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1.      Seeing the world through your customer’s eyes is the
essential tenet of setting realistic customer expectations.

     You are not providing product or service to yourself, so even if you are convinced that you have your finger on the pulse of the buying public, you must remain objective in your view of how others see you.  How do you do this?  Simply ask your customers and prospects!  Most of them will be happy to tell you how they feel about dealing with your business.  However, if you can’t find the time or wherewithal to ask customers directly, then enlist the assistance of a third party to collect this information for you.  But once you have this information, turn it into knowledge by using it to improve your customer interactions! 

2.      Honesty is always the best policy. 

     If there are any difficult but necessary policies or procedures that your customers must navigate through in order to do business with you, don’t sugarcoat it by pretending that it’s simple or nonexistent.  Instead, take some time to come up with a well thought-out explanation of the issue, and provide clear, detailed, and easy to find directions for addressing the issue.  Usability testing for any automated system is a must!

3.      Appeal to the lowest common denominator. 

      Not to be condescending, but many times we are so familiar with our product or service that we unconsciously feel that everyone has the same understanding we do.  Assume that explanations and definitions are necessary, and then provide customers the option of passing them by when they are not needed.  Web sites are great for this, as terms and phrases can be presented in hypertext, where a user can click on the text and a definition or example can pop up in a new window.  Don’t make your customers have to seek out understanding of your product or service.  Many of them will not bother with the effort, and simply move on to a competitor who provides a clearer presentation of what they do, and the benefits therein.

4.       Speaking of competitors, take the time to know them well.

      You and your competition are going after the same market.  Obviously, some of that market is choosing a competitor instead of you.  Why is that?  What is it that the competitor is doing to present itself, its business, and its benefits, that appeals to certain segments of the market?  Identify, understand, and utilize these things to your advantage.  If there are aspects of your competitors’ business that can improve your offerings, then borrow them and make them your own.  If you can go them one better, by all means, do it and let customers and prospects know.  You are never the only game in town; your market knows that, and you need to know it, too.

5.       Make commitments to your customers and keep them. 

      Be specific when you promise something, and by all means, deliver on that promise.  If something prohibits you from delivering on that promise, you need to notify the customer as soon as possible, be upfront about why you cannot deliver, and inquire as to what you can do to make amends.  Your business’s credibility is at stake, so do not take this lightly.  Otherwise, the expectations that you’ve set for your customers will be one of disappointment, which is a surefire way to kill your business.

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