Set expectations high to win new business.

This article focuses on winning new business by setting a high standard of customer expectation in the U.S. If one is consistently exceeding the customers' expectations, then the exceptional customer service, while helping one retain the client base, is not winning new business. The definition of exceed indicates that clients are surprised that they were provided with such a high level of service. The client obviously did not take your ability to provide such service into account. For good business, one should set customer expectations high. It can be a competitive advantage for winning new business. One should make sure that the systems are in place to meet the high expectations. If something happens, and one doesn't do what one said one would do, one should be prepared to pay the consequences.