Expectation Effect

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What is the “Expectation Effect”?

“Never promise more than you can perform.” — Publilius Syrus, first-century B.C. Syrian aphorist

Key Points:

• A customer’s perception of quality relies on expectations and performance. The equation Quality = Expecations + Performance is the Expectation Effect.
• After a purchase is made, the performance of the offering must surpass the expectations for the customer to be satisfied. If performance is better than expectations, the perception of the offering will be high.
• Do whatever you can to provide something that unexpectedly delights your customers.

Questions for Consideration:

• What do you customers expect going into a transaction?
• How can you deliver on that consistently, then give them something unexpected and valuable?

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