Scitent, like most technology companies, sells products and services that we know like the back of our hands. Of course, this is great from the standpoint that our clients feel 100% comfortable partnering with us since we are experts in what we do. However, if we are not aware that our knowledge is just that, our knowledge, then we can potentially/inadvertently upset customers. Let me explain.

When you live and breathe something everyday, you have a tendency to take certain things for granted because, well, you just know them. However, it is very important to remember that when you are dealing with customers they most likely don't know all that you know hence the reason they are coming to you in the first place.

Generally an upset customer is one whose expectations were not met. The true key in any relationship is communication. Not only do you have to be accurate and consistent in communicating with them, you must also never assume anything. This is where your knowledge of how things are done can cause you some problems.

Here is a quick example. Let's say I tell you that I am going to call you in 1 second. We both know that this is not really possible for there are steps I have to take which consume more time than just 1 second:

1) Pick up the phone
2) Dial you number
3) Wait for you to pick up the call

Still, you have a right to be upset with me if I don't call you in that second for I set an expectation with you that I would call within a certain time frame and I did not do it. Now, I knew when I told you that it would take more than a second to call you but I should not have assumed that you knew all of the steps involved and that in fact, I would not be able to call you on time.

This is where processes and documentation come in handy to ensure that customers expectations are set and managed correctly. You can easily put together a package that has documents that states roles and responsibilities, general timelines, and even some FAQs to potentially save you time answering questions you generally get asked. All of this helps educate the customer and gets them engaged rather than feeling like a fan on the sideline not knowing what is going to happen next or who has the ball.

You might say that putting something like this together is a lot of work. That is true, but remember it really only has to be done once and can apply to all customers. Plus, doing this work upfront may help avoid an upset customer down the road. You also get to capture steps and information that you may take for granted so they are not lost in translation to your customers.