Everyone has expectations, some of which are very conscious, and others more unconscious. Of course, consumers also have expectations that they place on products and companies. Companies even arouse some of these expectations themselves. A classic example is the following statement: “We will get in touch with you within 24 hours of your inquiry.” With this, the service provider makes it very clear that he will answer customers’ questions within a day. If the answer is then longer in coming, the company generates frustration among customers. This is often discharged in a negative comment from friends, on online in rating portals, and on social media.
Another example from everyday life: the water meter needs reading and the responsible service provider announces their arrival for a certain working day between 10 a.m. and 1 p.m. You take half the day off work, sit at home and wait more or less patiently for the announced appearance in the specified period. If this employee does not stand on the mat by 3 p.m. without some kind of message, many customers react somewhat irritably. After all, you only rescheduled your own daily routine for this date. You may have taken time off, postponed other appointments, and thus incurred additional effort that was not profitable at all.
Here you should keep in mind what effect a statement that may have been made unconsciously can have on customers. Because they rely on such promises and may base their planning accordingly. If this promise cannot be kept, you should at least give feedback to the customer so that he does not remain completely in the dark.
The first example shows how it can be done better: A company claims to report back within 24 hours and actually responds after two hours. Many customers will be pleasantly surprised here because they may have expected a longer period of time.