Expectations? With the impression formed, good or bad, one will set up expectations as to what will be found when visiting the business. In our customer example above, one might expect to sense energy in the firm. People would seem to move about with purpose. This First Call company better meet those high expectations or the customer will wonder about the credibility and product/service offerings from First Call.

Processes and Procedures? The logical train of thought after ‘high expectations’ will be that the way things are done at First Call are undoubtedly efficient and effective. This includes the communications between the customer and the company. Are the contacts reflective of a ‘first to be called’ firm? The customer will expect exemplary interactions with the personnel of First Call.

Products and Services? By the time the customer in our example comes face to face with the products and services, the best is now expected. One would expect seeing framed letters of commendation and recognition for their customer service focus.

Implications When Raising Customer Expectations

If one has a public vision statement and is unaware what the customer "sees" in their mind, then there will be a disconnect between what the customer expects and what First Call delivers. In order to be fully competitive in the marketplace, what is said and what is done needs to be coherent and fully aligned.

Processes may need to be improved or changed. Products and services may need to be enhanced, changed, or repackaged in order to meet expectations. Everyone at First Call needs to know what the customer expects. When one compares what the customer expects and what is currently being provided, will there be gaps in delivering on the expectations? Note that this exercise provides a way to consider what might be perceived as the ideal against what is the current state. This process touches on every aspect of an organization and every member of the business. Such comparisons will help identify key gaps in product/service delivery at all stages of the creation process. What is needed to close gaps between the desired state and the current one? In order to make a vision real, it requires the participation and input from most, if not all, members of the company. When this is done, every member of the company will fully appreciate the power of the vision made real. More important, each member will know better their contribution to the success of the organization.

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