10 Ways to Spook Your Customers
Don’t Tell Clients What’s Lurking Around the Corner
Creating satisfied, loyal customers is a lot about managing expectations. People's frustration (or delight) with a business is closely tied to the expectations they have going into an transaction. Customers don't like ambiguity or unpleasant surprises. If you don't tell them what to expect – how long they'll be on hold, how much paperwork they'll need to fill out, when they'll hear back from you, etc. – then they're more likely to be annoyed when the interaction isn't as quick, simple or straightforward as anticipated.