What Expectations Do Your Customers Hold?

My coursework in Understanding Customer Experience this week discussed aspects of customer expectations, satisfaction, and quality. These lessons are tying in nicely with the Neuromarketing course I’m taking and it’s been eye-opening to discover elements of what I thought was “common business sense” be upturned by researchers.

For example, I think we’ve all heard the phrase “underpromise and overdeliver” as a way to “surprise and delight” our customers. And for a long time in my marketing career, I believed that was the way to go. But in process of learning about expectations, it seems that the higher the customer’s expectations, the higher the satisfaction the customer will report – unless there is such a huge discrepancy between the expectation and actual performance. As Professor Margareta Friman noted, disconfirmation needs to be high to break expectations.

Think about that for a minute…let’s say your customers have fairly low expectations of your product. You actually produce a top-notch, high-quality product with a great, well-trained support staff. But your customer calls your highly trained customer service rep, has a good interaction, receives your product, and works as promised. Unless your product and service completely blows that customer out of the water, there is not enough variance between his or her expectations and the actual performance. So the expectations never move in the customer’s mind.

Compare that to an example one of my classmates highlighted, a certain company that produces smartphones and tablets. For months, the company builds anticipation and sets the customer expectations very high about their next product release. “Leaks” about the features, the design, and other aspects of the product happen, building the expectations of the customers to fever pitch before the actual product launch. Once the product hits the stores, there are lines around the block to purchase the next-generation, even though the next-gen might not have exactly have ground-breaking features. But those expectations were so high that those line-waiters never came back with their shiny new toy and said to others “hmmm, the product is just ehhh”. No, instead those fan-boys and girls (I think I’m one of them) are the best advertisement for that company and are so fiercely loyal that debates with people loyal to the “others” can get pretty heated.

Those expectations were sky high, but the product wasn’t so awful that there was enough disconfirmation (until maybe recently) between the expectation and performance. So those high expectations spilled over into very satisfied and loyal customers. Expectations are exaggerated and specific.

What does this mean for organizations? Maybe the whole concept of “surprising and delighting” your customers – which seems to be like kudzu popping up in nearly every industry – is actually the wrong way to go. Perhaps the reason why that particular smartphone manufacturer seems to be so paradigm breaking is because they broke that whole “underpromise and overdeliver” mantra.

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5 thoughts on “What Expectations Do Your Customers Hold?

  1. In Wilson and Gilberts article Affective forcasting, they discus the ability of forecasting feelings, how happy you estimate you will be when you e g buy that smartphone. Wilson and Gilbert describe the impact bias, that people tend to overestimate the enduring impact that a purchase will have on their emotional reactions. They – we – also tend to forget to learn about our experiences and correct for the impact bias.
    If my expectations is that I will be very happy when I get a new smartphone, and that I will be happy for a long time, it is most likely that this will be my memory after the experience, even though my experience didn´t give that much pleasure. I was also able to pay more for the item due to the impact bias.

    Isn´t this another example of who important the costumers expectation is?

    Liked by 2 people

  2. It’s especially interesting to know that even though you as a customer knows that your expectations have been increased by the company itself, like with the smart phone corporation, you’re still willing to pay more just to have the perceived experience of using the products. Though you might know that it’s not really more functional than other similar products.

    Like

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