Managing customer expectations

Managing customer expectations Sam Leader

Good customer service is about managing customer expectations. My recent experience with a multinational cosmetics firm provides a textbook lesson on how not to treat your customers.

I wrote a straightforward query via a contact form on their website. On hitting ‘send’, I got the message "Thank you for your query. We will get back in touch soon."

Several months later, I haven’t heard a thing. Clearly they don’t feel I’m worth it.

It’s not that I wasn’t contacted that annoys me, it was that they told me they would get in touch and didn’t.

No matter what size of business you operate, you are responsible for managing customer expectations by accurately informing your customers of your availability.

The first step is to review what channels of communication you make available. If your business card includes your landline, mobile and email, then you must be prepared to handle all interaction that follows.

Don’t fall into what Robert calls the ‘always available’ trap by giving customers every option because you’d feel guilty if you didn’t. A phone number that goes unanswered is more damaging to your business than an unpublished one.

Unless you’re in the business of saving lives, most customers don’t mind you not being available 24/7. What’s troublesome is the pretence of availability unmatched by reality, a la "Thank you for your query. We will get back in touch soon."

Being clear and upfront with new customers is a helpful way of managing customer expectations. “I handle phone calls in the afternoon” and “You can expect a response to emails within 48 hours” give a better impression than creating a “I’ll get right back to you” expectation you’re unable to meet.

Are you skilled at setting and managing your customers expectations? Or is your business awash with ambiguity over your availability? Let us know.

Love your work,

Sam Leader is a director of Flying Solo and its editor. She is the co-author of Flying Solo - How to go it alone in business.

29 Jan 08

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I had a discussion yesterday with an IT fellow, who was working on-site into the wee hours of the morning on a project. He went home, and received a call at 7.30am the following day about a minor issue. He was furious. Phone calls are acceptable during business hours, though you need to train your customers into contacting you other ways :-Email/SMS during non-business hours. If it is an emergency & I am in a position to re-contact the client I will do so, otherwise it needs to wait until the next business day. Heather Smith from Brisbane | Read my articles
I had this same experience with a finance company last week! I did the right thing and filled out the complaints form on their website (with all personal details required) and even my preferred method of contact. The website says responses will be received within 48 hours. This has been the world's longest 48 hours - thanks for nothing! Robert Barnes from Sydney
Sometimes it's difficult when working from a home office to turn off the phone. So a few months ago I asked Telstra for a second 'number' on my business line. (It has a different ring.) I gave that to my family and closest friends. Now after 5pm and on weekends, I only answer the second line 'different ring' calls and let the answer phone take the rest, which clearly states my business hours. My website also states business hours for phone calls. Plus there's an email form. It's helped a lot.
On the other hand, I always acknowledge emails personally - saying something like, 'thanks for the enquiry - I will get back to you in the next couple of days - please call me if you haven't heard from me after 48 hours." This also helps differentiate the urgent from the normal or just enquiries and helps build trust as I am not available 24/7. Karen from Springwood
I'm in a bit of a bind as the landline and mobile can go unanswered if I'm with a client, although I say I'll call back and ALWAYS do, potential clients I fear may hear the "call you back" as "not interested", which is far from the truth. Once they are clients it's not usually a problem as they see how the clinic operates. What to do, besides leaving an overly-long explanatory message? Joanne of balm or energy therapies from Milsons Point
Sam, I am SO with you - this is one of my pet hates! The best one I had was a WEB DESIGN company who answered my email request for a quote ... wait for it ... six months after I sent it! I was like "Pft - if you can't answer a quote request within six months, why on EARTH would I use you?!". I think a lot of businesses should remove their online contact forms - because they don't seem to check the mail! It's exactly what you're saying - it's more damaging to offer that option and then ignore it than it is to not offer the option in the first place. Now, all of that said I have a message on my mobile phone that says "Thanks for calling - leave a message telling me why you called so I can get to work on it and I'll call you back with a solution soon." - and when I'm busy, I don't answer the phone, I just check my messages. Anyone who has a real reason for calling will have left me a message telling me why they called ... which saves a lot of time and hassle ... Leela. www.leelacosgrove.com Leela Cosgrove from Sydney, Australia
Hi Joanne - One smallish step that may make a difference is to personalise your message each day. It takes but a few moments and changes perceptions quite dramatically. For example, hearing a message like this can do a great deal to reassure callers that the business is active and attentive: "Hello, it's Tuesday the 29th of January and I am tied up with clients until lunchtime. Please leave a message and I'll call you back before 2pm." Robert Gerrish from Flying Solo | Read my articles

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