As customers, we all have certain expectations before we use a business. If you are going to a pizza bar, you expect that the pizza will be served with the toppings you specify, that it will probably take about 15 minutes to prepare, and that it will be packed in a box that will keep it warm until you get home. You will be charged a standard and acceptable price, and in all likelihood the pizza will taste reasonable. Subconsciously, these are all of the expectations that you have regarding this purchase. If the pizza bar meets them all, you will walk away happy and will probably return.
If you have been going to the same pizza bar for some time you may have developed a rapport with the employees, so if they mess up one or two of your expectations, you may forgive them. Perhaps you had to wait longer than usual, or they increased their prices and you were unaware of the change. Whatever the case, the degree of confidence that you subconsciously have in the business will determine how much you will tolerate.
If you are using the business for the first time, however, and they fail to meet even one of your expectations, it is very likely that you won't go back again (unless it is a completely convenience-based decision, such as the pizza bar is across the road from your home).
On the other hand, if the business exceeds your expectations - perhaps they gave you free garlic bread - and they delivered on every other expectation, you will go away raving about the business to everyone you know.
The two real keys here are identifying what your customers expect, and then meeting and, where possible, exceeding these expectations. This point is reinforced throughout this book as a key factor in understanding the customer service cycle.
Identifying your customers' expectations requires an open mind and communication with other people - your staff, your customers and your friends. What do your customers expect when they come to your business? Ask a lot of questions and put yourself in your customers' shoes. Look at your business from a customer's point of view and try to identify what they expect from you. Think about yourself when you make a purchase. Stop for a few seconds and go through the purchase process and the expectations that you have before you enter a business, and then try to determine if those expectations were met.
With regards to your own business, once you have a very clear understanding of what your customers expect from you, you can begin work on ensuring that you meet these expectations and, hopefully, exceed them.