Successfully Managing Customer Expectations

Successfully managing customer expectations, especially for a small business, is key to ensuring a smooth relationship and progressive working process and is vital to building lasting business relationships. Every customer is different, and so is every project, but there are basic strategies necessary to effectively manage sign customer expectations. 

Initial Consultation

An initial consultation is absolutely necessary in order to know if you even want to work with them, and vice versa. Getting to know your customer's personality, communication style, and general demeanor will help you determine whether or not you want to take them on as a customer -- whether you are compatible enough to be an asset to one another. You will not be everyone's "cup of tea," and not every potential customer will be someone you want to work with,  even on a small scale. (Find out if you should feel the customer is always right.)

 

During the initial consultation, it is important to openly communicate your capabilities and how they match (or do not match) your customer’s vision, needs, and constraints for their signage. While you do not want to bug them with a minutia of details, asking pointed and detailed questions will give you clarity on their expectations and help you both decide whether you are a good fit for each other. 

It is also important to set realistic timelines for each project’s completion. Find out a customer’s deadline and build backwards from that point. Take everything into consideration, including supply delivery. Be upfront about the true timeline for design, production, and installation. Ensure the customer knows any potential delays or issues that might arise. Be clear about the materials, techniques, and designs you can offer. Avoid overpromising on projects that your shop may just not have the capacity to handle. 

Don’t Over- or Under-Estimate Yourself

Honesty is your friend. If you let a customer down, especially a first-time customer, by not setting a realistic timeline, then you may have lost that customer for life. Take everything into consideration, including supply delivery. Be upfront about the true timeline for design, production, and installation. Ensure the customer knows any potential delays or issues that might arise.

Ensure your customers understand the many stages and facets of the design and production process and the number of revisions allowed. Communicate how changes at each stage can affect deadlines and costs, and be prepared for pushback and bargaining. Stand firm in your cost analysis while allowing for some stretch or cutback along the way.

Be clear about the materials, techniques, and designs you can offer. Avoid overpromising on things that your shop may not have the capacity for. Walk the customer through color variations, material textures, or environmental effects on signage (like fading over time), so they know what to expect once the sign is installed.

Estimates and Contracts

After meeting with the customer and taking time to fully analyze the supply and labor costs, provide a written estimate that includes all potential costs, along with realistic timelines and deliverables. This helps set a clear understanding and expectation of the project's scope. 

Decide whether you will allow for customer revisions, and if so, how many can be made. Then draw up a contract that details all of the costs and deadlines, and go over it with the customer before you both sign off. Make sure the allowance of revisions or additional changes are covered in the contract. If changes happen mid-project, inform customers how these might affect the budget and timing of the project.

If you decide to offer a warranty to your customers, be clear about what’s covered under any warranty for the sign, installation, or materials, so there’s no confusion if something goes wrong later. It’s important to note how long the warranty is in effect for and just what you will do if their sign had issues during the warranty period. .

Communication Is Key

Depending on the size, scale, and time given to complete the project, it is good to communicate with the customer while the project is being completed. Regularly update customers on the progress of their sign, especially during key stages (design approval, production, shipping, and installation). This will help the customer know they are your priority and feel you are teaming with them for the successful completion

If any delays or changes occur, notify the customer immediately and provide solutions or alternatives, where possible. Explain any limitations of certain materials, installation methods, or compliance requirements (e.g., local zoning laws for signage) and partner with your customer on overcoming the barrier. Of course, they should have gotten any needed permits before they involved you in the process, but if not, they need to handle that as soon as possible.

Continuing Support

Providing aftercare instructions is a good way to build customer confidence in you. Be sure to provide guidance on how to maintain and care for their sign to ensure longevity. This can prevent customer dissatisfaction later on and help the customer know you are invested in their success. 

To retain loyal customers, don’t let the relationship become stagnate after you deliver the final product. Hopefully, you will continue to build in the relationship and you will be their go-to shop when their next project is needed. 

Once the project is completed, ask for feedback. This helps to manage future expectations better and continuously improve your customer service.

Managing customer expectations well in a sign business requires transparency, communication, education, and continued cultivation. Setting clear guidelines, offering support, and regularly updating clients help ensure customers are satisfied both with the process and with the end product. Building long-term relationships with your customers ensures value to you and to them and enhances your reputation in the sign industry. 

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