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How Expectations Influence Customer Satisfaction

Tuesday 5th December 2017


As many of you that have been following our blogs we recognise, Performance in People (PiP) has been a leading light in identifying through our Behavioural Measurement Score® (BMS®) methodology, the 6 key behaviours that impact most on the customers’ experience. However, when we consider how a customer feels about their experience with a brand, the customer’s expectation plays a very important part. Consider the following formula:

The higher a customer’s expectation, the better the customer experience needs to be to deliver customer satisfaction. We have all seen examples of 3 star hotels powering their way to the top of Trip Advisor – was that because the experience was truly better than 5 star alternatives or more is it likely the customers’ received an excellent service against their 3 star expectations?

Factors that influence our expectations:

  • Industry Sector
  • Product/Service Price
  • Premium/Value Proposition
  • Personal or Referred historic experience
  • Service Promises/Marketing
  • Brand Service Perception

This raises a number of interesting considerations. Many of our clients are world renowned service providers; they recognise this status delivers enhanced customer footfall often with a demographic who will pay a premium for products and services. The consequence is that the service delivery must be higher than industry averages if they are going to deliver total satisfaction against their customers’ demanding expectations.

PiP has considered ‘expectations’ within their BMS® methodology and conducted consumer research to understand how consumers’ expectations across our 6 key behaviours vary across 14 different face to face service environments. As part of our ongoing behavioural research, we’re now able to analyse clients’ behavioural performance, comparing this against industry consumer expectations to identify gaps that exist. This allows us to focus on the behaviours that are most important when considering the expectations of their customers.

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