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11.06.2015
Excellent customer service and high customer satisfaction must start with understanding customer expectations. When measuring customer satisfaction, companies generally ask customers whether their product or service has met or exceeded expectations. When customers have high expectations and the reality fall short, they will be disappointed and will likely rate their experience as less than satisfying. Customer expectations set the bar for customer satisfaction which also affects repurchase decisions and customer loyalty.
One of my favorite quotes about customer expectations is from Roy Hollister Williams, a best-selling author and marketing consultant best known for his Wizard of Ads trilogy. Customers expect service basis – there is a perceived expectation that every customer has when going into a business relationship. The service process is the key to exceeding expectations – companies are supposed to be accurate and dependable and provide the service they promised. Customer expectations are duel-leveled – The study found that customers’ expectations had two levels: desired and sufficient. Manage promises – to manage expectations, companies can first start managing their promises. A lot can go wrong during your business relationship with customers; it’s necessary to make sure you are always thinking about setting expectations, meeting expectations or resetting expectations.
Customer satisfaction is a result of the service level you deliver compared to what your customer expects to receive. That might well be the case, so you must ensure your product or service is priced accordingly so you can meet needs while being profitable.
Most customers have a set of basic needs that they want from a service, make sure you understand them and work them into your customer service strategy. At R&G Technologies, the sales guys and account managers are very transparent with all customers. The goal here is to not just meet customer expectations; it should be to ‘wow’ customers and exceed them. An awesome example of exceeding expectations was showed by a customer service rep at Netflix. The key is how,you go about acknowledging you have stuffed up and how you put systems in place to fix and reset customer expectations.
At the meeting your aim will be to fix any discrepancies that have caused the problem in the first place.
Unfortunately during this growth, the change was not passed on to the early customers, so as a result; there expectations were still as if they were three years ago. Now that it was taking six hours, they felt the service was not living up to expectations and considered it bad.
I worked with the company to develop a strategy that involved resetting customer expectations and educating customers on what service level they should expect moving forward. So far everything has been going well for the company and the news has been well received by customers. Amazon has been known for outstanding customer service, consistently outdoing their customers’ expectations. To Joe’s surprise, the Amazon customer service representation was very understanding and without a blink, had another PlayStation 3 shipped out to Joe, arriving on Christmas Eve, just in time!
Zappos is considered by many as the company that delivers the worlds best customer service.
In this particular instance, one customer required some new hard-soled shoes as she had just come out of some harsh medical treatments which left here feet number and sensitive to pressure. Two days later, an enormous bouquet of lilies and roses arrived at her door, from the Zappos customer service representative! I came across this great example of excellent customer service in Gregory Ciotti’s recent article on the HelpScout Blog. The email requested if Calloway had any grips in stock and he’d be happy to pay a fair amount for a replacement, that’s how much he loved his putter J. This is a great example of a company doing something small, but certainly exceeding a customers’ expectations for the service.
All in all, great job by Callaway, definitely setting the bar high for all golf manufacturers! If you enjoyed this example, I definitely suggest you check out Gregory’s seven examples of excellent customer service. Based upon some very appreciated customer feedback, I have decided to replace your existing vegan wallet with a complete free upgrade. All their customers must be feeling very satisfied, and I dare say Rogue Industries has gone a long way to retaining some of their not so satisfied customers who may have been upset with the quality of the original product. By understanding customer expectations and knowing how to set and meet them, you can go a long way to achieving high customer satisfaction.
Ross Beard is on the marketing team at Client Heartbeat, the simple customer feedback tool.


