Expectations Set the Standard

Monday, Oct. 19, 2009 | 6 a.m.

I fly quite a bit on Southwest Airlines. For the most part, the employees are friendly, the check-in lines are staffed appropriately and the flights are on time. Because of this, I have a high expectation of the airline. This expectation drives the standard by which I judge my flying experience. I do not have the same expectation for other airlines, and, consequently, I tolerate a lower grade of service from them.

Recently, I had my first poor experience with Southwest. While not terrible, I had an experience more in line with what I have come to expect of other airlines.

I arrived at the airport later than I had planned due to a freeway accident, so I was already rushed and anxious. When I stepped up to the check-in line, I was forced into the electronic ticket line even though the queue was long (50-60 people) and the regular line was short (10 people). I tried to move over to the regular line, telling the attendant that I was a little behind schedule. I was told I MUST use the electronic ticket machine.

The electronic ticket line led to a bank of kiosks of which only three were activated. Two gate agents were working the electronic check-in line, and to me this staffing level seemed to justify additional kiosks being activated. Five gate agents were working the shorter, regular line.

The wait to check my bag and receive my boarding pass was 40 minutes, much higher than I expected. I stood in the line as patiently as I could, surrounded with new “friends,” bonded by the inconvenience. When I finally reached the kiosk, I was mentally prepared for the worst and received late baggage check-in tags. I complained to the gate agent and, although she was friendly, I received little assurance that my bags would be with me on my flight. Three kiosks were not enough to move the line efficiently.

I did make my flight, as I originally expected to. When I walked into the airport, I had an expectation that my bags would make the flight as well, but that expectation was obviously going to be unfulfilled this time.

Remember that it is your customers’ expectations that drive their satisfaction. I’m sure most companies try to deliver excellent customer service. I’m also sure that most companies try to build a brand and set an expectation of excellent customer service. With such expectations goes a high standard that must be achieved each day. Taking a moment off or missing the mark even once risks the customer’s dissatisfaction.

It is simple: Create the expectation. Deliver the expectation. That is the key to business.

For the record, my bags arrived at my final destination on the same flight as I did. But, remember, that is what I expected, even though I know it took tremendous effort to get them there.

I’d like to hear from you:

• How do you set the standard for your business?

• How do you assure that your business will meet its clients’ expectations?

Until next time …

Craig