More than Mere Satisfaction

Customer expectations are a function of both reality and fantasy. As customers witness jobs that used to take 10 days being delivered in seven days, they quickly grow to expect seven-day delivery. When your price for a particular piece is 10 percent lower than the customer expected, the customer changes his or her price expectation in the future to 90 percent of what it previously was. If a printed piece wins an award for excellent quality, the customer expects all future jobs to be at least that good. The point is that our target for thrilling our customers is a moving target, constantly getting harder and harder to hit.