Understanding and Addressing Customer Expectations

A prerequisite to achieving organizational success is the ability of an organization to attract and retain customers. Customers are considered one of the three primary stakeholder groups that organizations and their leaders must conscientiously consider in planning and preparing for present and future organizational success. The continued support of a loyal customer base is crucial as an organization prepares and positions itself to achieve continued present and future success. Organizations that fail to properly understand and address the expectations of both current and potential customers are missing opportunities to enhance their success, and potentially compromising their continued success and survival. Thoroughly understanding the expectations of customers whose wants, needs, and desires align with an organization’s product and/or service offerings is essential. It is imperative to consider both current and potential customers as an organization proactively plans for present and future success through not only meeting the expectations of targeted customers, but also exceeding these expectations.