When I learned about service, I learned a term called "exceed expectation". To give an example, I ordered a new Macbook a week ago. It should be delivered on 24th. But today, 22nd, Apple called and said they are delivering it this afternoon. I get sooooo happy and excited. This is exceed my expectation.
But of course, expectation can be managed. Apple can well tell every customer that the delivey date is 2 days after when they can actually deliver. Then every customer gets one's goods delivered 2 days earlier. And you get happy and loyal customers!
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