The Law of Expectation

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When does a luxury stop being something special and become part of the expected? Well, sooner than you think.

Only  a few months ago Wi-Fi was not available in airplanes.  It was one of the last places on earth, 30,000 feet above the earth, where one could truly unplug. But then someone figured out how to connect a moving plane to the web and suddenly such luxury became available on selected flights.

law of expectation

I just boarded a plane that does not have Wi-Fi. I was disappointed, even a bit upset because I now expect to get my email and text messages wherever I am, and fast.

I call this phenomenon the law of expectation. Globalization has accelerated the way new technologies and products reach us. Unwittingly it has accelerated the expectation of consumers as well. That is a tough proposition for those of us in the service industry, including churches and non-profits. The idea of going beyond the call of duty for your customer base becomes an ever-moving target–and a fast one at that.

Yesterday’s “wow” experience becomes today’s “ho-hum” and tomorrow’s “disappointing.”  How can we ever keep up?

I don’t think the expectation race can be won by better technology or products alone. These are now commodities and you better have the latest and best or you will not be competitive for long. But I think the ultimate advantage in the law of expectation lies in the most basic of all business principles: great customer service from friendly and well-trained people.

Think about it. I will go out of my way to do business with people I like, visit stores that understand customer service like the Mac store or Nordstrom while driving by stores that offer the same products.

Where have you found exceptional customer service?

  • The question of “How can we ever keep up?” has become a common phrase in the customer service industry, but a select few have been able to continuously answer this question. As you stated in your article, companies such as Apple and Nordstrom have stayed a step ahead by providing a service beyond what one would expect when visiting any other store. This “above and beyond” level of service has now become the norm and is “expected” by the customer from that point on.  In my opinion, the most successful people/companies in this industry are the ones who can remain flexible at all times and who can continuously deliver the “unexpected” to those expecting the “expected.”

  •  The question of “How can we ever keep up?” has become a common phrase in
    the customer service industry, but a select few have been able to
    continuously answer this question. As you stated in your article,
    companies such as Apple and Nordstrom have stayed a step ahead by
    providing a service beyond what one would expect when visiting any other
    store. This “above and beyond” level of service has now become the norm
    and is “expected” by the customer from that point on.  In my opinion,
    the most successful people/companies in this industry are the ones who can remain flexible at all times and who can continuously deliver the “unexpected” to those expecting the “expected.”

  • I think you’re right on about people wanting to do business where they feel comfortable and with companies they like. I think customization and comfort are key to earning business. Think about the iPhone. With all the apps out there you can customize it to do anything you want. That is why it is such a cool tool. It also adds comfort because you can now do things from your phone that you used to have to do at you desk on a PC.

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