The initial step in surveying customers involves identifying the target audience for the survey. Understanding who the survey will be directed toward is crucial for designing effective questions and ensuring that the survey results are relevant and applicable. By identifying the target audience, organizations can tailor their survey content to address specific customer groups or segments. This step lays the foundation for creating meaningful survey questions that align with the intended purpose and objectives of the survey1. References: 1: The ASQ Certified Manager of Quality/Organizational Excellence Handbook, Fifth Edition 1.

Implicit expectations are those that are not explicitly stated by the customer but are assumed to be understood and met by the provider. When these unspoken expectations are not fulfilled, it can lead to customer dissatisfaction because the customer's basic assumptions about the product or service were not met. This contrasts with explicit expectations, which are clearly communicated and agreed upon. Implicit expectations are often based on past experiences, personal needs, or market norms, and when they are not addressed, they can significantly impact customer satisfaction.
References: The information provided aligns with the general principles of customer relationship management and the importance of understanding customer needs and expectations as outlined in the ASQ Manager of Quality/Organizational Excellence certification materials123. While I cannot directly reference the ASQ handbook, the concept of implicit expectations is a well-known factor in quality management and organizational excellence that can lead to customer dissatisfaction when not managed properly.