We should aim to understand and deliver what customers want, not necessarily what they expect. Expectation Principles 1. The absence of dissatisfaction is not the same as satisfaction 2. Performance, perception and outcome are the basis of satisfaction. Assume customer expectations are unmet, until you check.
Customers always know the outcomes they want.
Assuming customers don't know what they want causes us to give them what we want. What customers expect is not necessarily what they want. Understand customer-desired outcomes before considering product functions or features. Current customer behavior is not a predictor of future expectations 9. Desired outcomes are stable over time.