It sounds very simple, but, if we really want to be successful at making the customer happy, we must understand their expectations.

An expectation is simply our personal vision of the result that will come from our experience.

There are two distinct categories: primary expectations and secondary expectations.

Primary expectations are the customers’ most basic requirements of an interaction.

Secondary expectations are expectations based on our previous experiences that are enhancements to our primary expectations.

A customers expectations will change constantly, and each customer will always be unique in those expectations.  This provides both a challenge and an opportunity to continually strive for success.