Скачать или смотреть Marketing Minute 021: “Managing Customer Expectations” (Marketing Strategy)

For most people in business, “customer satisfaction” is thought of as one of the Key Performance Indicators of the success of an organization’s marketing efforts.

Because of that focus, a great deal of effort goes into creating a purchase experience and a product usage experience that will make the buyer feel content or satisfied.

What many marketers fail to consider is that, while excellent performance is important, managing customer expectations can be equally as important.

We often derive our feelings of satisfaction from a comparison between the performance we receive from a product experience and what we initially had expected.

Some marketers or salespeople try to inflate buyers’ expectations in an effort to gain a sale, only to find that the buyers are then dissatisfied… with the service and product performance that fall short of those inflated expectations.

When marketers set buyer expectations too high, they risk disappointing their customers and losing future sales as a result.

Instead, marketers need to set honest buyer expectations at reasonable levels, and then meet those expectations with comparable performance.

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