From the course: Managing Customer Expectations for Managers

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Conduct a marketing and communication audit

Conduct a marketing and communication audit

From the course: Managing Customer Expectations for Managers

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Conduct a marketing and communication audit

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- A company's marketing and advertising is often a big source of customer expectations, this is why it's a good to identify what promises your company is making and then verify whether you can meet those expectations. Here's just a few places you might want to examine. Delivery time is a common area where promises are made. How long does it take for a shipment to get delivered? How long does it take for a shuttle bus to arrive? Or, how long does it take for food to be delivered in a restaurant? You can learn a lot, by timing your actual deliveries and comparing them to what is being promised. One hotel promised guests that its airport shuttle would arrive every 20 minutes. When they timed the operation, they learned that the shuttle averaged closer to 30 minutes. Promising 20 minutes, when it really took 30, was an example of poor expectation management that upset a lot of customers. Response time is another common example. One company promised customers a response to their email in…

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