Exceeding Customer
Expectations
Painting & Decorating Contractors of
America Annual Conference
Kim Proctor
Customers That Click

Must exceed expectations
 No longer good enough to satisfy a
customer or meet their expectations.
Meet customer
Loyalty
expectations ≠

Must exceed expectations
Exceed customer • Repeat business
expectations = • Referrals

Exceeding expectations
 LL Bean
 JetBlue Airways
 Amazon.com
 Target
 Apple
 Trader Joes
 Costco

What does it take?
1. Understand customer expectations
2. Emphasis on service & exceeding
expectations with staff
3. Train staff & continually reinforce
4. Measuring results and making
adjustments

The best company=
Craftsmanship
Service

What it sounds like
“We are committed to quality
workmanship, courteous customer
service and beautiful, lasting
results. At Catchlight, our goal is to
exceed all your expectations.”
From www.catchlightpainting.com

What does it take?
 Understand customer expectations
 Emphasis on service & exceeding
expectations with staff
 Train staff & continually reinforce
 Measuring results and making
adjustments

General expectations
 Remember me
 Communicate with me
 Work with me
 Make my life easier
 Don’t overpromise
 Be honest

General expectations
 Communication
 Speed, clarity, get them accurate
information and answers.
 Response time – same day is ideal.
 Keep it positive, useful and valuable to
them, don’t waste their time.
 Watch tone and treatment.

Understand expectations
 What do your customers expect?

How can we be sure?
 What do your customers really want?
How can you be sure?
 Call most recent customers
 Call your top customers
 New customers – ask them what they
want and expect

Exceed Expectations
 What would exceed expectations?

What does it take?
 Understand customer expectations
 Emphasis on service & exceeding
expectations with staff
 Train staff & continually reinforce
 Measuring results and making
adjustments

Build this into your company
Train & reinforce:
 Regularly tell your employees what
you expect
 Share success stories
 Reward those who “get it”
 Let go of those who don’t
(employees or contractors) – they
are hurting your business

Connections
Customers
Employees
Management

What is required from you
 Gather & share information
 Of expectations
 Of progress
 Of areas for improvement
 Constant reinforcement
 Commitment to the all the above

What does it take?
 Understand customer expectations
 Emphasis on service & exceeding
expectations with staff
 Train staff & continually reinforce
 Measuring results and making
adjustments

Measure effectiveness
 How do you know if you exceed
expectations?
Ask your customers

How to measure
ALL THREE:
 Conversations with customers
 During and after the job
 Surveys – email, paper
 Google your company name

To help you….
Books:
 Hug Your Customers
 First, Break All the Rules

Contact information
Kim Proctor
Customers That Click
www.CustomersThatClick.com/contact
Blog:
www.KimProctor.com
Twitter:
www.Twitter.com/retaincustomers