A simple customer feedback tool that surveys customers, measures satisfaction and identifies unhappy customers. Client Heartbeat sends personalized email surveys to your customers on a periodic basis to measure customer satisfaction.
By using past scores and industry data, Client Heartbeat identifies unhappy customers are 'at risk' of defecting to competitors.
Unreliable books and unreported income are consistently reported as one the top reasons a business won’t sell.
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The island’s economy may be in crisis, but one may not be able to tell by looking at Puerto Rican women, who reportedly outspend their peers in the Latin American region on cosmetics and personal care products.
Betting on that idiosyncratic phenomenon, direct-sales cosmetics firm Belcorp is introducing its Esika product line to the market next week, expanding its portfolio to cater to customers who although willing to spend, have a limited budget. Galvez said Esika “matches the needs of Puerto Rican women in terms of selection and price. The Esika product line includes more than 300 shades of eye shadows, lipsticks, and blush, as well as a broad selection of fragrances and family personal care products. It will be available to Puerto Rican consumers via catalogs starting May 30, company officials said. Puerto Rico’s cosmetics market is one of the most developed in Latin America and is highly influenced by stateside trends. While there are no specific sales figures available for the local market, in terms of jobs, Belcorp’s direct-sales structure generates self-employment opportunities for about 6,000 people in Puerto Rico, Ramirez said. About News is my BusinessNews is my Business is designed to be a tool that our island’s opinion-makers and leaders can rely on to make quick and smart decisions about their businesses and their economic futures.
If a customer feels like you did not deliver a service that was expected, they won’t come back and buy from you again. It’s unlikely for a hotel to exceed customer expectations if they only just have the customers room ready. The desired level is the service the customer hopes to obtain while the sufficient level is the service which the customer finds acceptable. Many of the customers interviewed want to be ‘relationship customers’, they want ongoing, personalized relationship with the same representative from the company. The study found that some observers recommended deliberately under-promising the service to increase the likelihood of exceeding customer expectations. In order to understand what your customers feel is a good level of service, you first need to,ask them. Something might have to give, but remember the minute you start not meeting customer’s needs, that’s when you risk losing their business.
Too many times I’ve talked to customers where they’ve had sales guys over promise and set expectations so high that their poor account managers had no chance of meeting them. Here you can tell customers what service levels they can expect to receive, what support is available to them, what results they should be getting and what KPI’s you’ll be working towards. They take the approach of leaning on the side of under-promising so that they are always seen to be exceeding customer expectations.
He went above and beyond the required level of service when chatting to a customer via live chat.
What I like to recommend is immediately when you have find out that you’ve failed to meet expectations is to call your customer. Some will be fixable like training employees, but you may also need to reset customer expectations.
The initial customers were told why this change had happened and be assured their business was still extremely important to the company. A lot of customers only knew the company had experienced growth and that the environment was different to what it was like three years ago. Like most things you buy online, it was shipped to Joe’s apartment and since he was at work, left at the doorstep (signed by a neighbor). So when it says three days to arrive, they’ll do all they can to get it there in two – exceeding your expectations. They are always going out of their way to exceed customer expectations – it’s literally ingrained in their culture. Unaware of what shoes would work, she ordered six pairs, knowing the company had a 100% returns policy.
So she got on the phone to chat with a customer service representative to find out what she needed to do to return the other four.
They really cared about their customer and went beyond what was expected to send her some beautiful flowers that left a lasting impression. In this instance of exceeding customer expectations, George, an avid Callaway user, emails the Callaway Customer Service Team to inquire about getting a replacement grip for his putter.
George was happy to pay (probably a premium), but Callaway recognized this is an opportunity to offer excellent customer service and arrange a replacement for free.


My hat is off to Rogue Industries, this is a great example of recognizing the company had failed to meet expectations, then went about fixing the expectations and sending out a replacement product, free. This means you get more actionable customer feedback that you can use to improve satisfaction. There have been slight dips in some years, but not enough to match the economic trend,” said Belcorp General Manager German Ramirez in an exclusive interview with News is my Business, accompanied by Esika brand director Monica Galvez. On the flip-side, if you deliver a service that exceeds customer expectations, you can bet they will come back to buy again, and tell all their friends about the experience. The opportunity lies in the ability to surprise the customer with an uncommon swiftness, face, courtesy, competence, commitment, or understanding. They want a company representative to contact them, rather than always having to initiate contact themselves. This works very well for them because they get a lot of happy customers and a lot of business referrals.
To do this, you must make sure you deliver a consistent level of service that is based on the key areas and KPI’s you have set for each customer when you set expectations.
This experience is often passed onto friends which generates word of mouth referrals and can help create a positive impression of your company. Netflix service rep Michael responded to a live chat inquiry by introducing himself as “Captian Mike of the good ship Netflix” and then asked which member of the crew he was speaking with. There are a number of reasons why this might happen from poor customer service, under-trained staff, expectations set incorrectly, or even growing pains where expectations have changed. As a result, they have one very happy and loyal customer who will forever be spreading the love and talking about his amazing experience. One thing led to another and the two got chatting about diabetes-related issues that the customer and customer service rep’s father had in common. In fact, Zappos actually encourages customers to order several products, check them out, and return what they don’t want. George noted in the email that he had been searching the internet for a place to buy a replacement grip, but just couldn’t find anywhere (see the transcript below). If those expectation were met, that is great – but if they haven’t been, then please accept our apologies. Use the information I’ve discussed today to sure you set expectations correctly right from the first encounter.
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Gordon Tan, Managing Director of R&G, instructs his employees to treat every customer interaction as if they were going to ask for a business referral once the job was complete. Each plan has different customer expectations that have been established and need to be met. For instance, one of our Client Heartbeat customers (an IT Support company) was experiencing some really bad customer satisfaction scores.
Distraught, Joe contacted Amazon, knowing full well it was not their responsibility but thought he’d give it a go, a Hail Mary. Then implement the strategies I’ve recommended to ensure you meet expectations and keep customers happy. Ample parking provided.A From our crew to you, pre-picked berries are brought fresh from the field through a large rollup door and a large pallet door to the walk-in cooler. Keep in mind that there are some risks with under promising as it can reduce your competitive appeal, so make sure you are aware of your competitive environment.
This is a great way to set the scene and encourage employees to give a super level of service. The live chat correspondence continued for five minutes while the problem was identified and a solution provided. According to the Grasshopper blog, Amazon takes advantage of local distributors and freelance couriers.
Michael didn’t need to add the personal touch and act like he was on Star Trek, but he did. The company had grown significantly over the past three years and the initial customers who would get serviced within two hours, now had to wait up to six hours. That experience exceeded Norm’s expectations and he felt the need to post it up on social media sites. The company’s service levels had changed, as it grew bigger, they were not able to be as quick and responsive as they use to be. They were now a much bigger company and had bigger systems in place to manage the service levels.




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