No matter the business or industry and no matter if they are referred to as clients or customers, the key to their satisfaction often starts long before the product or service being provided is received.  Customer satisfaction actually begins with expectations… and those expectations are often set by salespeople who are trying to make the sale.  But if a customer’s expectations far exceed or outstrip the level and quality of the good or service to be provided, it is inevitable that the client will be disappointed or worse.  If high expectations can result in disappointment, then the logical conclusion would be to lower customer expectations.  The problem is that if a customer starts out with low expectations about the product or service they are purchasing, there is a good chance they won’t patronize that business much longer.  What is a company to do?

The first step is to understand that clients can be demanding and will sometimes have expectations that are unreasonable. Unmet expectations, even if they are totally unreasonable, are a recipe for unhappy clients. Setting (finding the happy medium between overpromising and under-delivering) and controlling client expectations is one of the best things any professional can do whether an attorney, Realtor, mortgage lender, property owner, or accountant. There are steps to ensure every client is happy and satisfied client at each stage and the conclusion of any business.

Indeed, managing client expectations is one of the most difficult – and often frustrating – aspects of any business.  However, there are a number of things that can be done to help prevent a client being disappointment.  This is done by helping set client expectations within the bounds of reality. It sounds almost too simple, but when clients are better educated about what they can expect, they are less likely to be disappointed.  Here are 11 steps to follow.

1. Carefully explain the process or product. While the salesperson may have handled a particular situation or type of client hundreds of times before, remember that the client is going through it for the first time. It is invaluable to ensure the client understands the product or service he/she is purchasing.
2. Avoid industry jargon when explaining things to a client. There is nothing worse than a person working with a client / customer / patient using technical language and industry jargon.  This is true of doctors explaining a diagnosis to a patient or an attorney using legal jargon to explain a contract or issue to a client.  It is best to use plain language.
3. Give the client a realistic indication of how long it will take to render a service. Clients want their matter resolved as quickly as possible. Giving a true indication of how long the project or service will take ensures no miscommunication and avoids false expectations.  In the process of explaining the length of time it will take to render a service, it is also important to highlight anything that might interfere and delay the transaction.
4. Provide the customer with a full picture of all costs and disbursements: Clients don’t want surprises when it comes to costs. If a range of fees is quoted, the customer is sure to remember the lower number. Give clients a clear explanation of all fees and disbursements that could be incurred.  In the world of real estate, that is called a Good Faith Estimate.  It is important to be completely honest and forthright.  Nothing is gained by quoting a lower cost and then billing a higher amount.
5. Explain all possible outcomes or results. While customers always want everything to go smoothly without a hitch, unfortunately that doesn’t always happen. Ensure that clients have a clear appreciation of all possible issues related to the purchase or service, including unpleasant ones.
6. Answer all clients’ questions to their satisfaction: Carefully listen to and address any questions a client asks. Do the questions indicate a lack of understanding?  Since stressed clients who have worries and financial concerns may not understand what they are being told, confirm important discussions and advice in writing.
7. Highlight for clients any unexpected changes. Unexpected things can happen through the course of providing any service or product. If something happens that will change the process, timing, costs or outcome, make sure the client is immediately made aware of the change and why it happened. Confirm this advice in writing.
8. Delight Clients. Focus on not just meeting but exceeding expectations. Often this means a compassionate ear. Some companies give front-line employees the authority to award customers who have complaints with products, coupons, or even cash when necessary to resolve a complaint. Even public sector employees are able to give certain products and services to customers with complaints.
9. Be willing to let go of clients who are never satisfied. No matter how much service they receive, there will always be some clients who are more trouble than they are worth. Clients who continually try to monopolize time or resources may not be worth it. If a client refuses to understand the boundaries, end the business relationship with that client.
10. Provide an easy way for customers to make complaints. The best companies go out of their way to make it easy for customers to complain. They organize to respond rapidly when their customers have a problem. These organizations understand what their customers need and expect. The best-in-business organizations practice this.  Some companies even refer to what they do to encourage complaints as “marketing” their complaint system. Companies make consumer service cards available at the place of business. Many solicit feedback wherever they post or publish customer service standards including on correspondence, bills, and on their website Contact Us information. Some offer discount coupons to encourage customer feedback. Many publish information on how they can be contacted in more than one language. They publish 1-800 and other numbers for the company where consumers are most likely to see them, e.g., on the product packaging. Companies also market their complaint handling systems during conferences and meetings, in annual reports, newspapers, association circulars, videos, audio tapes, letters, press releases, speeches, training sessions and via electronic mail.
11. Draw limits. When it is not possible to give the customer what they would like, it is still possible for a customer to feel that he or she has been heard and has been treated fairly. A number of techniques convey concern–calling customers and telling them the company understands; giving the customer the best explanation they can; and being open and honest with customers.  Being professional and considerate of customers enhances their view of the organization–even when the customer may be disappointed with the outcome.

Satisfied customers start and end by controlling expectations.  With everyone having a clear understanding of what to expect, customers are much more likely to walk away happy.  Ultimately isn’t that every company’s desire?

Quote of the Week

“The best things in life are unexpected – because there were no expectations.” Eli Khamarov

© 2013, Keren Peters-Atkinson. All rights reserved.