Customer Expectation Factors

Four factors shape customer expectations.  Let us identify them in terms of an example:

You have planned a weekend away at a luxurious guest lodge in Mpumalanga.  The following will probably influence your expectations of your stay and the service at this lodge:

Explicit service promises - what you read about the lodge; what are promised in the lodge’s advertising material.

Implicit service promises - what the chalets at the lodge look like; the appearance of the staff at the lodge; the rates charged.

Word of mouth - what friends/colleagues/family have told you about the lodge; other people’s first-hand experiences at the lodge, which they have shared with you.

Past experience - maybe you stayed at the same lodge a couple of years ago and the memories of that experience shape your new expectations.

So, what is the bottom-line?  As service providers we are responsible to live up to those expectations!

Service is Only as Good as the Customer’s Perception

It does not matter how well we think we’re doing. Customer perception of service is the only measurement that counts. Based on recent surveys, these are our customers’ top complaints:

• Promises are not honoured.
• Service was rude and inefficient.
• Feeling victimised by the business or operation.
• Delays and long waits.
• Lack of communication between parties and duties.
• Questionable business integrity or honesty.
• Feelings of being dismissed or discounted by the person.