Balancing delivery end exceeding customers expectations is something a lot of creatives find difficult in doing, they make the mistake of over-promising and under-delivery.  They forget that Managing customer expectations results in positive returns for both businesses and customers alike.
Creatives are able to meet the needs of their customers and customers take away a pleasant experience. That's how important balancing delivery and exceeding customer expectations are but why do creatives sometimes fail to this simple hack.
To begin with let's define what a customer expectation is:  Customer expectations can be defined as the perceived value or benefits that the clients look for while purchasing products or services.
What are the different types of customer expectations?

Source: https://www.entrepreneurshipsecret.com/balancing-delivery-and-exceeding-customers-expectation/