How not setting expectations dooms you to fail

12 Sep How not setting expectations dooms you to fail

A note about expectations popped into my Linkedin feed this week. The author Matt Watkinson shared a seven-point list for how customers come by them.

It covered a lot of things, however, sitting underneath any list is a necessary step too many organisations shy away from – saying what they can or can’t, will or won’t do.

In the absence of my setting expectations, it is perfectly reasonable that you, as the customer or other stakeholders to apply your own to the situation.

And the problem with that, is it dooms me to fail.

Because there is no way that I can know what your expectations are unless you tell me (which is unlikely) and even if I ask you, chances are you won’t be able to tell me anyway (pesky little things, they only reveal themselves when disappointed).

So my only choice is to be clear about the expectations I set. At least then you can choose to accept them or not.

Setting aside all the general norms and past experiences Matt includes, this is the opportunity and the failing for most of us. We set expectations badly and then get upset when things don’t happen the way we want them to.

And yes, while some of it is human nature – after all something about being specific about what you can and can’t do just feels a bit unseemly, there is not much unseemlier than being part of the resulting conversations when the expectations I didn’t set bump up against the ones you didn’t tell me you had.

Here are some of the stupid reasons that I’ve heard over the years about why people didn’t set expectations:

• If we are too specific, then they will hold us to it.
• If we say what we will do our competition will one-up us.
• If we say what we will do, customers might decide to go somewhere else.
• They have to tell us what they want, and then we’ll do it.
• They will expect us to do what they want, no matter what we say. 

And plenty more along those lines…

Underneath all the justifications often lies the fact that many businesses have never stopped to think about what they can and can’t, will and won’t do. So if you haven’t done that there isn’t much chance you can set a clear expectation around it.

Of course, the customer or another party in all this isn’t off the hook. If I don’t ask about something I expect and confirm that’s what will happen, then I share part of the blame when it doesn’t.

In general, the onus lies with the person providing the service, product, or whatever. I have to be prepared to do the heavy lifting and clearly state what I will do. And I have to reflect my identity (of purpose and values). Think about the promises to my customers. Think about my own business and employees.

Because whatever the expectations I set, being able to meet them is the most important thing – for my business and my brand result.

Thanks for reading