How Do I Manage Customer Expectations?

Customer expectation refers to the customer's expectation of the ability of a product or service provider to solve the problem for itself or provide a solution to the problem.

Customer expectations

Right!

Customer expectation refers to the customer's expectation of the ability of a product or service provider to solve the problem for itself or provide a solution to the problem.

Chinese name

Customer expectations

Foreign name

Customer expectations

Basic gesture

Expectations for a product or service provider.

Customer expectation refers to the customer's expectation of the ability of a product or service provider to solve the problem for itself or provide a solution to the problem. This expectation is an ideology that customers have formed before they participate in the service experience, and it has a strong guideability. Although customer expectations are an ideology, its essence is inseparable from the core of the product or service itself. Therefore, if you can focus on the core of the product or service, you can make a careful observation of customer behavior, opinions and special needs Surveys, customer expectations can be measured.

Customer expectations: Customer expectations

1. The customer's complaint, especially the reasonable complaint of the customer, is the most representative centralized reflection of the customer's expectations. Therefore, the analysis, processing, and summary of customer complaint information are particularly important for the evaluation of customer expectations. By filtering and filtering information that customers have reason to complain, the customer's expectation information is refined to form the customer's expectation basic information.

2. Conduct customer surveys in a planned way and actively collect customer expectations. Carry out outbound surveys regularly or irregularly. According to certain rules, customers are grouped into groups, and some customers are randomly selected in different groups for outbound surveys to collect customer expectations.

3. By paying close attention to the service content and service innovation provided by other call centers (including those in the same industry or different industries), and participating in specific experiences, monitor its key indicators, especially the "whether he has me or not" Service characteristics and relevant leading indicators (connection rate, waiting time, and convenience of operation) are focused on and collected to form specific customer expectations basic information.

Through the above information feedback mechanism and monitoring system, the collection of basic information about customer expectations is achieved. At the same time, relevant departments and personnel are organized to periodically evaluate the basic information, and hierarchically manage customer expectations. What expectations can be invested without a lot of resources? It can be achieved, which expectations can be achieved in the medium and long term, which expectations cannot be achieved and need to be guided properly, and according to different levels of customer expectations, set different points, and finally output the customer expectation evaluation results table.

The expectations of customers are mainly derived from the functional cognition of products or services, and are also affected by their experience in participating in other similar services. Therefore, the establishment of an industry indicator monitoring system is also of great significance to the evaluation of customer expectations.

Judging from the "Customer Satisfaction Triangle Law", although customer expectations counteract customer satisfaction, they are not as low as possible. If customer expectations are very low, it means that customers are not asking for services or products. Nothing, not to mention satisfaction and loyalty. Therefore, in order to properly control customer expectations, on the one hand, we must actively face customer expectations and continuously improve our own services, on the other hand, we must reasonably guide customer expectations, starting from the source, and avoiding customers as much as possible. "Unreasonable Expectations."

(I) Implement layered and tiered services and strictly control the propaganda and guidance links

Hierarchical and hierarchical services have been effectively popularized and promoted in call centers in various industries, such as VIP customers, ordinary customers and other service levels. For these levels, different service contents and service resources have been set up, and there are obvious differences. Needless to say, this provides VIP customers with a superior perception of service experience, but on the other hand, if the propaganda and guidance methods or methods are improper, these special service information may be learned by ordinary customers, and ordinary customers are not aware of it. Corresponding expectations will be formed, but they cannot be provided in the actual customer experience, resulting in customer dissatisfaction. Therefore, while implementing layered and tiered services, supporting promotion and guidance are particularly important. Finding an optimal balance between the VIP customers 'display of honor and ordinary customers' expectations management, it is recommended that layered and tiered publicity be promoted. In terms of choosing to disseminate the characteristics of the service within VIP customers and make a clear comparison with the content of ordinary customer services, in order to highlight the value of VIPs, the mass media method is used for dissemination and publicity.

(2) Starting from the details, do a good job of managing commitments to customers

Commitment to customers is also an important factor affecting customer expectations. As one of the most extensive channels for contacting customers, call centers have a greater impact on customer expectations. The call center can learn from the evaluation results of customer expectations. On the one hand, it optimizes the process to make up for the gap between the indicators with peers as much as possible. Leave more room when making promises, and resolutely put an end to the issue of "short checks" to meet the wishes of customers.

(3) Innovate services to avoid causing customers' mindset

The customer's mindset is the natural enemy of the customer's expectation control. Once the mindset is formed, the customer's perception of the service experience will become a habit. Taken for granted, the subsequent customer expectations will rise. Therefore, in order to avoid the client's mindset, we must continue to introduce new ideas to adapt to changes. Innovative service measures such as the setting of call center expert seats, IVR guideline and corresponding process changes, optimization of customer greetings, and call center multimedia service methods, continuously provide customers with new experience perceptions, effectively avoiding customers' mindset Formation, to achieve the purpose of reasonable control of customer expectations.