By Amit Mathur, AGMP-05, 2020
Caption: Image by Freepik
I have always considered myself to be patient. I understand that businesses operate at their own pace. But with quick commerce and e-commerce ingrained in my life, ineffable speed and seamless service have become my standard. Orders arrive in minutes, refunds in hours, and help is just a click away. This has redefined my expectations across all services.
Recently, when my air conditioner broke during a heatwave, I contacted the manufacturer, expecting a technician that day. Instead, after traversing a meretricious call menu, I was told to wait 48 hours. It reminded me of the long drawn experience of surrendering my landline—a quiddity of unnecessary bureaucracy and delays. Why couldn’t they match the speed I have acclimatised to?
I can no longer wear multiple hats when it comes to service expectations. If quick commerce can deliver in minutes, why should I tolerate 48-hour windows for a technician? The standards I apply to one industry now apply across the board. My expectations have converged, and businesses need to catch up. Customer-centric care should transcend industry lines.
This isn’t just about inconvenience; it feels like a violation of the new norm. What’s different now is the power of social media. Frustrated, I vented online, sparking a wave of similar complaints, which forced the company to respond. My post wasn’t just a personal outcry—it was a signal. In today’s age, customer dissatisfaction can go viral, damaging reputations swiftly.
As instant service becomes the standard, companies must adapt. The customer will not tolerate sluggish processes, and public backlash now has teeth. Social media has empowered us to hold businesses accountable, and the message is clear: either meet expectations or face the consequences. This shift inspired me to develop the concept of “Expectation Convergence Syndrome (ECS)”—the alignment of customer demands across all industries.
So, what is ECS?
Expectation Convergence Syndrome (ECS) refers to a shift in customer behaviour where, conditioned by the speed and convenience of e-commerce and quick commerce, customers develop a uniform and rigid set of service expectations across all industries. This makes it difficult for them to adjust their expectations based on the product or service type.
Key Principles of ECS:
- Uniformity of Expectations: Customers expect the same level of speed, efficiency, and service across all industries, whether dealing with retail, government services, or utilities.
- Rigid Expectations: The flexibility to adjust expectations is gone. Whether buying a product or dealing with a warranty, customers demand immediate responses and fast resolutions.
- Service-Dominant Experience: The overall service experience now matters more than the product itself, with customers prioritising how quickly and effectively businesses deliver and support their offerings.
- Cross-Industry Impact: ECS affects industries from healthcare and banking to utilities and consumer durables, pushing them to meet the heightened service standards set by quick commerce.
Implications for Businesses:
- Pressure for Speed: Companies face increased pressure to provide fast services or risk losing customers who expect near-instant results.
- Seamless Customer Experience: Businesses must invest in technology that supports instant, personalised customer interactions—such as AI-driven service and real-time tracking.
- Blurring Industry Boundaries: Companies need to benchmark their service against not only direct competitors but also leaders from unrelated sectors to meet the new standard.
- Internal Process Adaptation: Streamlining processes and adopting customer-first strategies are critical to meet ECS-driven demands for speed and convenience.
Strategies to Address ECS:
- Digital Transformation: Embrace AI, automation, and cloud technologies to enhance service delivery and reduce friction.
- Cross-Industry Benchmarking: Look beyond industry competitors to learn from e-commerce leaders on speed and customer focus.
- Customer Feedback Loops: Use data to reduce friction and improve customer experiences consistently.
- Empowering Employees: Equip staff to handle issues more proactively, reducing response times and increasing satisfaction.
- Leveraging Partnerships: Collaborate with third-party logistics and tech providers to streamline operations and meet heightened expectations.
Expectation Convergence Syndrome (ECS) is a critical shift that businesses must acknowledge. The rigid, high expectations across sectors require companies to evolve, offering faster, more efficient services. Those that adapt will not only meet customer demands but also foster loyalty and gain competitive advantages.
Amit Mathur is a seasoned leader with more than 26 years of experience. He is presently working with Indraprastha Gas Limited as the Head of Department, Innovation, Improvement and Business Intelligence. He lives in Delhi and can be reached at amathur0305@gmail.com
