Customer expectations are through the roof

... so you better take soundings. 

The digital revolution has impacted our culture and we find ourselves struggling to keep up with the pace of change.

One impact is to be less loyal and forgiving when things don’t quite work out how we expect. Think about the last time a website froze on you for a few seconds. We’re fast to abandon and click elsewhere for our expectations to be met.


In this blog if I don’t quickly get to the point you will be off this page like a rocket! You may well have expectations that I will quickly and succinctly give you some new wisdom, new thoughts, new ideas for your organisation - and I need to deliver them fast!

So here goes: our customers are just like us...

...but with higher expectations and less patience for them to be met, if they’re younger than us (speaking generally).

For our organisations that means that every interaction needs to fully meet their customers' expectations. Whenever they interact with us their needs must be met.


Take Soundings

So how can you know, across so many customer interactions, exactly how you’re doing? You need to take soundings.

In sea faring novels the crew would drop a rope with a lead weight overboard to test the depth of the ocean beneath the ship. This was taking Soundings. As the waters became more shallow they would call out to inform the captain where to steer to remain safely afloat and avoid ‘running aground’.

The dictionary definition of Soundings is, “To ask questions in order to gain understanding.”

The big challenge is how to ask, when to ask and what to ask. Here are some tips as we move to wrap up this blog:

  1. Ask in the simplest way possible, using crisp plain language, without interrupting the customers journey. Use as few questions as possible.
  2. Use smart feedback technology so that’s you’re easy to deal with and your customers feedback experience is also positive.
  3. Ask in-the-moment, as data is more accurate whilst fresh in the heart and mind of your customer.
  4. Ask only relevant questions from the customers perspective about the experience they’ve just had.


In other blogs we discuss reporting and acting on the feedback gained. Suffice to say, only a foolish captain would take Soundings and ignore the findings. They wouldn’t want to run aground.

Read More  about measuring experience to understand customer expectations.

About author

Written by Simon Rowland

Simon is the CEO of ViewPoint. Find out more about Simon Rowland.

Leave a Reply