Customers’ needs are based on their individual expectations. If a company can satisfy these expectations, it will meet the customers’ needs. Customer expectations change frequently in response to a wide range of factors. When customer service fails to meet expectations, the outcome will be customer dissatisfaction.
Customer expectations are therefore met, or otherwise, by service performance, and ideally will result in customer satisfaction.
The quality of customer service can therefore be assessed in terms of its ability to meet those customer expectations. A strong service team is useful, but in itself does not mean that customers’ expectations will be met. Service quality is governed largely by customers’ perceptions, which explains why it is so important to meet customer expectations.
Since customer expectations are perpetually changing, it can be helpful to address the issue by asking for customer feedback directly. Some of the more frequently encountered expectations customers have include fast, efficient and professional service allied to high quality products at attractive prices. This should be supported by helpful staff who are able to answer questions and provide information. (Estep, n.d.)