Unrealized Customer Expectations

Manager: This will save us money.

Employee: I don’t think that is what the customer wants.

Manager: I think they will be fine with this.

Nearly every day I witness first hand, or hear about bad business decisions. When the quality or value of product or service offerings decrease so does customer satisfaction.

Sometimes good employees make bad decisions. They hear about economic woes and being engaged and committed to the organization (not to mention empowered) they make decisions that affect the customer. Many of these choices seem insignificant at the time, but become deal breakers later. Unrealized customer expectations are a leading cause of customer dissatisfaction and loss.

When the customer, or economic buyer, of a good or service also faces tough times, they too will make changes. Where do they start? If they are smart, they eliminate vendors or strategic partners who provide the least value. Price is important, but value is what should be the basis of the decision. Value represents itself in various ways, it may be quality, reputation, experience, value add (niceties), and even the feeling (emotions) of the transaction.

Don’t forget that nearly every organization has both internal and external customers. The same “rules” apply.

Do you know what your customers need? Do you know what they expect? If yes, how do you know? (Guesses or “I think” may not be good enough.)

- DEG