9.2.3 Promise good. Deliver great!
Behind the organisations that provide service excellence there are discerning and demanding customers. These organisations have staff that listen carefully to their customers to determine and then exceed their expectations. They make decisions and act in response to customers' motives, needs and expectations.
These staff are also aware that customers' service needs change, as do their expectations of how well these needs will be met. Customer expectations change as customers become more sophisticated and other competitors offer more products and additional services. You should not only be prepared to cope with this change but also be prepared to anticipate these changes and the changes in customer expectations.
Today's excellent service may be tomorrow's norm.
Do not make the mistake, however, of creating unreasonably high customer expectations. Do not make promises that you may not be able to keep and thus disappoint your customer. While promises may entice customers to use your service the first time, unfulfilled promises are unlikely to result in repeat business.
Clearly and honestly communicate with your customer about what level of service you can provide. Macdonald's Restaurants, for example, promise quick, cheap and consistent meals. They do not promise a gourmet delight. You go to eat at the "golden arches" with a very clear idea of what service and what goods will be provided.
Thus, while we have placed emphasis on exceeding expectations, we do, of course, mean in a manner appropriate to the situation.
Let us say that when you arrive at Macdonald's, ready for your Big Mac and Coke, you are greeted at the door by an elegantly attired gentleman who majestically escorts you to your equally elegantly laid out table. This certainly would exceed your expectations. Would it be appropriate? Would it ever be likely to happen again?
Know exactly what your customer expects/wants (some people hate silver service) and what is possible in order to exceed your customers' expectations appropriately .
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