistic?
We often read articles telling companies to exceed customer expectations, and yet more often than not companies have trouble simply getting the basics right. Furthermore, we read that the returns on exceeding expectations may not be as great as we think they might be. So should we perhaps just focus on getting the basics right?
Events
- Dos and Don'ts of Small Business Marketing May 29 @ 11 am PT
- Lead Nurturing 202: The Next Generation May 31 @ 11 am PT
- The Tricks to Paid Media June 6 @ 11 am PT
- Display Advertising for Brand Awareness June 20 @ 11 am PT
Related Activity
4 Answers
Great question. I'd hate to think that we'd just 'settle' for the basics. What separates one company from another in today's world is not its product or service, but rather the relationship with the customer. If I'm only given the basics--and sometimes those aren't even adequate--I'm a click away to your competition. The ability to create relationship with a customer and in that space solve their problem or issue is what separates the humans from the animals. Treat customers care-fully--full of care.
You're absolutely right, the most important thing for most companies is to focus on getting the basics consistently right.
However, there is something in the word "aspirational". Not many people bounce into work in the morning because their manager has inspired them to "not screw things up for the customer". Sometimes you need a positive message.
It's useful to think in terms of 2 types of drivers, which are best improved in different ways. "Givens" are all about consistency and eliminating poor performance. "Enhancers" (or "delighters") are an opportunity to surpass expectations. The better an organisation is, the more it makes sense to focus on delight.
Working on a mix of the 2 is often a more motivating, and therefore more effective, message for staff.
I agree with Roseanne on the point of "settling". You can choose apathy and basic service and your company may survive. Basic service often equates to high employee and customer turnover.
If you choose excellence and create excellence in-house, you can absolutely exceed customer expectations. It's worth it to create a place that your employees are proud to work, a place that your customers are proud to refer, and a place that is treating human beings like people.
There is nothing to lose by excelling at customer service. Excellence is never a waste of time and effort.
Companies must absolutely get the basics right. But in today's competive and transparent business environment, you can't stop at the Basics. Every service organization MUST ALSO aspire to EXCEED expectations, if they want to stay in the race.
Exceeding expectations carries with it, the fulfillment of the basics.
Customers EXPECT you to get the basics right. When you do, the customer will be (merely) satisfied. If you go beyond the basics, the customer will be delighted, because you've exceeded their expectations. It's impossible to exceed expectations without meeting the basics in the process.
EXAMPLE:
I order a book from Amazon on August 1. My order confirmation tells me that I'll receive the book within 10 days. So I EXPECT to receive it by August 10. If I receive it on August 10, Amazon has nailed the "Basics" and I am satisfied with their service. Satisfied, but NOT delighted.
If the book arrives on August 6, Amazon has EXCEEDED my expectations, and now I'm more than satisfied - I'm delighted.
The point is this:
Exceeded expectations carry with it the achievement of the basics. If you promise 5, and deliver 10, you've inherently achieved the basics, in the process of exceeding expectations.
So, always aspire to exceed expectations. If you do, you'll have achieved the basics in the process, and you'll delight your customers in the end.
Delighted customers become loyal customers, while merely satisfied customers will always look for someone else who'll delight them.
Jim Watson
http://bit.ly/efrxOg
Answer This Question