"Customers these days expect too much!” I hear that line all the time, in hotels, restaurants, and boardrooms. But do they really? Or have we just gotten too comfortable promising more than we can deliver?

ALSO READ: The entitled customer or the misunderstood one?

The truth is, customers don’t create expectations out of thin air, we do. Every ad, every post, every perfectly filtered photo, every "Welcome to paradise” caption sets a promise. And with every promise comes a silent contract: Deliver what you said you would.

ALSO READ: Anticipating guests’ needs: The hallmark of excellent service

Recently, I travelled to a private island. The experience was, in one word, seamless. The moment I arrived, I felt like royalty. Most of the staff knew my name, and used it naturally, not as a script. My luggage disappeared before I could even notice it was gone, and by the time I reached my room, it was already there. No waiting, no confusion, no unnecessary questions. Just quiet efficiency, genuine warmth, and a sense that everyone was one step ahead of me.

ALSO READ: Five quick wins to improve service in any business

And the beautiful part? Nothing extravagant happened. No fireworks, no grand gestures. Just attentiveness and grace. The kind of service that makes you feel seen, not sold to. I left thinking, this is how service should feel, invisible but unforgettable.

Now, contrast that with a recent trip to a bakery here in Rwanda. Online, their cakes looked divine, the kind you imagine at a Parisian café. For weeks, I’d been planning to visit, only to find them closed. Finally, one Sunday, I found them open. I was excited, my expectations were sky-high.

When we entered, the first thing that caught my eye was the cake display counter, the supposed centrepiece of any bakery. Except this one was nearly empty. Three lonely cupcakes sat on dirty glass shelves, and the whole thing looked neglected. When I asked if there were other desserts, the staff said yes, that they were "somewhere else,” explaining that the main display fridge was broken. My excitement began to crumble right there, much like one of those forgotten cupcakes.

Still, I stayed hopeful. I ordered a mango tart, not available. I asked for another dessert, also not available. When I finally asked, "What is available?” the answer was, "Everything.”

Everything? Except the two things I wanted?

We ended up ordering three desserts, all dry and underwhelming, the kind that taste like they’ve been in storage a few days too long. Later, I checked the reviews and, surprise, I wasn’t the only one. It turns out, disappointment was part of their brand story.

Here’s the thing: my expectations weren’t unrealistic. They were built by them, by their branding, their photos, their promises. And that’s what most businesses misunderstand. Customers aren’t demanding, they’re holding you accountable to the story you told them.

In many of my training sessions, I tell teams: Your promise starts long before your guest walks through the door. It begins with your social media, your website, your reviews, and the way your brand is spoken about. Every post, every picture, every caption is a preview of what’s to come. It’s your first handshake with the customer.

If you promise calm and luxury, but deliver chaos and confusion, that’s not a guest problem, that’s a credibility problem.

Most companies over-promise and under-deliver, then blame the customer for being "too demanding.” But exceeding expectations isn’t about doing more, it’s about doing what you said you would, consistently and sincerely.

Expectations are not the enemy. Unmet promises are.

Customers today are sharper, louder, and less patient. They’ve seen what good service looks like elsewhere. They’ve compared you, even if you don’t know it. In a small but growing market like Kigali, that means one bad experience doesn’t just cost you one customer; it costs you their circle, their reviews, and their trust.

In a world of infinite options, trust is the only real loyalty programme.

I often remind businesses that customer experience isn’t about impressing people; it’s about reassuring them. When I visit your business, I don’t want a surprise, I want consistency. I want to know that what you show me online is what I’ll find in person.

Rwanda’s service industry is evolving fast. As the country grows into a global hub for hospitality, investment, and tourism, we have to stop calling customers "too picky” and start seeing their expectations for what they are, feedback in disguise. Their standards are not too high; our delivery is sometimes too low.

Managing expectations isn’t about lowering them; it’s about aligning them with reality. Communicate clearly. Be honest about what’s available. If something isn’t working, say so. Customers forgive imperfection; they don’t forgive dishonesty. The next time a guest, client, or customer walks through your doors, remember: they didn’t come to be impressed; they came to be reassured that what they saw, heard, and hoped for, was real.

Customers aren’t difficult. They’re simply looking for what you promised.

So, before you roll your eyes and say, "People expect too much,” ask yourself instead: Did we promise too much and deliver too little?

The author is a certified hospitality trainer and founder of Outstanding Solutions Afrika, a boutique hospitality and tourism consulting firm dedicated to transforming service excellence.