What you promise versus what you do.

You can send a conflicting message if you lead customers to expect a level of service that differs from what you normally provide. Over-eagerness to be more responsive, or to match or exceed a competitor's service, may cause you to commit to an overly ambitious level of service. Customers who fail to receive the promised services quickly learn to ignore your claims and to expect instead, the level of service they are actually receiving.

What you imply versus what you do.

Even without making an overt promise of service, it's easy to crate a conflicting message. My customer surveys, for example, tell customers their feedback is important? Consequently, some customers assume they will be informed about the survey results or any changes that will take place as a consequence of the results. Such notification rarely takes place. As a result, if changes are implemented, customers see little connection between their feedback and the changes. Failure to follow up on what customers perceive as a promise may be one reason that lower response rates are seen in any subsequent surveys.

What you say versus how you say it.

Conflict may occur between statements you make and the way you look or sound when you make them. People often give greater credence to your demeanor or the tone of your voice than the specific words you use. Its subtleties such as these that make the difference in how customers rate their satisfaction with the service they receive. If you answer the phone sounding bored or fatigued, or revealing the stress you may be experiencing, callers can hear how you feel - even if your words suggest otherwise. Conversely, if you answer enthusiastically, you communicate to the caller that you're pleased to hear from them. Especially in the case of customer support, to a person with a problem, nothing is as reassuring as someone who sounds eager to help.

Keep in mind that everything you do or say has the potential to influence perceptions and create expectations. Continually ask yourself what expectation you may be creating and explore ways to eliminate any causes for conflict.