Don't mention benefits if they can't actually be used.

I was at Silom Complex today and stopped for a meal at a restaurant. When it was time to pay, the staff informed me of a promotion with a certain credit card brand, offering a 23% discount. Naturally, as I had that credit card (though initially unaware of this benefit), I used it to avail the discount.

After a long wait, the staff returned, apologetically explaining that there was a problem with the machine and I couldn't use the benefit. I paid using another method but was left feeling dissatisfied, unsure who to hold accountable — the restaurant or the credit card company.

In hindsight, I hadn't lost anything since I wasn't even aware of the benefit initially. But a new expectation was created when the staff mentioned the added benefit. The bar of expectation had been raised, and the failure to meet it led to disappointment, despite my initial contentment with the service.

We discussed this in my Customer Experience class, noting that customer expectations aren't static but can change with additional information received along the way. Businesses often aim to exceed expectations to enhance the customer experience, but they must be careful with offers or benefits. These raise expectations, and if they cannot be met due to unforeseen circumstances, they can lead to service discontinuation or negative feelings.

Consider a business promising discounts or gifts to expedite a sale but failing to deliver as initially proposed. This can turn a positive feeling into a negative one, even if the issue wasn't central to the service.

So, when offering additional benefits or promotions to customers, it's crucial to ensure they are actually feasible and ready to be provided. Otherwise, the situation could easily turn from good to bad.