Managing Customer Expectations

In a recent coaching session an issue came to light regarding a customer compliant. Services were provided and the customer was HAPPY with the results, however the expected level of communication did not meet the customer's expectations. Luckily the customer was a personality type D and shared the disappointment.

The conversation went something like this:

Client: I was just told that our customer was happy with the quality of service that we provided but was not happy with the lack of communications.
Coach: What do you mean by "lack of communication"?
Client: He thought that we did not keep him in the loop.
Coach: So you didn't talk with him about what you were doing.
Client: No, that's not true. We talked with him every time he called, but he was always one step ahead.
Coach: What do you mean by "one step ahead"?
Client: Just about the time I was ready to call him and let him know the status, he called asking.
Coach: So was the service taking longer than normal?
Client: No, it was a normal job.
Coach: What I hear you saying is that you were performing your services normally and customer was more aggressive than your normal.
Client: Yes, I guess that is what I'm saying.
Coach: Let's go back to the beginning. When you were taking on the job, you explained your normal course of business and asked if that was going to meet his expectations?
Client: What?
Coach: When you were talking with him at the very beginning you must have said something like, "Normally it takes us a couple of hours to diagnosis the problem, obviously we will call you to let you know the severity of the problem, the cost and time to fix it, and typically we will then order the parts, communicating with you at the following stages (list) of the repair. Will that meet your expectations?
Client: No.
Coach: Ok, what did you tell him?
Client: We will call to get approval when we know what the cost to repair will be, to get approval, and again when the repair is complete.
Coach: And he was satisfied with that?
Client: Well, obviously he wasn't or we wouldn't be talking about it.
Coach: Do you think this is just an over demanding customer?
Client: No, I am lucky I learned about his disappointment. Had he been a personality type S, I would have never learned about it.
Coach: What do you mean?
Client: Based on what I have learned from you about personality types, 40% of the population are type S and they will not complain to me, however they will tell all of their friends of a bad experience.
Coach: Do you see that something needs to change?
Client: Well, I guess. How did you phrase that you used that ended with "Will that meet your expectations?"

Is this uncommon? No, it is normal. The problem with normal is that you don't create raving fans. Neutral or disappointed customers continue to shop for businesses who create raving fans. Raving fans not only continue to do business in the future, they also tell their friends about the level and quality of service. Raving fans become clients.

The key is to ask, after explaining "normal", ask if "normal" meets expectations. If the response is negative, bland or unconvincing ask what else you can do.

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