My family recently hired a company, let’s call them ABC Siding, to put new vinyl siding on our house. In addition to that, the company we chose provided an excellent lesson in an extraordinary customer experience. During our initial meeting, the company was certainly “salesy”, they had a product to sell, and we had a need. They used value-building tactics in showing us their product and describing the service they would provide to attract us: a new potential customer.
After our first meeting during which we determined we did in fact want them to re-side our house, they begin the expectations setting process during which they embodied a number of strategies to create a positive customer experience.
What did I take away?
Timing: For a project, purchase, or interaction, timing must be established prior to the start of any service or delivery of a product.
Once I have started to deliver on my promise, it is too late to set or reset expectations because any discrepancy between the buyer and seller can result in a change in cost. ABC Siding was transparent about their needs: if we had not trimmed the lilac bush on the north side of the house, that would result in additional labor costs to the siding company.
It is best to separate this conversation from the sale, however, because when trying to sell, I am essentially raising the bar for your product or service.  I am making a promise.
Under Promise / Over Deliver: When I’m in the mindset of making a sale, promises will come off big and bold. During this expectation setting process, it is important to dull down those bold promises and bring the customer back to reality. Using phrases like “earlier than expected”, “less than expected”, or “quicker than expected” are always pleasant surprises I use to help create a positive experience.
Clarify the Details: All variables should be set in stone. I make sure me and my customer are on the same page on color, size, brand, timing, and warranty terms. Make sure to have all these things in writing and make sure that both the buyer and seller have a copy of their own.
ABC Siding checked in with my family multiple times to confirm color, discuss an unexpected obstacle, and to provide updates about the install.
Anticipate the Customer’s Concerns: Be it color, size, brand, timing, or warranty terms, ask the customer if they have any questions. This one takes a bit of practice to master because all customers have unique concerns, and it is my job to realize the customer’s priorities and be sure to provide extra clarity and reassurance about those details. The key? Being transparent. Make sure all documents are available early in the process, provide updates as they become available, and set—and meet—expectations.
 
The second meeting with ABC Siding was the key to ensuring we would be happy customers.  This meeting was specifically focused on setting expectations for the job they had sold us on. They showed us an actual large strip of the siding on the house so we could have a real idea of what the color would look like. Additionally, we did a walk around the house, and they pointed out the obstacles that would be in the way: flower pots, planters, overgrown bushes; they explained that we would need to remove or trim back all the obstacles so the job could go smoothly. Lastly, they gave us a time window when they could reasonably expect to have our project completed.
The expectation setting meeting was the key to success in this case and is what prompted my writing. Many times sales are quick, dirty, and as easy as the customers think they want it to be, but taking the time to set expectations with customers prevents miscommunications, misunderstandings, and complaints.
Remember: if a customer is unhappy, chances are it’s because a sale or service didn’t meet their expectations and the best way to prevent that? Set those expectations right.
 

The COREderback got new siding on his house – and a reminder about just what a good customer experience feels like. How do you set the right expectations? Join the conversation below or email Chad directly.