Customer Expectations: Defining 7 types you must meet
Customer expectations are set according to the company’s product, service and reputation. Fulfilling this expectation also effects a company’s reputation in the market. Like Roy H. Williams said, “The first step in exceeding your customer’s expectations is to know those expectations.” It is important that you know the defining expectation of your customers so that you can work towards fulfilling them. In fact, according to salesforce research, 91% of customers unhappy with a brand will leave the brand without even complaining.
Jason Langella once said, “If you don’t appreciate your customers, someone else will.” So, to help you appreciate your customers better we have put forth 7 defining expectation every customer has!
- Personal Touch-: Microsoft found that 54% of customers have higher expectations for customer service today compared to one year ago. This includes a desire to feel special through personalization. Even Salesforce research says that, 84% of customers are more likely to stick with a brand that treats them like a person, not a number. Personalization is when a customer service agent uses the customer’s name in conversation, or when the customer receives email discounts, tailored to what they usually, or might like to buy. It can occur as a service, like personalized shopping styling, or be built into the product Itself, so it’s just right for them.
- Easy and less effort interface-: Customers don’t have a lot of time to spend figuring out how to purchase something using your system. In fact, American Express shows that 78% of customers have given up on a transaction because of a negative customer experience. Therefore, it’s important that as a company you give easy-to-understand instructions on how to use the platform, maybe in the form of a ‘start tour’ or a ‘get support’ button. Sending reminder emails ahead of time close to the customer’s service renewal date, or periodic emails to ask for feedback are also appreciated by customers.
- Good and genuine products/or services-: One thing any customer hate that most is false advertising in any form. Customers expect what they see and when you fail to give them so, it becomes a bad experience for them. In fact, according to New voice media, 51% of customers will never do business with that company again just after one poor Customer Experience. Show integrity by doing what you say you will, and sticking to your word. Your marketing information and communications out to all your channels should say the same thing in a consistent manner.
- Excellent and efficient customer service-: Did you know that according to HubSpot, 93% of customers are likely to make repeat purchases with companies that offer excellent customer service. Customer service is very important and every customer expect a consistent service from your company. In fact. Khoros says that for 86% of customers, good customer service turns one-time clients into long-term brand champions. Training on latest company news and product/service updates can help your employees remain knowledgeable, and support the customer quicker.
- Omni Channel accessibility-: Salesforce says that 64% of customers want to shop with companies that can meet their needs in real-time. Customer wants to use the channels that they’re most comfortable with. People behave in different ways, so it’s important to cater to these different needs. It’s important to be prepared for your customer’s channel preferences and dedicate the right resources to make sure they achieve their goals. In fact, Microsoft has found that, 74% of millennials report that their perception of a brand improves when it is clear the company responds to customers’ social media inquiries.
- Quick service and solution-: Customers love a fast experience, they prefer brands who are quick with their responses and services. In fact, Forrester says that 73% of consumers say that valuing their time is the most important thing a company can do when providing customer service. Customers expect a company to solves their issues immediately, be it in digital media or in other review sites. In fact Zendesk research shows that, nearly 60% of customers feel that long holds and wait times are the most frustrating parts of a service experience.
- Accurate and up to date knowledge-: Customers want to interact with people who can answer their questions quickly and correctly, to give them the information they need to make their buying decision. In fact, according to HubSpot, 73% of customers say they stay loyal to brands because of friendly customer service agents. So, always make sure your employees know what’s hot, what to say and how to handle questions they don’t know about.
It’s important to check in with customers so you can ask what their experience has been like and what their expectations are. Just like Alan Weiss said, “Ask your customers to be part of the solution, and don’t view them as part of the problem.”
Customer expectations matter because when you meet them, your customers are likely to spend more after a positive experience. To be successful now and in future your company needs to close the gap between customer expectations, and the actual customer experience.