If you expect little, you’re rarely disappointed

A visiting speaker at a breakfast networking meeting set me thinking about some key communication principles in business. Dave Bryon, Divisional Director of Burton and District Chamber of Commerce drew upon his past experience as an MD of a budget airline to set about proving to the assembled throng that Ryanair has the best customer relations record of all airlines; Difficult to comprehend at first pass perhaps but then examine the facts: Among the airlines they get the lowest number of complaints letters whereas premium carrier BA apparently gets the most…….even more difficult to believe? No, not really because it’s all about setting customer expectations: Set them high and you set yourself a challenge that if you fail to meet them by any margin your customers will let you know about it. They’ve chosen you based on your promise so why should they let you get away with any transgressions if you let them down? Promise little however and the potential to exceed the expectation you set is much greater. Let’s face it when you fly Ryanair and expect to pay to use the toilet, you’re likely to be delighted when you can actually spend a penny for free! Don’t expect letters telling you this from the majority of your customers, however you’re unlikely to get complaints from them either.

Deliver what you promise

All this makes sense if you’re operating in a low cost no frills environment however whatever your market segment there are a couple of simple communication rules to take note of in selling your service to your customer group if you want them to be delighted by what you actually provide:

• Firstly, be honest with yourself about your market position and the sector you want to operate in. Tailor your offering accordingly.  
•  Secondly, communicate realistic expectations for your chosen segment based on your offering.
• Finally, and most importantly, deliver what you promise!

 Anyone who’s waited in line at a Disney theme park knows that it’s best to under-promise and over-deliver and let’s face it, what customers want most is that your product or service ‘Does what it says on the tin’.    

So back to this morning’s challenge……most of the audience had flown Ryanair at least once and all would do so again……..because they got what they expected!

Thanks to Dave Bryon for his inspiration and Ryanair for the business model.