What happens when expectations need to be clarified? 

How do you feel if you are told when you place an order that it will take two weeks? On the other hand, how do you feel when you check the status of an order and find it will take that two weeks when that expectation wasn’t set up front? In the latter case, you are disappointed and possibly upset because you may have set other expectations based on your expectations.

Suppose you:

• Set expectations early and reset them as needed along the customer journey.
• Assigned metrics to those expectations.
• Use the SMART (Specific, Measurable, Achievable, Realistic, Timely) framework to set them.

Are you open to collaborating on expectations? It is likely; the answer varies depending on the circumstances and timing. Expectations are a powerful part of the customer journey. It's very easy to think your consumer will somehow know where things are.

Remember that it is up to you to set expectations; it is a powerful tool in the customer journey.