Keeping promises with customers

There are many myths and preconceptions about how to manage customer expectations and deliver on them.

For example, “under promise and over deliver” is surely one of the most heinous. Sure, it’s simple and compelling, but in practice is does not work if blindly followed because the instrument is too blunt. Many high quality companies, even Baldridge quality award winners have gone broke trying to do this. The reality is:

• Expectations change and differ from one group to another
• Perform excessively and expectations heighten, creating a rod for your back
• Give customers more than they expect and they will always take it, but won’t always appreciate it. There’s big wastage here
• People generally don’t like surprises, even good ones, as much as getting exactly what they expected, as promised (look at the stock markets for example)
• Even the world’s most successful companies don’t try and dominate their competition in all areas.

So the answer… excel yes, but in a focused area that’s important to customers. And make sure customers know what they will get. They will see the differences from their other choices and if delivered as promised, will love you for it.

The book debunks other similar customer service truths and gives practical advice for what to do.

Remember- customers marry reliability.