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? Continue reading





