How to manage customers’ expectations

Customer satisfaction depends, in part, on the gap between a customer’s expectations and the actual performance. A good tactics, seldom used, to increase satisfaction is to shape customers’ expectations. The Belgian Post gives us an easy example.

The most annoying part of going to the post office is the waiting time. I recently saw a leaflet at my local post office where busy and less busy hours are announced. Knowing that, it’s then up to you to decide when to go and whether you want to loose your time or not. If you choose to, you’ll be the only one to blame.

By Pierre-Nicolas Schwab Dr. Pierre-Nicolas Schwab is the founder of IntoTheMinds. He specializes in e-commerce, retail and logistics. He is also a research fellow in the marketing department of the Free University of Brussels and acts as a coach for several startups and public organizations. He holds a PhD in Marketing, a MBA in Finance, and a MSc in Chemistry. He can be contacted by email, Linkedin or by phone (+32 486 42 79 42)