Managing Expectations
Clients judge your service by both the outcome they
expect to get, and the experience, or process they go through to get the result. If, when fulfilling
the service, the client is imposed upon more than expected... or less involved in the process than expected,
they won't be satisfied with the experience.
The key word here is expected. Your clients perception of the service experience is your reality.
If your client doesn't believe the whole package met their
expectations, than your business failed...No matter how well the results may have turned out.
Both provider and client must share the same set of expectations for the service result and
the experience. Clients obtain their expectations from a myriad of sources...
not all of them from you. Some come from past dealings with other providers... and some from
service experiences they've had in industries totally unrelated to yours.
Setting expectations involves clear communication, which means in writing. This is more than just
legal protection, but one of clarity for the process.
Also, all the points of contact that a client has with your business are part of setting their expectations.
Even the smallest unkept promise or unfulfilled expectation, by anyone in your organization can
lead to dissatisfaction.
This is especially true when prospects are in the buying process...and looking for any clue as to
what your service experience might be. Something as simple
as being 10 minutes late to a meeting can cause a prospect to conclude that one of your competitors
can do better.
So the take away... evaluate all your clients points of contact with your business to make sure
that every touch point provides a consistent set of expectations.