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Remember the old saying, “If you never expect anything, then you’ll never be disappointed”? Well, that might work for blind dates and birthday gifts, but in business, expectations are impossible to avoid. For every action that a customer takes, there was an expectation that preceded it. Obviously, customers take action because they believe that action will yield a specific result. Over time, that belief – that something will or won’t happen – is solidified. It discourages or encourages future action. The resulting momentum, for good or bad, reaffirms their belief. The cycle is then perpetuated and a customer’s loyalty is either lost or gained.
In short, customer expectations define the customer experience.
About the Author:
Tra Williams is a celebrated speaker, business consultant and author of the forthcoming book Feed Your Unicorn. He is a nationally recognized thought leader in small business, franchising, leadership and entrepreneurship. Tra works tirelessly with people, professionals, and organizations to help them define success on their own terms and build the framework required to sustain it. For more info, visit: TraWilliams.com.
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