Correct Expectations = Return Customers

I think the biggest key to customer loyalty is correct expectation setting.  If you consistently meet the expectations of your customers they will return.

Suppose I tell you that I am going to take you out to dinner.  We are going to the finest restaurant in the city where I am going to buy you the biggest steak and lobster dinner available.  Fine wine and relaxing music will set the mood of the evening.

When I pick you up I tell you that plans have changed a little.  I forgot that you have to have reservations two months in advance to eat at that restaurant.  Instead, I am going to take you to Panera Bread and get you a nice sandwich.

On a different day, suppose I tell you that I will be providing you a bag lunch.  The bag lunch has a pre-made hotdog, chips and a cold drink.  We will be eating outside, rain or shine.

It’s raining the day I pick you up. When I pick you up I tell you that plans have changed a little.  We had a little more money in the budget than expected.  Instead, I am going to take you to Panera Bread and get you a nice sandwich.

The meal was exactly the same in both situations, but, in the first scenario the sandwich was a big letdown where in the second it was a nice surprise.

A real world example of this occurred when I went to get new tires on my car.  The sign on the service desk said, “Tires installed in 30 minutes or installation is free.” I checked in, gave them my keys, and then walked around the store.

After 45 minutes I returned to the service desk and told them that I was there to pick up my car.  They told me that it wasn’t ready and that I should check back in 2 hours. “Two hours! Your sign says installed in 30 minutes or the installation is free.”  He said, “Yea, I don’t know who came up with that, but, we never finish in 30 minutes.”

In the end it was three and a half hours.  Needless to say I was not very happy.  If the sign had not been on the counter I would have asked how long it was going to take.  They set my expectation and did not come close to meeting it.  I have not bought tires from them since.

Always under commit and over deliver and you won’t have a problem with customer loyalty.