What it is
People's expectations shape perceptions, often creating self-fulfilling outcomes.
How it shows up in CX
Customers evaluate experiences based on pre-set expectations rather than actual performance.
CX pillars it strengthens
ExpectationsIntegrity
How to design with it
1
Manage expectations clearly.
2
Set realistic, transparent promises to prevent disappointment.
3
Exceed key moments.
4
Surprise customers positively in key touchpoints.
5
Use positive framing.
6
Frame experiences to align with customers’ desired expectations.
Supporting biases
Placebo EffectConfirmation Bias
Opposing biases
Expectation ViolationSkepticism Effect
Related biases
Behavioral Biases
Design with behavior, not against it.
Explore more biases, or work with us to apply behavioral science to your customer experience.