What has changed? We are starting to reflect more on our choices, values and preferences. In fact, a study by Kantar revealed that the COVID-19 pandemic may accelerate some transformations. According to experts, social isolation has profoundly transformed our routines and placed us in a new scenario.
Physical contact has been replaced by digital interactions. Outdoor activities have given way to Netflix binge-watching. Online stores, delivery apps and social media have great britain email list become our window to the outside world.
Without the possibility of meeting up with family and friends, there is a tendency to turn inward. That is, we focus more on our personal development. And this provides many opportunities for growth for brands willing to take on the challenge of understanding new customer needs and expectations.
To help you get started, we've prepared content with everything you need to know about customer expectations .
Customer expectations is an English term that refers to customer expectations, a set of behaviors or actions that people anticipate when interacting with a company.
When we go to the hospital, for example, we expect a qualified doctor and humane care . On the other hand, when we go to a football match, we expect a fast-paced ticket office, a grandstand full of fans and a lot of noise for the 90 minutes. What does this mean?
Customer needs and expectations are contextual . In other words, it depends on what you promise and your ability to deliver. And, of course, what your competitors are doing .
If you say your product is the cheapest on the market, but the customer can buy an equivalent item for less money, customer expectations about price are broken. Do you see it?
Fortunately, there are some strategies for managing customer expectations that will suit almost any industry. Read on to find out how to improve the experience and increase satisfaction in your organization.
According to the Oxford Lexicon , a well-known dictionary, managing expectations is “seeking to avoid disappointment by establishing in advance what can realistically be achieved or delivered through a project or undertaking.”
The same goes for a business. By finding out exactly what customer expectations are, you can create customized solutions and avoid problems.
This proactive attitude is well received by consumers, who reward your brand with more loyalty , purchases and positive comments. Let's look in detail at the impact of these actions on the success of your business.
Satisfied customers are more loyal
A Microsoft study revealed that 96% of global consumers say customer service is an important factor in their loyalty to a brand. An affordable price or an innovative product may be appealing, but feeling seen and heard is what makes people buy from you.
Satisfied customers are more profitable
Expectations met, money in your pocket. According to the American Express Customer Service Barometer , 69% of customers will make more purchases from a company that offers good service. Nearly 25% of millennials, people aged 18 to 35, are satisfied with their experiences. However, baby boomers are the least satisfied.
Satisfied customers are more allies
According to a study by Zendesk , 46% of customers remember bad experiences that happened more than two years ago. On the other hand, 21% remember good experiences from a similar time period. Companies that meet customer expectations before, during, and after the sale can boost their reputation . Consequently, they may be more recommendable to other potential customers.
According to Think With Google , 6 out of 10 people expect brands to provide them with the information they need at the right time. However, less than half feel this happens. In this case, customer expectations service does not meet consumer desires.
Customer expectations: 5 factors that influence consumer opinion
Now that you know what customer expectations are and how they impact the success of your company, it's time to discover the 5 factors that influence consumer opinion .
Price
Recent academic studies indicate that pricing affects brand image and positioning strategy. While some business models value the production of luxury goods or exclusive experiences, others seek to cater to a broader audience.
According to experts, consumers tend to associate a high price with high quality and vice versa. To stay competitive , a company can reduce costs or invest in technology, for example.
Do you have questions about the price of your product? We recommend that you read the cost of sale formula .
Quality of service
A Gartner report predicts that 89% of companies will compete primarily on customer experience. The reason is simple: one-third of consumers abandon brands that do not meet their needs, often without complaint. Meeting customer expectations is a surer path to achieving good results.
