Managing Customer Expectation
“Discuss the critical factors relating to Customer Expectations and the ways in which organisations can ensure that these expectations are consistently met or exceeded
The UK is in a recession and business are getting hit hard, people are no longer spending as much money as they once did on luxuries (fool, 2012) like going out or away for a short break. Companies need to adapt to this market so that they can continue to be in this market, the way that companies can adapt is by offering the best service for customers as possible. Customers like to have an extremely positive service whenever they spend on luxuries like going out or having a break, Companies therefore need to offer service which stands out from the rest of the businesses out there. Especially as the recession means customers no longer have any money to waste on going out all the time, so when a customer goes out for them to want to go back means that the business needs to be meeting or exceeding expectations as set out by their customers every single customer experience. There are two levels to expectations, what the customer desires to happen and an acceptable level of service which is provided, expectations are made up of past pleasant and negative experiences at similar or the same place of business such as a another branch, a customer will remember the good and the bad. This is known as the Zone of Tolerance concepts as coined by Johnson (1995), performing above the tolerance zone will surprise customers and therefore increase loyalty to that store and also the chances of the store making it through the recession and still existing. There are many ways in which an organisation can ensure they are given the best customer service so that their customers are indeed having their expectations met or exceeded, this essay will look at the critical factors which companies should undertake to survive in this recessions’ market. It is also more economically friendly to your company to ensure your
The UK is in a recession and business are getting hit hard, people are no longer spending as much money as they once did on luxuries (fool, 2012) like going out or away for a short break. Companies need to adapt to this market so that they can continue to be in this market, the way that companies can adapt is by offering the best service for customers as possible. Customers like to have an extremely positive service whenever they spend on luxuries like going out or having a break, Companies therefore need to offer service which stands out from the rest of the businesses out there. Especially as the recession means customers no longer have any money to waste on going out all the time, so when a customer goes out for them to want to go back means that the business needs to be meeting or exceeding expectations as set out by their customers every single customer experience. There are two levels to expectations, what the customer desires to happen and an acceptable level of service which is provided, expectations are made up of past pleasant and negative experiences at similar or the same place of business such as a another branch, a customer will remember the good and the bad. This is known as the Zone of Tolerance concepts as coined by Johnson (1995), performing above the tolerance zone will surprise customers and therefore increase loyalty to that store and also the chances of the store making it through the recession and still existing. There are many ways in which an organisation can ensure they are given the best customer service so that their customers are indeed having their expectations met or exceeded, this essay will look at the critical factors which companies should undertake to survive in this recessions’ market. It is also more economically friendly to your company to ensure your
Bibliography: Business Pundit (2011) Advertising budgets of the top 200 brands [internet], Available from <http://www.businesspundit.com/advertising-budgets-of-the-top-200-brands/> [Accessed May 13th 2012] Daily Mail (2012) Hotel review: An Inspector Calls at.. Timm, p. (2007) Customer Service Pearson. New Jersey. Timm, P. R (2007) Customer Service Career, success through customer loyalty. New Jersey Prentice Hall