(Mis)Managing Customer Expectations

What causes our customers to become frustrated with their experience? Is it really the quality of the service itself, or is it more of a communication problem? Did the client expect a seven course meal, but you provided them with fast food?

If you watched That 70′s Show, you’ll know where I’m going with this. In the first season, Red and Kitty try to go out to eat at a fancy restaurant, but it’s changed since they were there last… it’s become Blanagan’s. Instead of a fancy night out, Red and Kitty end up seated in a diner where they can’t even get salad served at their table. Their evening is effectively ruined — because they were expecting a fine dining experience, and instead, ended up at a diner.

WAITER: “Hello, I’m Guy and I’ll be your waiter. Would either of you like to help yourself to our Blanagantastic salad bar? …. All the salad fixings and you make you own Blanagantastic salad!”
RED: “You mean my wife has to make her own salad?”
WAITER: “It’ll be worth the trip!”
RED: “You’re kidding, right?”
KITTY: “Red!”
RED: “No, no, no Kitty, it’s okay. Now Guy, my wife didn’t get all dressed up for a special night out so that she could make her own salad. See, she could do that at home. For free!”
WAITER: “But she wouldn’t have eight Blanagantastic dressings to choose from at home! Would she?
RED: “What the hell kinda restaurant is this? You got eight people singing happy birthday, and nobody can bring my wife a damn salad!”

From Episode 1.08 of That 70′s Show: Drive-In

Red and Kitty’s expectation of eating out was vastly different than the reality of their experience at Blanagan’s. Consequently, they were very disappointed with their attempt at dining out.

I want to share another story with you, because it directly relates to the concept of managing a customer’s experience. Recently, I went to an office supply store to get a “while-you-wait” custom return address stamp. Their website advertised that it was to be made: while you wait!

This was a last minute decision. I had decided it would be easier to stamp all my holiday card envelopes than to affix return address labels to each and every one.

So, off the store I went.

At first, I was semi-impressed with the service. I had to wait a minute or two, but this was amenable because the sales rep had greeted me: “we’ll be with you in a minute, ma’am.”

When she finished with the other customer, she asked me how she could help me today. I replied, “I’m looking for the while-you-wait stamps.”

Her: “Oh, for pickup? What’s your name?”

Me: “Nope, I’d like to get one made while I wait.”

Her: “I’m sorry, we can’t do that today.”

Me: “Why not? I thought it was ‘while-you-wait’?”

Her: “Well, with the holiday rush, we’re backed up on orders. I can put your order in now, and call you when it’s ready.”

Me: “No, that will be to late. I need it for today. And besides, I’m already here.”

Her: “Oh, sorry then.”

And that was the end of our chat. I walked out of the store, slightly irritated because of the store’s inability to follow-through with the while-you-wait claim. Well, not just that. It was that I had other errands to be running — if their website had said “stop by, order, and pick up in two hours” stamps — I would have been fine.

I didn’t go there for a custom-made stamp that would take hours. I needed a stamp right then. And according to the advertisement, I knew I could get it while I waited.

It’s all about expectations, and managing expectations. When you go somewhere and are expecting something while you wait… it’s frustrating to find out it will be at least a few hours (or more).

We can translate this experience into other areas where expectations may be mismanaged too. Have you ever gone to a restaurant expecting a certain atmosphere, or menu — only to find out it’s changed? The results can be disastrous.

Remember Bill Knapps? Their staple clients came back time and time again because the food was consistent, the atmosphere was to their liking… and they were used to it. When Bill Knapps tried to change their style to attract the hip, younger age group — they lost that consistency that the older generation loved.

By the time Bill Knapps switch back to their “old” style, it was too late. They had upset all their longtime patrons because of the changes, and lost their staple clientele. Bill Knapps ended up shuttering their doors and closing up shop.

Obviously Bill Knapps tried to salvage the relationship with their patrons too late in the game. But what about my custom stamp?

Could the sales rep have salvaged the interaction?

Yes. Here’s how.

I know for a fact that this store has a stamp kit where you use tweezers to affix the letters you need… in essence making your own custom stamp. But it’s an off-the-shelf product. Why not offer that product to me? Or, if the store had posted on their website that their normally while-you-wait stamps would be next-day stamps (due to the holiday rush), I could have stopped by the day before I needed the stamp so I could place my order.

The moral of the story? Think ahead.

How will your client react to those changes you’re thinking of making? What should alternatives should you offer during a transition period? How can you align your client’s expectations with the reality of your business?