Customers don’t always specify everything they want. Truth is, not everything can be specified.
Lets say, you go to a restaurant and order a sandwich. You specify the type of bread, filling preferences, sauces etc. That’s what you want and it can be specified explicitly. But you also want the bread and veggies to be fresh. Preparation to be hygienic. Ambience to be nice. People to be courteous and so on. How often do you specify these expectations? It has to be that way.
These are implicit customer expectations and they are powerful. It starts with a decently working product but you deliver real value to customer when you address implicit expectations. Better yet, if you are able to create a new set of implicit expectations, you start leading the way. This not only delights the customer but creates a new standard for implicit expectations in your area of work. When you set new standards for implicit expectations, you move a customer from “experience” to “advocacy.”
Implicit expectations are slippery. Easy to overlook or ignore because they are unsaid and invisible. This is an area where you are likely to take shortcuts because RoI of addressing implicit expectations is not visible.
In your quest to deliver a working product fast (and cheap), do not forget that customer still expects you to address the intangible elements of product that are not specified but certainly expected.
If you want to deliver great value to your customers, you have to get your kitchen in order. That’s where real value is created.