One of the biggest hurdles with client retention is setting and managing expectations.  When your offer and the customer’s expectations aren’t aligned, it creates unavoidable problems.  You’ll think you’re doing everything right, but the client is unhappy because they’re not getting what they thought they would.

Open communication is the key to making sure everyone is on the same page.  Here are some tips that will help get the customer’s expectations working in your favor, allowing you to underpromise and overdeliver.

 

#1.  Understand Customer Expectations on an Individual Basis

Not all customers are created equal.  One of the difficult things about managing expectations is that there isn’t one set of customer expectations.  Each case is different depending on the people involved.

Talk to customers individually and modify expectations (both yours and theirs) accordingly.  Often, what you find is that a customer has one individual concern you need to be aware of.  For example, some people like to get phone call updates and see that as an important part of customer service.  Others prefer to communicate by email.

You may also find that a customer is focused on one area of your service and that if you deliver well there they’ll be happy.  When you understand individual customer expectations, you don’t have to be all things to all people.

 

#2.  Make Understanding Expectations a Team Effort

Another important factor in getting expectations is making sure everyone on your team is on the same page.  It’s common for a person at a business to understand a customer, but for the business as a whole to treat them more like a “number”.

Use CRM software to make notes that your team can evaluate whenever they interact with an individual customer.  They need to note the customer’s preferences and modify their communication accordingly.

You’ll only meet customers expectations when everyone on your team knows what they are for each client.  If one person drops the ball, it’s all for nothing.

 

#3.  Proactively Set Expectations

You set the expectations for your customers.  They don’t just make them up based on their assumptions.

Seems obvious, but the latter happens often.  Your customers will come to you with a preconceived notion of what you do.  Often, this notion is not accurate and is the basis for disappointment down the road.

Have a conversation early in the relationship in which you clarify what customers can expect from your business – and what they can’t.

This is a vital step that helps you avoid serious problems that arise when expectations aren’t being met – because they aren’t even aligned with the value you actually offer.

 

#4.  Extend Your Sales Process

During the sales process, your team strives to understand the pain points of each customer and tailor the sales pitch.  When you hit on what triggers their pain point, you can position your offer as the perfect solution.

When you discuss expectations, expand on this effort.  More pain points will come up, and you may even uncover valuable up-sell opportunities.

The more you get to know your customers, the better you can ensure that you’re taking care of their needs with all aspects of your solution – including things that result in more sales.

 

#5.  Product Research

As you review your customer expectation conversations, patterns are likely to emerge.

Often, businesses discover needs and expectations that people would like, but that they are either not meeting or not communicating.

If you discover many new customers have an expectation you meet that’s important to them, highlight it in a new marketing campaign.  Customers are an excellent source for marketing material, helping you focus your message on what they care about most.

And in other cases, you may want to create a new product or service because you realize that people actually want something that you’re not currently offering.

Both of these are a great way to expand your marketing targets so you can satisfy your customer’s needs and generate more revenue.

 

#6.  Wow People By Exceeding Expectations

You can only exceed people’s expectations when you understand what they are.

When you understand your customers, it gives you a new level of insight into how you can wow them with your service.  This is where you read between the lines and see beyond what people merely expect.  You plan to surprise them with unexpected levels of service that truly “wows” them.

This is how you win customers for life.  This is where testimonials, reviews, and word of mouth recommendations come from.

Know your customer’s expectations, then plan how you’ll exceed them.

 

Now for some tips on how to deal with issues that arise and keep expectations high.

#7.  Be Proactive About Issues

Sometimes you won’t meet expectations.  A deadline will be missed.  A delivery won’t happen as it should.

The way to exceed expectations here is to be both proactive and upfront about the issue.  Contact the client and let them know what happened, that you’re on it, and the situation will be resolved.

Few businesses do this well, which gives you an opportunity to carve out a competitive advantage with your customer service.

Sometimes an error is an opportunity.  When you take ownership, communicate, and work fast on a resolution, the long-term result can be increased trust.

 

#8.  Listen and Respond

Let’s say you’ve done all you can but the client still doesn’t think you’re meeting their expectations.  They call and go on a tirade.

Listen.  Let them vent.  When they get it out of their system, empathize.  Then come up with a plan to correct the problem.

If you’re ever going to do well with meeting customer expectations, you need to be a good listener.  If you have a tendency to interrupt people, correct that problem.

After you understand what’s at issue, execute a strategy to solve the problem – and make sure it works.  If you continue to fail to meet expectations, customers will not be forgiving.

 

#9.  Follow Up with A Gift Card or Handwritten Note

Not many customers today expect to get a gift card or handwritten note if there was a problem with service.  Do this, and you’re exceeding expectations.

How much goodwill does a $10 Starbucks card carry?  What’s the value of a short, handwritten note apologizing for any inconvenience the customer might have experienced?

Far more than the money or time invested – this gesture can win back trust and save a client by showing how much you appreciate their business and patience.

 

#10.  Get Help

Don’t go it alone.  Use every resource available to exceed expectations and resolve issues.

In some cases, this may even mean referring the customer to a DIY solution or an alternative to your offer.  The most sure-fire way to lose trust is to keep coming back to people with solutions that involve them paying you more money.  If the expectation becomes that you nickel and dime people every time there is a problem, you’ll be in trouble.

 

#11.  Know Your Pivot Points

In time, you may realize that there are certain time-frames or critical moments in your service where the gap between expectations and what you deliver is at its most tenuous.

Note these times and be prepared to pivot so you can get things back on track.  For most services, there is a honeymoon period, and when this ends you’re at more risk of losing the customer.

Pivot at that time.  Offer a freebie, send a gift, go above and beyond with service they didn’t expect.  Wow them when they least expect it.

One of the great things you can hear is from a customer is “Wow, I didn’t expect that.  Great work!”

Exceeding expectations has as much to do with timing as it does with a specific act.  If you hit them just at the moments they thought things were becoming average, you can greatly extend and improve your customer relationships.