In this post, we’ll unpack all you need to know about the concept of underpromise and overdeliver in business, defining exactly what it is, why it’s important, the science and more.
What Is Underpromise & Overdeliver?
Underpromise & Overdeliver is a strategy that businesses use to generate high customer satisfaction by doing more than they originally said they would do.
Why It’s Important
Expectations play a critical role in establishing your customers’ perception of your business. Managing expectations ensures that you are always in position to impress your customers.
The thesis is simple: a good surprise is much better than a bad surprise. In other words, customers would much rather have their expectations exceeded instead of having them subceeded.
When you underpromise, you create the opportunity for your business to exceed the expectations of your customers.
When you overdeliver, you fulfil the opportunity for your business to exceed the expectations of your customers who create a positive association with your brand and become Raving Fans.
In short, underpromising and overdelivering provides a way to manage expectations, prevent dissatisfied customers and ultimately generate Raving Fans.
“Overpromising sets you up for failure. Overdelivering sets you up for success.”
The Science Behind Underpromising & Overdelivering
How you deliver on expectations determines whether you create dissatisfied customers, satisfied customers or raving fan customers.
When a business sets an expectation through their promise, their customer’s brain perceives it as a potential for a “reward” and so it releases dopamine to motivate them to pursue the reward (which is why they buy the product or service) resulting in them experiencing feelings of pleasure. The brain then tracks how their expectation compares with reality resulting in one of three outcomes:
- If their expectation is unfulfilled, then dopamine levels fall and they experience feelings of dissatisfaction.
- If their expectation is fulfilled, then dopamine levels remain stable and they experience feelings of satisfaction.
- If their expectation is exceeded, then dopamine levels rise and they experience feelings of euphoria.
Summary (TL;DR)
Underpromise & Overdeliver is a strategy that enables businesses to generate high customer satisfaction by creating superior service and exceeding expectations.
Underpromising creates the opportunity for exceeding expectations. Overdelivering fulfils the opportunity for exceeding expectations and generates Raving Fans.
