I read an interesting blog the other day and the author spoke about how there is actually no such thing as meeting expectations, you either exceed or miss the mark. 60-80% of customers describe their customer satisfaction as satisfied, or very satisfied and a simple "meets expectations" is no longer an option. In order to overcome this, your goal should now be to always overdeliver and find ways to give a little extra. If the expectations of your customers are one thing, give them more. You should never settle for being a commodity and you should always seek to bring unique value to your customer.
This relates to IMC in that when we create a plan, we should always think about the customer first. In order to give them what they want, actually listen to what they want to hear/see/do, and apply it to you marketing. Once you figure out what it is they want and how to deliver it, think of something different that they might also like. This will make them very happy and eager for more!
I also stumbled across this interesting, rather edgy slideshow. Watch it if you dare, I think we are all adult enough to handle it. It is about social media and why we all need to get involved NOW!!
http://www.slideshare.net/mzkagan/what-the-fk-is-social-media-one-year-later
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