Well, What Did You Expect?

W E L L , W H AT D I D YO U E X P ECT ? !

Todd Shepard, Founder Shepard & Shepard Insurance Solutions

“ T h a t p l a c e h a s terrible ser vice!” Many of us have exclaimed this at least once. As business professionals we have developed a specific set of skills that help us easily spot poor service, poor follow up, and bad attitudes in other businesses. We are the Bryan Mills of the business world, identifying these issues in others and calling them out in person, online, or during a fiveminute rant behind the wheel.

But what happens when the finger is pointed toward you or your business? Our initial response is to say, “A poor review? How can that be? We care about your customers and prospects. We offer all the latest online options, and our prices are extremely competitive. How dare that customer to make such a ludicrous statement. Poor service indeed!” Often this is followed by an attempt to get the review removed.

So, what went wrong? Assuming you and your staff try your best to be attentive and accommodating to customers and prospects what could possibly prompt anyone to make such an accusation? The good news is it is most likely not a service issue, it is an EXPECTATION issue. When a customer takes the time to give you a negative review it is because his or her experience with your business does not align with the expectation he or she had of the overall experience. It is the responsibility of the business to set that expectation up front otherwise the customer or prospect is forced to create his own or rely on expectations implied by others.

For an example of an expectation set by others we can look to the insurance industry. A prospect calls the agency to request a quote. The insurance agent collects the information over the phone and tells the prospect he will call them back as soon as he has the quote. The process of obtaining an insurance quote could take minutes or even days, sometimes even weeks depending on the type of policy they are seeking. The problem is the consumer is bombarded by TV, radio, or online ads daily telling him a quote takes 15 minutes or less. Unless the agent re-sets the expectation to fit the specific scenario the prospects expectation is exactly that, 15 minutes or less, so there he sits, waiting for a call back right away only to be disappointed when the phone doesn’t ring. The agent assumed the prospect should know it could take a few days rather than setting a clear expectation. Another example is when a prospect applies for financing from a car dealer. The dealer tells the prospect he will call them when the loan is approved but is not specific as to when. The prospect has seen many advertisements indicating ‘instant approval’ which, unless otherwise

indicated, is his expectation. If it takes a couple days the prospect becomes frustrated, assumes he isn’t approved, prompting him to continue shopping elsewhere. Again, a failure to set the proper expectation is to blame for this frustration.

Setting proper expectations is a simple process. The easiest and most effective ways is to do so up front. Before the prospect or customer leaves your office or hangs up the phone all you need to do is set an appointment, including the date and time, for a follow up call. “Mr. Customer, usually the approval process takes a few (hours, days, weeks). I will begin working on this for you and would like to call you Wednesday at 2pm with an update, would that work for you?” Once you confirm the date and time you put it in your calendar and make darned sure you follow up at the exact time (or before) you committed to. To set the expectation even better you could consider a follow up text or email recapping your conversation and include the scheduled follow up appointment. Make sure you clarify the number your prospect or customer wishes you to call so there is no confusion (cell, home, or office number).

This process works in all scenarios of sales or service. An auto mechanic setting a clear expectation as to the time needed for repairs, an insurance agent assisting on a claim, an attorney following up on a lawsuit, or a medical facility processing the results of an exam will all benefit when their customers know what to expect and the overall experience becomes more enjoyable for all parties.

Todd Shepard is the founder of Shepard & Shepard Insurance Solutions and regular contributor to the Front Row. For more information or a competitive insurance quote visit www.shepquote.com or call 855-396-0488