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Expectation Management

Creating happy clients and customers is one of the most critical components of growing any successful business. Happy customers are usually the most loyal and can often help to support your business through word of mouth referrals and recommendations. Given the value of each happy customer, it is a good idea for business owners to learn how best to create them.

Expectation management is a key tool in every company’s battle to create happy customers. This is a complex and challenging aspect of the business – especially for your operations and sales teams. From a sales and marketing perspective, making big promises can often help to secure a sale. However, if the operations and fulfillment teams are unable to make good on such promises, you will end up with a lot of displeased and angry customers on your hands.

As such, managing client expectations can be a good way to increase satisfaction and loyalty among your customer base.

Underpromise, and overdeliver

Set Realistic ExpectationsThink about it – have you ever been in a position where you have been promised a product or service in say, a week, and then it takes two or three weeks before it is delivered? It is not a good feeling and, quite often, you might not feel like visiting that business again. This is not a feeling that you ever want your valuable customers to experience.

Instead, you should endeavor to underpromise and overdeliver. In this instance, had you been told that the product would be delivered in a month, you would have been thrilled to receive it in just three weeks. Underpromising and overdelivering in this manner can make your customers feel content and satisfied that their order came to them earlier than expected. In turn, this makes it much more likely that they will pass on this positive feedback to their friends and family.

Create ‘wow moments’

Create That 'Wow' FactorThe age-old customer service adages such as, ‘the customer is always right’ and ‘go the extra mile’ might sound like cliches, but they are grounded in truth. Exemplary customer service can really do wonders for both customer satisfaction and retention. Finding time to go above and beyond the ‘norm’ or what you may see as ‘good enough’ can really create a closer bond between customer and business. If a customer is expecting ‘good’ service, but you give them ‘great’ service, they are much more likely to keep coming back to your business.

Growing a business is never an easy task. However, by effectively managing the expectations of your customers you will have fewer complaints and a lot more repeat customers.


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