What is Expectation Setting?

Expectation setting is a marketing tactic that has been around as long as transactions occurred.

It originates from the principle that the more aware a customer is about what's happening, the more satisfied they are. It's all about preparing customers for what they'll encounter and making the process as smooth and clear as possible.

In the world of retention-centric marketing, expectation setting plays a vital role. This approach involves alleviating anxiety and fostering satisfaction by keeping customers informed about what to expect next. It's deployed particularly when a customer is filling in a registration form or completing an order process that includes multiple steps. By clearly stating how many steps are required, you're essentially bringing transparency into the transaction and reducing the chance that the customer will abandon the process midway, thereby increasing retention.

Examples of Expectation Setting

1. A health insurance company uses expectation setting in their online application form by providing a progress bar that shows applicants precisely where they are in the process and the remaining steps.

2. A SaaS-based company sets the expectation for trial users to convert into paying customers by delineating the features and benefits in a sequential manner which they will get after the upgrade.

3. Fast food delivery websites implement expectation setting by providing customers with real-time updates on order processing, dispatching, and delivery time.

4. Online course platforms use this tactic in terms of how much time each module requires, what each course entails, and the skills learners will develop upon completion.

5. eCommerce websites incorporate expectation setting by displaying the total price upfront, including shipping charges and taxes, so there are no surprises at the checkout phase.

Marketing Tactics Similar to Expectation Setting

1. Progressive Disclosure: This technique involves gradually revealing information or features to users, to avoid overwhelming them with too much information at once.

2. Onboarding: This process helps new users understand how to use a product or service effectively, which often involves setting expectations about its functions and benefits.

3. Transparency in Messaging: This is about being clear about your brand values, product features, pricing, and terms to boost consumer trust.

4. Customer Education: This could involve tutorials or guides that equip customers with the knowledge they need to get the most from a product or service, thus meeting or exceeding their initial expectations.

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