adminZachary Aldwin Milkshake in the Boardroom
All the extra bits that you offer do not matter if you cannot deliver what is expected of you.
Let us imagine that I go to a hotel, I am greeted by name because the guard at the gate radioed ahead to warn reception I was on my way.
Check in is swift and easy because they have arrangements that render such things efficient.
My luggage is carted by a bellboy who does not expect a tip because he gets paid well.
Everyone smiles, the background music is uplifting, the room is clean, and there is a whole box of chocolates on the pillow waiting for me.
But there is one glaring detail; the pillow is neatly placed on the ground because there is no bed.
At that point all the other bits fall away.
The basic expectations for a hotel are a clean bed and a way of getting clean, preferably with hot water.
From a five star to a backpackers lodge that is what is expected. It sounds crazy that people would forgo the basics in their service but strangely I find it happening periodically.
Allow me to compare my experience with two internet providers over the last two weeks.
The first was installing ADSL at my house. They came within one working day. They called to inform me that they were on the way.
Installation took less than 30 minutes including showing me how to change the router password and name.
Activation was instant and I have had a stable connection since then. I should have stuck with them.
The second company ripped up my yard to lay fibre (incidentally it was assumed when I signed up that I knew this would happen, no one bothered to check if I knew this).
They broke a water pipe in the process despite knowing it was there.
They did not come with all the equipment to complete the installation till the next day. Activation could not be done immediately because all the people that do this were in a meeting.
The speed is erratic but adequate yet falls far short of what they promised. Then they sent me a bill despite me paying in advance for the service.
Despite the difference in processes at the end of the day there is only one thing that really matters; does my internet work at the promised speed.
With one company it does. With the other it does not, not even close to what they are advertising.
They get the basics wrong. If you question them then they point out in the fine print that they offer speeds ‘up to’. There is a mismatch in expectations somewhere along the line.
Brand consultant and author Bernadette Jiwa describes it this way ‘what we’re really trading in is promises—assurances upon which expectations are based, which means that our intention is a big part of what we sell.’
The fact is, people don’t know what your intentions are. They can’t tell by looking at you.
And then, they project their expectations onto whatever intentions you are planning on promoting.
So you have to go the extra step and walk your customers through what your intentions are and what they can expect from you.
An advert that promises me ‘up to 5Mb/sec’ download speeds has a very hazy expectation when it relays into my mind.
To expect that the advert will do all the work for an IT illiterate is also wrong. In this case clearly laying out your intention (we aim to give you uninterrupted broadband) and the expectation (you will get minimum speeds of x at these times of day) and then delivering on those makes for a happy customer.
Clarity matters here. Be clear about your role and those of your team members. Be clear about what clients expect from you, and what you expect from them. Lay out the process your project will follow and the next steps including revision and turnaround times.
Ensure understanding on your availability (is it really 24 hours because when an angry client calls at 2 am you better be ready for it). Then deliver.
Above all deliver your expectations and intentions. Keeping your word is not just morally right, it’s vital to the health and reputation of your business
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