In 2006, Brad Cleveland defined the 10 Key Expectations of Customers. Shortly after that, Christopher Carfi, author of the Best CRM Blog according to SearchCRM.com and InsideCRM, formulated The Social Customer Manifesto. By comparing the statements, changes in the customer’s perspective may become clear which may be relevant for service design. (This post is not written in Dutch, to prevent disturbing interpretations).

10 Key Customer Expectations
Be accesssible
Treat me courteoulsy
Be responsive to what I need and want
Do what I ask promptly
Provide well-trained and informed employees
Tell me what to expect
Meet your commitments and keep your promises
Do it right the first time
Follow up
Be socially responsible and ethical

The Social Customer Manifesto
I want to have a say
I don't want to do business with idiots
I want to know when something is wrong, and what you're going to do to fix it
I want to help shape things that I'll find useful
I want to connect with others who are working on similar problems
I don't want to be called by another salesperson. Ever. (Unless they have something useful. Then I want it yesterday)
I want to buy things on my schedule, not yours. I don't care if it's the end of your quarter
I want to know your selling process
I want to tell you when you're screwing up. Conversely, I'm happy to tell you the things that you are doing well. I may even tell you what your competitors are doing
I want to do business with companies that act in a transparent and ethical manner
I want to know what's next. We're in partnership…where should we go?

Changes
Both authors based their series of statements on their extensive knowledge and experience, on studies of literature, of researches and of all kinds of cases.
By comparing the sets of statements with each other, the reader gets an impression of recent changes and trends in consumer behavior, i.e. the customer’s perspective. Clearly, interpretations of differences are only qualitative and highly subjective. Still it seems, at least to me, that customers want their voice to be heard more, seem to be less tolerant to failures and want to be more engaged. True or not…in any case you will find ‘food for thoughts’ and discussion.

Sources:
Brad Cleveland, Call Center Management on Fast Forward, ICMI Press, 2006
Christopher Carfi op SocialCustomer.com