This is the starting point for great service. If you don’t understand the expectations of your customers, then everything that you do is likely to contribute to failing to meet them. Customers will have expectations whether you understand them or not.
They usually consist of outcome factors and process factors and have a zone of tolerance for them to be acceptable. The outcome factors relate to the reliability of the service/product and determine whether the service/product meets the customers’ expectations. The process factors relate to the customers experience and will determine if the customers’ expectations have been exceeded or not.
Quote from a research participant
Once you realise that the starting point is understanding expectations, everything else becomes a whole lot easier. All you have to do is ask people what they want, and then do your best to deliver that to them.
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