For a number of years it has been suggested that the best way to win repeat business is to under promise and to over deliver. The argument being that your customer will be so delighted with your service that they’ll come back for more. However at a recent business development day Carrie Wilkerson, The Barefoot Executive had a different take on this mantra.
Carrie argued that by over delivering we set the bar so high for ourselves that customers will continue to expect more and more for the same money. This leads to ever increasing stress levels as we try to meet customer expectations. It can also lead to an increase in customer complaints because we cannot meet their unreasonably high expectations.
I can certainly see Carrie’s argument, the more one does the more people expect, often for nothing. Indeed it is often those paying the least, or even using a free service, who are the most demanding. We end up spending hours and hours on work for little return. We become more and more stressed.
So what’s the alternative? Carrie suggests that we should put the emphasis on the value of our offer. We should spell out just what people will get for their money and then deliver it. We should go for consistency and reliability and ‘train’ our customers to understand what they will get for their money.
What do you think?