‼️ Are Your Customers' Expectations Unfair?
In my journeys, I often encounter leaders, particularly front-line leaders, who are exasperated by the increasingly high expectations of customers today.
Their exasperation is well-founded for several reasons.
1️⃣ Customer expectations no longer vary by category.
In the past, it was common for customers to excuse subpar experiences based on the industry. For example, a merely satisfactory experience for a bank or a manufacturer of tractor parts was acceptable. Today, that's not the case.
A significant 80% of B2B buyers expect experiences akin to those they encounter as consumers.
2️⃣ Expectations do vary by brand.
We naturally expect more from leading brands. I often present to top-tier companies, and while these organizations outperform their competitors, they also face heightened expectations.
My daughter, studying for an MBA in Hospitality in France, sees this firsthand. Guests anticipate more from a luxury brand like the Ritz-Carlton compared to a budget option like the Comfort Inn, illustrating the power of brand reputation.
Brand value remains critical, especially in the AI age, as trust assets are essential in decision-making by language models.
3️⃣ Expectations are indeed rising
A recent global survey by Salesforce revealed that 85% of customer experience professionals report increased demands from customers compared to a year ago—a substantial finding indicating escalating customer expectations.
So, what should businesses do now?
Are these heightened expectations fair?
The fairness is irrelevant.
Customers' higher expectations are not wishful thinking; they are a result of receiving quality experiences elsewhere.
The Henry Ford quote, "If you asked customers what they wanted, they would have said a faster horse," applies here. Customers didn't demand free two-way shipping before Zappos offered
it, because they hadn't experienced it yet.
When customers enjoy quick, clear, or kind experiences from one company but not yours, the reasons for
your shortfall—which may be valid—don't figure into the equation UNLESS you communicate your why very clearly.
It's crucial to explain why you
can't meet certain expectations if you're unable to do so optimally.
For example, when fans of Tequila Jay Baer questioned delays in receiving t-shirts, I changed the website and confirmation email to explain that shirts are made-to-order. Complaints vanished.
Internally, I'd argue that embracing high expectations can foster cultural uplift, as seen in leading firms with top Net Promoter Scores that prioritize metrics and continuous improvement.
Many host large events for team members to focus on future customer experience optimization. This proactive and inclusive approach often proves more motivating than merely doing one's
best amid limitations.
And certainly understanding and embracing that the customer expectation escalation genie isn't going back in the bottle is a
better success path than complaining about the relative fairness of that escape.
What do you think? Hit reply and let me
know?
