Customer Expectations versus Customer Needs
When you buy a product, you expect it to work the first time. When you shop at a discount supplier, you expect the quality to be less than the high end dealer, but you still expect what you buy to work.
People expect a good quality product based on the price they are willing to pay. The customer already has a specific expectation. These expectations are usually based on their perception of you, your company and your industry. They are formed through personal experience, and the experience of others with whom the customer interacts.
You have the opportunity to Satisfy, Dissatisfy or to Impress your customer.
There are two types of needs. Tangible and Emotional. The tangible needs are not hard to see. There is the need for shelter, food, safety and transportation. The emotional needs are more complex. These are about product and service, how the service provider or organization make you feel. Am I safe? do I feel good? Do I feel valued or respected?
Most persons tend to forget that the tangible as well as the emotional need to be addressed when offering service.