I start from the premise that customers expectations are never unrealistic. We may think they are but with the odd exceptions customer are reasonable and believe that their expectations are realistic. The challenge for companies is to understand the specific expectations of their customers and ensure that where it makes business sense those needs are met.
One of the myths is that meeting customer expectations or proving a better customer experience means spending lots of money. In a lot of situations it costs very little or even nothing. It’s not untypical for me to make at least three or four recommendations to a client that have a high positive impact on customers at zero cost them. (I have specific examples for anyone who is interested to know more).
The second major point that many companies miss is that improved customer experience leads to better customer retention. We’ve seen many different surveys that claim that 50% – 70% of customers leave due to how they have been treated by their supplier or their by staff. I use this information to do a very simple ROI for clients to demonstrate the value of investing in improving customer experience. In several cases the ROI based on improved customer retention was in excess of 50%.
There are a few articles on my web site that give a bit more background to my thinking and some example of what customers really care about rather than what we think they care about. http://www.simpleplans.co.uk/7.HTML