Expectations are everything. And right now, every expectation seems to be getting re-set.
Should I expect that my Everyday Low Price grocer will now have two or three cash registers open, instead of ten? Should I expect some wide-open spaces at my club store, where piles of pallets once sat? And forget the raise… should I be happy to hold-on to my job, even if I’ll work harder this year than last, but earn less?
People, in general, seem to be re-thinking what they expect, from almost every aspect of their lives. They know the stores they shop have cut personnel and inventory. And they know the company they work for is under pressure (at least).
For two thought-provoking takes on the matter, see this briefing from Josh Kimball at Iconoculture, or read this extended piece from Time Magazine.
Implications: Consumers are not the only people who determine new expectations. You do, too. Have you walked through your store or dealership—or used your product or service—from the consumer’s point of view? What aspects of your value proposition are most relevant in the mind of your consumer? What are you doing in-store that the customer could care less about? What unique attribute of your company, product or service made the consumer choose you… rather than one of your many competitors? And just as important as all of these questions: What doesn’t matter?
Looking at life (or a purchase experience) through the eyes of a target consumer can help you make the most logical cost cuts… while mitigating potential damage to your relationship with your customers. It can help you make the smartest product improvements and experiential enhancements.
The customer is re-evaluating what they expect… from companies like yours. Through your responsiveness, innovation and service, the consumer is re-learning what you expect of your company, with nearly every transaction.
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