Customer Expectations

Objectives

  • Understand what expectations are and how they form.
  • Explore the role of perceptions in shaping expectations.
  • Compare customer vs. developer viewpoints.
  • Consider the impact of time on expectations.
  • Recognize different types of customers.
  • Learn how to set and manage expectations effectively.

Why It Matters

  • Expectations are subjective and emotional—they are shaped by personal experience, beliefs, and communication.
  • Unmanaged expectations can lead to:
    • Loss of business
    • Damage to reputation
  • Customers may feel:
    • “They hate me.”
    • “The team is unrealistic.”

Customer Expectations in Software Engineering

*Adapted from David Root (2014)

  • Agile Development:
    Customers often see Agile as “pay as you go”—they expect flexibility, adaptability, and ongoing collaboration.
  • Lowest Bidder:
    Even when choosing the lowest-cost provider, customers may still expect high quality and full-featured results.

Perception of Value

  • Customers ask: “What makes this a good value?”
  • Value is subjective and can be difficult to define.

  • A useful formula:

    \[\text{Customer Perception} = \frac{\text{Project Performance}}{\text{Expectations}}\]
    • Key Point: If expectations are set too high, even strong performance can feel disappointing.
  • Customers may expect:
    • “New” or “cutting-edge” technology, even if it adds risk or cost.

Takeaways

  • Managing expectations is as important as delivering results.
  • Understand that perceptions, not just facts, drive satisfaction.
  • Set realistic, clear expectations and communicate openly to avoid misunderstandings.

Acknowledgments

This content is heavily inspired by and adapted from lectures by Eduardo Miranda and David Root on software project management. The structure, examples, and pedagogical approach reflect their teaching materials and frameworks.

Sources

  • Root, David. Managing Software Development. Lecture materials, 2014.

Disclaimer: AI is used for text summarization, explaining and formatting. Authors have verified all facts and claims. In case of an error, feel free to file an issue.

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