My personal opinion is that most companies don't have a clue as to what customers' expectations even are. Nowadays, expectations are sky high because people are used to doing business with companies like FedEx, Amazon.com, etc., etc. You've got to give customers something they don't expect. The question you should be asking yourself is "What am I doing differently, and what am I doing better than any other forklift service department?" If you're going to say that you exceed customers' expectations you better be prepared to back that up, and be prepared to be shocked.