It is truly easy to lose a customer and future business by not meeting expectations. Maybe not the first time, but the second or third time… well, you get the idea. As I have seen this in a number of instances, I will just give a simple, mundane example not related to the industry.
A few weeks ago I went to the KFC near the repair shop and asked for the special they had on their sign related to ‘grilled’ chicken instead of the other deep fried variety. The idea was to get something quick and reasonably healthy (no comments, I know). I was told it would take 45 minutes to make the meal. So I left and went to another place and actually got something better. Same thing today, went in and asked for a grilled chicken meal, was told 25 minutes this time. Managed to convince them that I would take a mix of the grilled chicken that they did have available that did not match their menu. They charged me extra, served up the meal, I returned to my office, opened it and discovered that they gave me all wings and the worst of the deep fried variety. Unfortunately, I did not have time to take it back and get my money back. However, having remembered a similar experience a while ago, I have figured that this is their standard practice. Therefore, no more KFC.
Over-promising and under-delivering is a common issue in business and personal lives. It becomes a true issue when people are given unreal expectations that cannot be met. In the end, regardless of discounting, having to invest more by providing expensive services at no charge, and other unproductive activities, the client will remember only that you did not meet those expectations and not the profit-killers that were added on after.
The real challenge is to set realistic expectations and to not promise what cannot be provided. This can sometimes be a challenge, goodness knows I have run into challenges the past few years.
The key is to ensure that any commitments that are made are reasonable and if they cannot be made that the other party is aware of that fact. While there may be some concerns before and during the commitment, it will be remembered that you met it rather than complaints that you did not deliver. Excuses do not matter, what matters is when you under-commit and over deliver.
Basically: actions count, not words.
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