Customer Expectations

Customer Expectations

Customer Expectations Jonathan Poland

Customer expectations refer to the base assumptions that customers make about a brand, its products and services, and the overall customer experience. These expectations can be influenced by various factors, including the customer’s past experiences with the brand, industry norms, and marketing messages. When customer expectations are not met, it can lead to either positive or negative surprise, depending on the specific circumstances. For businesses, understanding customer expectations is important, as it can help them to develop strategies and tactics that align with customer needs and preferences, and ensure that they are meeting the expectations of their target audience. By meeting or exceeding customer expectations, businesses can build stronger relationships with their customers and increase the likelihood of making successful sales. The following are illustrative examples.

Sensory Perception
A customer who tastes a confection such as a macaron is expecting a smell, taste and texture.

A customer of a luxury hotel may be expecting interior designs finished with high quality materials. A customer of a budget hotel may be expecting a clean, comfortable and quiet room.

Fee Structure
A customer of an airline may expect meals and drinks to be free on an international flight.

Security & Privacy
A customer of a messaging app may expect that their messages to friends and family are private.

Customer Service
Customers of a hotel may expect staff to be courteous, amiable, professional and diligent.

Customers accustomed to touch screen interfaces may expect a tap zone around each element such that things don’t need to be tapped with unreasonable precision.

A customer who purchases a product that is delivered with quality defects may expect that they are entitled to a refund if they return it in a reasonable period of time.

A customer who returns to the same hotel frequently may expect the hotel to remember their room preferences.

A customer expects their bank’s website to load within seconds.

A customer expects their bank’s website to be available 24/7 with minimal downtime.

An airline expects aircraft to be 100% reliable in the air.

A customer expects solar panels to be fully reused and recycled at end-of-life.

Learn More
Knowledge Work Jonathan Poland

Knowledge Work

Knowledge work refers to work that involves the creation, use, or application of knowledge and expertise. It is characterized by…

Customer Retention Jonathan Poland

Customer Retention

Customer retention is the practice of reducing the loss of customers to competitors. A high customer retention rate typically results…

Program Efficiency Jonathan Poland

Program Efficiency

Program efficiency refers to the effectiveness with which a computer program uses resources such as time and memory. In general,…

Types of Infrastructure Jonathan Poland

Types of Infrastructure

In an industrial economy, the production of tangible goods and infrastructure plays a central role. This type of economy has…

Customer Convenience Jonathan Poland

Customer Convenience

Customer convenience refers to any aspect of the customer experience that makes it easier and more efficient for them. This…

Management Approaches Jonathan Poland

Management Approaches

Management approaches are methods or techniques that are used to direct and control an organization. These approaches may be adopted…

Trademarks Jonathan Poland


Trademarks are used to identify and distinguish goods and services from those of others in the marketplace. Here’s what can…

Salesforce Automation Jonathan Poland

Salesforce Automation

Sales force automation is a type of management tool that helps businesses automate and streamline their core sales processes, such…

Project Stakeholder Jonathan Poland

Project Stakeholder

A stakeholder is anyone or any group that is impacted by a project. This includes individuals or teams who are…

Latest Thinking

Qualified Small Business Stock (QSBS) Jonathan Poland

Qualified Small Business Stock (QSBS)

Qualified Small Business Stock (QSBS) refers to a special classification of stock in the United States that offers significant tax…

Barrick Gold Jonathan Poland

Barrick Gold

Barrick Gold Corporation (NYSE: GOLD) is a significant player in the global economy, particularly within the gold mining industry. Its…

Newmont Corporation Jonathan Poland

Newmont Corporation

Newmont Corporation (NYSE: NEM), being the world’s largest gold mining corporation, with extensive operations in mining and production of not…

Gold is Money Jonathan Poland

Gold is Money

Overview The history of gold as money spans thousands of years and has played a pivotal role in the economic…

What is Leadership? Jonathan Poland

What is Leadership?

In the modern business world, where rapid changes, technological advancements, and global challenges are the norm, effective leadership is more…

Product Durability Jonathan Poland

Product Durability

A durable product, often referred to as a durable good, is a product that does not quickly wear out or,…

Durable Competitive Advantage Jonathan Poland

Durable Competitive Advantage

The most important aspect of durability is market fit. Unique super simple products or services that does change much if…

Praxeology Jonathan Poland


Praxeology is the study of human action, particularly as it pertains to decision-making and the pursuit of goals. The term…

Business Models Jonathan Poland

Business Models

Business models define how a company creates, delivers, and captures value. There are numerous business models, each tailored to specific…