Setting the Right Expectations
Because of the Christmas season, I do more shopping than normal at this time of year. As a result, I am even more sensitized to the different experiences that I have with retailers based on the expectation levels that they set. Although everyone wants a good deal, the level of service can be the memory that sticks with you.
Many retailers emphasize service; some even have signs in their place of business that say “customer service”. Recently I took a VHS tape into a large retailer who converts VHS tapes to DVDs. The store was very busy and the person wanted to get through writing out my order as quickly as possible. They took my name and other important information including my phone number, checked off a few boxes and gave me a copy of the order sheet. At the top of the order sheet in bold letters was the statement “2 – 3 WEEK SERVICE TIME”. There was also a 1-800 phone number beside the statement: “DVD Questions” that I assumed was for inquiries about the order. This seemed straightforward and I left the store excited about picking up the new DVD in a couple of weeks. That was October 10.
By the first week of November I hadn’t received a call so I thought I should initiate contact with the retailer. I called the 1-800 phone number at the top of the order sheet and found that I was connected to the supplier who was processing the VHS tape – not the retailer. The person on the other end of the phone told me that the retailer normally called to track an order. After some prodding, the person checked into my order and explained that it would be ready early the following week. They also made it clear that they had done me a favour.
I waited until the end of the following week for a call from the retailer. No call – so I called them. I explained that it had been five weeks since I put my order in. They informed me that there had been a sale on and orders would take 4 to 6 weeks and that no one would have told me 2 to 3 weeks. It appeared that this wasn’t going to be easy, so I stayed focused on the end game and asked if they could tell me when my order would be ready. The answer came back “no I can’t. We will call you when it’s ready”.
I waited another 2 weeks and heard nothing from the retailer. So I called the retailer again. The person on the other end of the phone said “We’ve been really busy. Have we called you? No? Then it’s not ready”. They seemed a little exasperated and frankly I had the impression that I was not the only person calling to follow-up on an order because it sounded like they had said this before – a lot. On December 1st, I finally got the call I was looking for – the DVD was ready. I went to the store to pick it up and spoke to the person in the store about the delay. They explained that there had been a sale on to feature the ‘conversion service’. The irony of this was that I had now been introduced to a “service” that I would never ever use again.
So why do I share this story with you? What’s the point? It seems to me that this story is about expectations. The retailer created expectations both in terms of the time frame that I would receive my goods back and in terms of my ability to follow-up using a 1-800 number. Both expectations were sadly misleading. The irony of it all is that they were very busy answering phone inquiries to respond to the misleading expectations rather than spending time completing my order. Had they said “it will take eight weeks to complete this” in the first place, then I wouldn’t have called and they would have been less busy. I also might not have signed up at all. However, if they didn’t want to tell me would take eight weeks because they were afraid I would not sign up, then they were using flawed thinking because now, rather than being uncertain or unaware of their “service”, I’m very clear that it’s just bad. All of this happened simply because their expectations were misleading and because of a defensive response to the mistake.
The parallel point I’d like to make out of this situation is that relationships are significantly affected by the process of setting expectations and keeping promises. If you want to build trust, you need to articulate expectations honestly and then do everything you can to meet them. In the end. trust is built if you DWYSYWD (do what you say you will do).
As always, I welcome you your feedback. Here on my blog, I offer commentluv. For you bloggers out there, if you leave a comment, you can link back to your own blog. But you don’t have to be a blogger to leave a comment; I’d like to hear from everyone!
Dave




I am reading Daniel Pink’s latest book entitled “Drive”. In his book he reveals some very interesting studies on motivation that challenge the current paradigms on the effectiveness of “carrot & stick” reward systems. One of the points I believe he is making is that individual motivation comes more from intrinsic drivers than from extrinsic drivers, meaning that people are driven by what they find meaning in (internal drive) vs. the demands or rewards that are placed upon them by others to motivate them (external drivers). Intuitively this makes a lot of sense but it goes against our common beliefs of motivation. Much of the work in developing reward systems focuses on developing a “one-size fits all” system for motivating people that, by its very structure, presumes that the same thing motivates each individual. Pink’s book makes the case for intrinsic motivation being a much stronger force, which means that we must understand each person’s 




