Expectation part 2.

Last week we began to look at managing expectation. As I'm quite a visual person I will insert a graphic representation of last weeks post in order to ensure it is easy to digest for those of us who prefer to see pictures and maps rather than straight text.

Whilst the map looks quite straight forward i.e. performance below expectation = dissatisfaction, performance at expected levels = satisfaction and performance above expectation = delight, we need to complicate things as we determine what constitutes satisfaction for your customers.

Lovelock et al (2007, Services Marketing, Pearson, NSW, p. 77-8) suggest analysing the following types of expectation when developing your service product and quality standards: desired or ideal expectation or what the customer wants in the ideal world, the optimum quality; equitable or deserved expectation or what they think is fair or right; predictive expectations or what they think will happen; and adequate or minimum tolerable expectation, the very least they will tolerate before looking for another provider. Entrepreneur and keynote speaker / author Peter Sheahan (FL!P, 2007, Random House, p. 32) agrees with many, suggesting that the best type of expectation to start from is the desired or ideal expectation,

"A satisfied need no longer motivates. Once a need is met we move up our hierarchy and start desiring more and more of less and less practical things. Things that were once desires are rapidly becoming necessities".

In other words give people what they want instead of what they expect or need.

Your challenge then is to ask your market what it is they want and get about putting the systems in place to deliver it. Another case of Jita Kyoei (see post 1) developing here!

 

'Til next week!!

Simon "at your service