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CX Week Canada Speaker Spotlight Series: Marc Gordon (VIDEO)

Marc Gordon on how brands can better manage customer expectations

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Kindra Cooper

CX Week Canada

Nobody manages customer expectations quite like McDonald's, says Marc Gordon, serial entrepreneur, CX keynote speaker and founder of Fourword Marketing.

"Nobody goes to McDonald's expecting anything different than what they get."

Businesses fall short of customer expectations because they exaggerate the customer experience in their marketing. Instead, they should focus on meeting – not exceeding – expectations. 

They also miss out on the fundamentals, like helpful/knowledgeable staff, clean facilities and sufficient inventory.

In this Skype chat with Marc Gordon, who is speaking at CX Week Canada from September 23-25 in Toronto, we discuss how to meet customer expectations, corporate "greenwashing," how much businesses should invest in social media and more.