Americans expect service providers to have genuine expertise—real knowledge and capability relevant to the service offered. Services exist because clients lack certain capabilities; they’re purchasing competence they don’t possess. The quality of that expertise directly affects outcome quality. Expert providers produce better results; incompetent ones waste client resources or cause harm.
Expertise encompasses knowing what to do and being able to do it well. Credentials, training, and experience signal expertise, though Americans recognize credentials don’t guarantee capability. What matters is demonstrated competence—the ability to actually deliver. Americans willingly pay more for genuine expertise because they understand the connection between provider capability and service outcomes. When evaluating services, capability assessment is essential: can this provider actually do what they claim?
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