The Importance of Setting Expectations for Customers

Dec 14 13:12 2019 Print This Article

One of the keys to marketing success is setting expectations.

It is important to be clear what a customer will experience and the value that your product delivers.

It establishes the rules of engagement and, if done right, sets the stage for customer loyalty.

Here’s a good example of “setting expectations”:

I recently ordered iPhone lightning cables from Anker, which came highly recommended on Amazon.

When the cables arrived, the packaging was slick. More impressive was a booklet with two messages:

1. Information about how to connect with customer service (phone, email, and Website).

2. Suggestions about how to share my happiness with the product (tell a friend, Amazon review, social media).

This is customer-centric marketing that tells the customer that Anker really cares about their satisfaction.

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About Article Author

Mark Evans Blog

Mark Evans helps startups and entrepreneurs accelerate their marketing and sales efforts – everything from messaging and brand positioning to strategic planning and content creation. After starting his own startup and working with three others until 2008, he now works with dozens of fast-growing companies tell their stories better and jump-start their marketing. Mark self-published a book, Storytelling for Startups, which helps entrepreneurs tell better stories. He's also a mentor with HIGHLINE, and an advisor to The Next 36 and Venture for Canada.

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