Expectations Matter: Why I Share Feedback

If you think I'm being a Karen or a Keith (my apologies to everyone with those names, especially my friend Karen Romero), that isn't my intent.

I believe people and companies can't fix what they don't know.

I look for feedback all the time. Sometimes it's a bitter pill to swallow, but I know it's one of the best ways for me to improve, grow, and become better.

On my way to bring a recovery meeting to a detox behavioral health facility, I stopped at my local SONIC in Mount Pleasant. A fresh burger with pickles, onions, lettuce, and tomato (no cheese, please—I'm lactose intolerant... probably TMI 😄), a large order of tater tots, and an extra-large The Coca-Cola Company Zero—my favorite—sounded perfect for the 30-minute drive.

To make things quick and easy, I ordered through the app.

When I pulled into the drive-in stall, the carhop told me, "We're out of Coke Zero. Would you like Diet Coke instead?"

My real answer was no—I didn't want Diet Coke. I accepted it because I wasn't going to make an issue out of it. I also tipped the carhop, as I always do. The carhop didn't create the problem.

Later, I filled out the customer survey.

I wasn't looking for a free meal, a coupon, or any compensation. I shared an observation. At another fast-food chain, if a location runs out of a drink or food item, it disappears from the app. That means I know before I order that the item isn't available. It sets the right expectation from the beginning and prevents disappointment.

After submitting my feedback, I received a response telling me that "Shawn McLean" would be reaching out to me.

Guess what didn't happen?

Shawn McLean never contacted me.

From my perspective, that created two customer experience misses.

First, the app told me Coke Zero was available when it wasn't.

Second, I was told someone would contact me, but I haven't heard from anyone.

Neither issue was a major problem on its own. Together, though, they reminded me how important expectations are.

They also reminded me of Natalie Beckerman's book, When Did You Stop Caring?

I love technology. I appreciate mobile ordering. I enjoyed the burger. The pickles were outstanding.

But I value companies that do what they say they're going to do even more.

That's why I share feedback—not to complain, but because I genuinely believe companies can't improve what they don't know exists. Every piece of feedback is an opportunity to make the experience better for the next guest.

Join the discussion: what company has impressed you by setting the right expectations and then exceeding them?

NielFlamm.com/blog