Before you can actually begin managing customer expectations, you have to actually know what they are, where they're coming from, and how they may evolve over time. You of course have your basic expectations that work for just about any company--you want it to feel like someone cares about your issues, you want someone who is on time and prompt in their responses, and you want to feel that the person helping you is organized and knowledgeable enough that there will be a successful outcome. But is there more to it than just these basics? If you want to get more advanced, it's going to depend on your industry, company, and your audience. There are a few different questions you can ask yourself to help you create a solid list of expectations: - Look at Google and Yelp reviews. Take a look at some of the reviews on sites like Yelp and Google to see what customers are vocalizing for both your company as well as your competition. - Look at your competition. It's always a good idea to see what your competition is offering customers to see if there is anything you're missing. Take a look at some of the promises the company is making and some of the testimonials to get a full picture. Get the full story at Inc.com Read also "Why Marketers Are Missing the Mark on Customer Expectations" at ClickZ