Meeting or Exceeding Customer Expectations: Consider unique selling points
In January 2018 I wrote an article called “Meeting or Exceeding Customer Expectations – Marketing communications aspect with a practical tip!”
It was concluded in the group discussions that followed – the best practice is to:
(a.) KEEP the promises made in the marketing communication
(b.) NOT endlessly attempt to exceed the customer expectations, because ultimately it will become “a mission impossible” or it just doesn’t make sense financially.
I still believe this is the case concerning the big picture of customer and business transactions.
However, a something could be re-considered in this context. Let’s assume there is a niche that you are particularly good at, then it may well be beneficial to develop that niche to the point that you become renown for it, and thus make it a very strong selling point.
The idea is to exceed customer expectations within that particular niche in comparison to competition.
Everyone has a story about that restaurant in which a certain dish is especially good, so good actually that the customers return just because of it. And as long as that unique selling point is delivered day in day out with the same level of quality, then most likely most of the regular customers are not going make a fuss if something else (less important) is not up to par.
To shortly sum up
(a.) DEVELOP a unique selling point
(b.) Exceed customer expectations concerning that unique selling point IN CONTRAST TO COMPETITION
This is going to be a far better strategy rather than making endless efforts to exceed customer expectations in every customer touch point there is. And in case there are multiple USPs, it may well be advantageous to run a customer survey in order to establish the relative importance of each USP.
An appropriate question could be something along the lines of…
“please identify the following features / attributes most significant / important to you?” and then provide a list of unique selling points with a score range from 1 to 10 or alternatively, a ranking method could be used from most important to least important.
So, why should such a question be asked in the first place, unique selling points are unique selling points, right?
The thing is, even though you might consider those attributes or features as unique selling points, the customers might perceive them differently, to put it simply – not find them important.
Asking for feedback will clarify customer perception and that should give a better understanding of the true value of multiple unique selling points. Well developed ideas – might sound good at first, but for one reason or another, they may not translate to financial gains in practice.