Written by Michael Smith. Experienced in virtually every aspect of direct sales, Michael is like a Swiss Army Knife of industry experience and expertise. He loves to make things work, and he loves to make things work better. He understands how all the parts of the machine work, but more importantly, how they work together. Michael serves as a consultant to direct selling companies as an Associate of Strategic Choice Partners.
Setting Expectations: The Linchpin to Providing Excellent Service
Over the years, I’ve observed numerous instances where lessons learned in one field seamlessly apply to another. Sometimes these connections are direct, while other times they’re more analogous. However, the key takeaway is the importance of remaining open-minded and drawing insights from our diverse experiences.
During my years practicing martial arts, a recurring theme was the necessity of returning to basics. So, as I contemplate the establishment of a client services department, I’m inclined to start from the ground up, examining fundamental principles before charting our course forward.
One of my favorite questions to pose during interviews with customer service representatives is, “What can we do to ensure our clients are later convinced that we’ve provided excellent service?” This question is intentionally precise and not meant to be a softball. Yet, I firmly believe there’s only one correct response. The pivotal action we can take “in the moment” to convince our clients of our excellence is to properly set their expectations. Following this, we must then endeavor to meet or exceed those expectations. Let’s begin with step one.
Setting expectations serves as the initial cornerstone of exceptional customer service, establishing a framework for interactions between businesses and their clientele. By clearly delineating what customers can anticipate regarding products, services, timelines, and outcomes, companies not only cultivate trust but also manage perceptions, ultimately enriching the overall customer experience.
Consider this example: You place orders for two items from different companies online on the same day. Both items arrive together, in seven days. However, you find yourself upset with one company and pleased with the other regarding their delivery times. How can this be when both items arrived on the same day, seven days later? The distinction lies in the initial expectations set by each company. One stated a delivery time of ten days, while the other promised delivery within three. Despite identical execution, the difference in perceived satisfaction stems from differing expectations.
This proactive approach not only preemptively addresses potential misunderstandings but also empowers businesses to surpass expectations, leading to heightened satisfaction and loyalty among customers. More on that later.
Moreover, setting expectations fosters transparency. When customers possess a clear understanding of what to expect from a product or service, they feel empowered and well-informed. Whether it’s outlining delivery times, service steps, or any other pertinent information, providing upfront clarity aids customers in making informed decisions, thereby building trust and credibility between businesses and their clientele.
Furthermore, failing to set expectations opens the door for customers to form their own assumptions, often based on factors beyond a business’s control. For instance, if a company utilizes a third-party logistics provider for national shipping but neglects to communicate delivery times, customers might erroneously base their expectations on their experiences with services like Amazon, leading to dissatisfaction when expectations aren’t met.
Managing customer perceptions is another crucial outcome of setting expectations. By clearly communicating what customers can realistically expect, businesses can preemptively address potential discrepancies between reality and customer assumptions, averting disappointment and frustration. For example, a restaurant that provides an estimated wait time for a table effectively manages customer expectations, mitigating impatience and dissatisfaction among patrons.
Additionally, setting expectations facilitates smoother interactions. When both parties are aligned on what will transpire during an engagement, confusion and misunderstandings are minimized. This clarity streamlines processes, making it easier for both customers and businesses to navigate various touchpoints. For instance, a customer experiencing an ongoing service issue will be less likely to repeatedly call back to the call center if they’ve been given a proper expectation of when the initial agent will follow up with next steps or a solution.
Furthermore, setting expectations plays a pivotal role in problem resolution. When issues inevitably arise, having clear expectations in place allows businesses to address concerns promptly and effectively. Customers appreciate transparency and responsiveness during such instances, and businesses that have already set clear expectations are better equipped to manage and resolve issues to the satisfaction of their clientele, thereby preserving trust and demonstrating commitment to customer satisfaction and service excellence.
Lastly, setting expectations enables businesses to strategically exceed customer expectations. By establishing a baseline of what customers can anticipate, companies have the opportunity to surprise and delight them by going above and beyond. Whether it’s delivering a product ahead of schedule, providing additional features or services, or offering personalized touches, exceeding expectations creates memorable experiences that foster loyalty and advocacy.
In conclusion, setting expectations serves as the linchpin of good customer service, fostering transparency, managing perceptions, facilitating smoother interactions, aiding in problem resolution, and enabling businesses to strategically exceed customer expectations. By clearly communicating what customers can anticipate regarding products, services, timelines, and outcomes, businesses foster trust, enhance satisfaction, and build long-term relationships with their clientele. In today’s competitive landscape, mastering the art of setting expectations is essential for delivering exceptional customer experiences and maintaining a competitive edge.
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Michael, we’ll done and stated right here … you are singing directly from my Hymm book! Setting expectations, managing perceptions, consistent field communications with great customer service and logistic execution are the keys he brand loyalty!! Well said and done!
Great article, Michael!
We are grateful to have the opportunity to work with you on joint clients at Think Box. The value you provide exceeds expectations.
Thanks for sharing this great content.
Brian Palmer