I recently walked into a small clothing boutique at just the right moment—right as a manager was training a new employee near the front display. Most customers would have breezed past the interaction, but I lingered, pretending to be deeply interested in the denim in front of me while actually tuning in to their conversation. What was happening was right up my alley. I was listening as a new employee learned exactly what was expected of her at work. And over the short time I spent in that store, I watched a clear example of something I know to be true: when people know what’s expected of them, everyone wins.
The manager was laying out a simple, clear standard for greeting customers:
- Use a consistent, friendly phrase when someone enters.
- Follow with a quick note about the day’s promotions.
- Keep the tone warm, confident and natural.
These weren’t complicated instructions; they were clarity in action. And clarity is a gift - for employees, for customers and for the business.
At first, the new associate listened attentively as she absorbed what was being asked of her. Then, under her manager’s supportive eye, she practiced. The manager didn’t just teach the standard welcome, she walked the employee through several quick “if-then” moments tied to the greeting itself: If a customer smiles and greets you back, then continue with the promo. If they seem distracted or head straight to a rack, then keep it brief but still mention the highlight. If they look unsure or slow down near the front display, then offer one helpful detail to invite them in further.
As the employee practiced these micro-scenarios, the manager provided specific, encouraging feedback - small tweaks, positive reinforcement and reminders of how to stay warm and consistent. You could almost see the employee’s confidence settling into place.
And then, the moment of truth: the manager stepped back. The associate took a breath, greeted the next customer and delivered everything she had just learned - smoothly, naturally, confidently.
Customers immediately responded. They brightened at the greeting. They stepped further into the store. They paused at the highlighted items. Several picked up pieces they hadn’t intended to look at - and bought them. Not because the associate was pushy, but because clear expectations empowered her to create a positive, consistent experience.
And that’s the point: clear expectations are good for people and good for business.
The Foundation of Engagement: “I Know What’s Expected of Me at Work”
Gallup’s Q12 begins with a deceptively simple statement:
I know what’s expected of me at work.
It’s first for a reason - everything else depends on it. When employees know what “great” looks like:
- They feel more confident and less stressed.
- They can focus on serving customers instead of guessing.
- They deliver consistent, high-quality experiences.
- Customers feel welcomed, understood and more excited to buy.
- And businesses benefit from stronger sales and smoother operations.
In that small boutique, I saw this play out in real time. One clear expectation during one small moment of the customer journey created confidence for the employee, consistency for shoppers and measurable value for the business. And I don't know about you, but I like knowing that when I walk into a store, I can expect the same level of service that I did last time!
Customers Can Feel Engagement, Too
Because I work with employee engagement so often, I can’t help but notice it everywhere. I love watching how the pieces of engagement show up in everyday businesses. The element that reveals itself the fastest - within seconds of walking into a store - is the first Q12 item.
When expectations are clear, customers can feel it.
When expectations are unclear, they feel that too.
Clarity creates confidence.
Confidence creates connection.
Connection creates business outcomes.
And it all starts with enabling employees to say with certainty, “I know what’s expected of me.”
Clarity Helps Everyone Succeed
That day in the boutique was a simple moment, but a powerful one. The manager provided clarity. The employee gained confidence. Customers received consistent, welcoming service. And the business benefited through increased attention and sales.
Clear expectations are truly good for people - employees and customers alike.
And when people thrive, businesses thrive.
It’s one of the simplest truths of engagement and one of the easiest to spot once you start looking.
