Exceeding Customer Expectations


We often focus on meeting customer expectations by closing the gap between customer perceptions and expectations. There’s a difficulty in meeting expectations because of all the factors that must be coordinated to deliver on the firm’s service promises. However, an increasingly popular service maxim urges companies to “exceed customer expectations.”—to delight, excite, surprise, and otherwise amaze. According to this formulated belief, merely meeting customer expectations is not enough; a company must exceed them to retain customers. This is an appealing slogan as well as one that sets a high performance standard for employees, but it holds the potential to overpromise to both customers and employees. In attempting to exceed customer expectations, a company must understand a) what type of expectations can and should be exceeded, b) what customer group or segment is to be targeted, and c) the impact exceeding  expectations has on future expectations of customers.

My Consultancy–Asif J. Mir – Management Consultant–transforms organizations where people have the freedom to be creative, a place that brings out the best in everybody–an open, fair place where people have a sense that what they do matters. For details please visit www.asifjmir.com, and my Lectures.

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Delighting the Customer


Companies need to delight customers to gain a competitive edge. The delight is referred to as a profoundly positive emotional state that results from having  one’s expectations exceeded to a surprising degree. The type of service that results in delight is “positively outrageous service”—that which is unexpected, random, extraordinary, and disproportionately positive.

A way that managers can conceive of delight I to consider product and service features in terms of concentric rings. The innermost bull’s eye refers to attributes that are central to the basic function of the product or service, called musts. Their provision isn’t particularly noticeable, but their absence would be. Around the musts is a ring called satisfiers: features that have the potential to further satisfaction beyond the basic function of the product. At the next and final outer level are delights, product features that are unexpected and surprisingly enjoyable. These are things that consumers would not expect to find and are therefore highly surprised and sometimes excited when they receive them. For example, in your classes the musts consist of professors, rooms, syllabus, and class meetings. Satisfiers might include professors who are entertaining and friendly, interesting lectures, and good audio-visual aids. A delight might include a free textbook for students signing up for the course.

Delighting customers may seem like a good idea, but this level of service provision comes with extra effort and cost to the firm. Therefore the benefits of providing delight must be weighed. Among the considerations are the staying power and competitive implications of delight.

Staying power involves the question of how long a company can expect an experience of delight to maintain the customer’s attention. If it is fleeting and the customer forgets it immediately, it may not be worth the cost. Alternatively, if the customer remembers the delight and adjusts her level of expectation upward accordingly, it will cost the company more just to satisfy, effectively raising the bar for the future. Delighting customers does in fact raise expectations and make it more difficult for a company to satisfy customers in the future.

The competitive implication of delight relates to its impact on expectations of other firms in the same industry.if a competitor in the same industry is unable to copy the delight strategy, it will be disadvantaged by the consumer’s increased expectations. If you were offered that free textbook in one of your classes, you might then expect to receive one in each of your classes. Those classes not offering the free textbook might not have high enrollment levels compared to the delighting class. If a competitor can easily copy the delight strategy, however, neither firm benefits (although the consumer does), and all firm may be hurt because their cost increase and profit erode. The implication is that if companies choose to delight, they should do so in areas that cannot be copied by other firms.

My Consultancy–Asif J. Mir – Management Consultant–transforms organizations where people have the freedom to be creative, a place that brings out the best in everybody–an open, fair place where people have a sense that what they do matters. For details please visit www.asifjmir.com, Line of Sight

Work and Corporation Transformation


Innovation excites some and worries others. As change programs are cascaded through an organization, not all those likely to be affected may consider what is sought to be desirable from their point of view. For example, consider the case of the company that is operating internationally:

  • The introduction of a greater number of multi-location and international project groups and teams can bring people into contact with each other who may be paid very different amounts in various parts of the world for work of a similar nature, and give rise to comparability complaints.
  • The vision of the flexible organization may be received very differently according to local labor market conditions.

 My Consultancy–Asif J. Mir – Management Consultant–transforms organizations where people have the freedom to be creative, a place that brings out the best in everybody–an open, fair place where people have a sense that what they do matters. For details please visit www.asifjmir.com, Line of Sight

Riding theWaves of Change


Knowing the rules for riding the waves in the ocean can teach us how to ride the waves of change whether they are rolling into New York, Paris, or Baghdad. The future is coming toward us like enormous waves of change. Set after set after set they are getting bigger and coming faster. The surf is up from California to Bangkok to Vienna to Karachi. But how do we respond is a matter of choice. We can stay on the beach or get into the water.

 The future belongs to those who decide to ride; to those who have the courage to paddle out where the big ones are breaking; to those who welcome the unexpected. Enable yourself to embrace the waves of change, seeing them as exciting and challenging rather than intimidating and threatening. Learn unconventional rules for breaking out of old modes and mind-sets so that we can take effective risks, constantly innovate and continually be on our edge. Follow simple yet effective unconventional wisdom will make your work and your life richer, more rewarding and fulfilling. You’ll find that riding the wave of change is the most exciting and exhilarating way to your life. Ride this wave.

 My Consultancy–Asif J. Mir – Management Consultant–transforms organizations where people have the freedom to be creative, a place that brings out the best in everybody–an open, fair place where people have a sense that what they do matters. For details please visit www.asifjmir.com, Line of Sight

Strategic Intent and Strategic Mission


Strategic intent is internally focused. It is concerned with identifying the resources, capabilities, and core competencies on which a firm can base its strategic actions. Strategic intent reflects what a firm is capable of doing as a result of its core competencies and the unique ways they can be used to exploit a competitive advantage.

 Strategic mission is a statement of a firms’s unique purpose and the scope of its operations in product and market terms. Strategic mission flows from strategic intent. It is externally focused. A strategic mission provides general descriptions of the products a firm intends to produce and the markets it will serve using its internally based core competencies.

 An effective strategic mission establishes a firm’s individuality and is exciting, inspiring, and relevant to all stakeholders. Together, strategic intent and strategic mission yield the insights required to formulate and implement the firm’s strategies.

 My Consultancy–Asif J. Mir – Management Consultant–transforms organizations where people have the freedom to be creative, a place that brings out the best in everybody–an open, fair place where people have a sense that what they do matters. For details please visit www.asifjmir.com, Line of Sight