This first step is to ensure our clients’ have a clear understanding of their own clients’ expectations. However, as the old adage goes “No two clients are alike”.
So with no two clients being the same – with different lifestyles, beliefs and demographics creating different expectations and preconceptions – we need to reveal the crossovers and similarities that they do share.
To help reveal these we split expectations into two camps; explicit and implicit.
Explicit client expectations are easy to understand and deal with. An example would be attending a meeting at the scheduled time.
Implicit client expectations are harder to define as they are often the unspoken assumptions about the experience your brand delivers. For example, a client who believes they are highly valuable to you may well expect more senior, experienced employees to work across their account.
We help our clients view the experiences their brands deliver as a whole. For example, they may be clearly articulating what people should expect from their brand on their website, but that won’t necessarily be enough. Some people will make assumptions and not read or pay attention to this channel, and then be disappointed when they don’t get what they expect during a meeting or call.