Many organizations do not know what customers expect from their experience and to their detriment. Understanding customer expectations is fundamental. Fail to meet them, and you have, well, failed. You failed to surprise and delight the customer, and you failed to provide an excellent experience that inspires the customer loyalty necessary for customer-driven growth.

We talked about customer expectations on a recent podcast.  From a customer theory perspective, customers need expectations to evaluate their experience by comparing what happened to what they expected to happen. read more…