We’re all being conditioned to expect more and more—whether we realize it or not. It doesn’t matter if you’ve ordered a sandwich or your next curing oven; we want a better one than the last. What was “great” yesterday is only “good” today, and very likely mediocre tomorrow. The effects of heightened expectations can be problematic if you’re not aware. They spill over into the workspace and can alter your customers’ motivation to continue your relationship—even if you’re consistently delivering exactly what they expected before. It’s mostly subconscious and absolutely invisible. What’s news is the high rate at which people’s expectations are actually surging. The raising of customer expectation is not merely a trend but rather, a permanent force of change that your business must reckon with—sooner rather than later. There are many reasons why, but let’s look at 3 you probably didn’t expect.
NOTE: This is the last of 5 consecutive installments of a Material Insights series titled “Four forces of change…why it matters so damn much.” “Four forces” is a concept derived from an inspiring book written by Peter Sheahan, titled “Flip—How to Turn Everything You Know on Its Head—and Succeed Beyond Your Wildest Imaginings.”
3 Reasons you didn’t expect
Customer expectations rise as a result of the other 3 forces at work. If you haven’t already, I encourage you to read about each of these mega-trends in the last three most recent Material Insights posts: (go to “home” and then scroll down)
#1. Increasing compression of time and space. See “Five ways to keep moving forward… in spite of change”—May 12, 2011.
#2. Increasing complexity. See “Four questions that focus on reducing complexity” —May 26, 2011.
#3. Increasing transparency and accountability. See “Two reasons why “change” will force you to get connected”—June 17, 2011.
#4. Rising expectations.
Sheahan identifies four major phenomena of worldwide change that are occurring right under our noses—the effects of rising expectations is one of them. Because each of these movements began so gradually they go largely unnoticed (and invisible) until now. If you are not at least aware you won’t realize the impact until new problems start surfacing. Ignorance and complacency are your only true enemies. The saying, expect the unexpected applies here.
React fast—there’s less time than before
Sheahan warns us to react more hastily these days. Ignoring such ever-present swings will put your business in danger faster than it may have 10- to 15 years ago. Think about it. Doesn’t everything else move quicker than it did before? Don’t you expect it to?
What you can do, now
If your business began trending downward for no apparent reason, I would be asking myself some difficult questions.
- Which one of these movements could be adversely affecting sales, perhaps even eroding existing relationships?
- What possible ways is the compression of time and space affecting your business? Is convenience on your list of added-value?
- How could rising complexity keep your customers away—even if it’s on their side of the fence? Can you offer new services or cut complexity, on your end, in any small way?
- How can you use your understanding of transparency and accountability to create competitive advantage; learn about your competitors’ weaknesses; or better understand your customers’ challenges?
- What, if any, is your exposure? Could there be damage to the perception of your company’s image?
- Customer satisfaction will not be enough. To maintain a competitive advantage, how can you “pre-fulfill” customer wants.
INSIGHT:
Logic suggests that if you meet customer expectations consistently you’ll reduce frustration and generate happier customers. The trouble with that logic is that it does not anticipate the forces that are raising expectations. People want faster, better and cheaper products and services; more options, greater transparency, and flexibility with a smile. Any competitive advantage you currently enjoy will soon turn into a competitive necessity. The world is speeding up and you’re expected to keep pace. Complacency will put you behind and eventually put you out of business.
My inspiration is yours. The central idea, “The Four Forces of Change,” is derived from a book titled Flip— How to Turn Everything You Know on Its Head—and Succeed Beyond Your Wildest Imaginings by Peter Sheahan.
As always, I welcome your comments, questions or more discussion.