In a logistical and supply chain context, the notion of customer expectations is particularly complex because customer are usually business organizations made up of numerous functions and individuals. Different personnel in a customer organization may prioritize the criteria of performance differently, or they may have different levels of expectations for the criteria. For example, some personnel may be most concerned with responsiveness and rapid handling of an inquiry regarding order status, while others may be more concerned with order completeness or meeting a delivery appointment. Meeting customer expectations requires an understanding of how these expectations are formed and the reasons many companies fail to meet those expectations.