Over the last few years, I’ve seen a focus on “exceeding customer expectations” as an example of customer-related sayings that fall into the category of increasing customer satisfaction and engagement.

Other phrases include “going above and beyond for customers” and “customer service is everyone’s job.” Then there’s the old standby “The customer is always right.”

While well-intentioned, actually delivering on these messages, particularly regarding exceeding expectations is particularly challenging. Why? Because they require you to live up to a promise you make to your customers. Forever.