Managing Expectations is as simple as meaning you’re both on the same page.
Simplify instructions so that they achieve your goal. If your goal is a finished piece of furniture, the instructions should lead to that.
Let’s see how this works in real life.
The packaging on the flat-pack garden shed promised fast, easy assembly:
1. 80% faster than the competitor’s product,
2. using 75% fewer screws,
3, pre-drilled holes
4. and a 30-year warranty.
Taking the manufacturer at their word the customer’s expectations are set.
The shed, in reality, takes two people five hours to assemble. It requires additional drilling. It requires a trip to the hardware store to buy a riveting tool. It also leaves the handymen with fifty unused screws. It costs them a whole Sunday they would enjoy doing something else.
There’s a clear mismatch. The expectation the company set and the reality experienced by the customer were different.
Dissatisfied customers can forgive a product that doesn’t work, to an extent. They can get a quick refund too. Dissatisfaction caused as a direct result of the stories marketers lead customers to believe, are harder to forgive. You can never get that time you wasted back. The confusion the excess materials cause is unnecessary.
Expectations once set are hard to shift.
Our words have the power to change so much more than the customer’s decision to click the buy button.We should use them wisely.
thanks, Bernadette Jiwa for the inspiration for this post.