The Best things I learned in Training: Experience versus Expectation

When someone walks into a discount store they have a very different expectation from walking into a high end luxury consumer brand store. They (should) also have a very different experience

It is in the gap between these two dimensions that customer loyalty is born or dies

The higher the brand position in the mind of the customer, the better the experience they expect to have (and the more they expect to pay)

It is crucial for your staff to understand this and for their behaviour to reflect this. And there are so many examples around us...

McDonalds versus a Michelin Star restaurant, Uniqlo versus Prada, Economy versus Suites but whatever the comparison

Higher experience than expectation = success

Lower experience than expectation = failure