The Economy is Low–But Customer Expectations Are Still High
Everyone enters just about every situation with some set of expectations.
Case in point: My husband and I recently took our kids to see “Bob the Builder—Live.” (Yes, I know you’re jealous. Get over it.) Before show started my three year old Danny kept asking when the movie would start. We patiently explained over and over that it was actually a show on the stage.
The lights darkened and the curtain went up. Bob danced out on stage, and his friends like Scoop the backhoe arrived. Danny climbed on my lap and backed into me, clearly a little alarmed that this was not what he expected. (He warmed up quickly though, especially considering that one of his other expectations for the day had been met—a trip to the souvenir stand.)
Customers enter into business with you with expectations about what the experience should be like. They want a certain level of product quality and service. And these days, from direct marketers, they want low prices. And free shipping, express if at all possible, thanks. And no, they’re not going to take into consideration that for you to slash your prices to compete, it makes it harder for you to deliver all those nifty bells and whistles.
Expectations, of course, vary depending on your brand proposition. Folks who dine at New York’s legendary and pricey Peter Luger Steakhouse have a different idea of what they will and should receive than those who are going through the drive-thru at Burger King.
BK recently ran an interesting promotion that played into their audience’s expectation for cheeky marketing from the brand. The site WhopperSacrifice.com asked Burger King fans to give up 10 of their Facebook friends in exchange for a free Whopper.
As I write, 212,665 friends have been thrown on the flamebroiling pyre. (Wait. Make that 212,845. No, wait. 213,715. Yikes!) On one hand, if you’re the type who’s been on Facebook for a while and have overfriended yourself with anyone and everyone, this might be a good way to clean house and get lunch. On the other hand, it does seem a little cold—deleted friends are sent a notification to let them know their pal gave them up for a burger.
Would I do it? Probably not. Would I be insulted if someone bumped me? Probably depends on who it was—and whether they refriended me once they got their coupon. What it would come down to is what my expectation was from that friendship.
In this economy, are your expectations of your customer base changing? Do you expect them to be more price sensitive and less loyal? Or perhaps more loyal, because they know your brand will be there for them through the tough times? Talk about it over at the Chief Chat forums.
January 14th, 2009 at 12:30 pm
Good post, Beth and a good point. The best way to keep, and even grow market share in a tough economy, is to differentiate yourself with great customer service. It’s a factor so few companies take into consideration. When done right, people will brag about you and the service they received.