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How to Consistently Match Customer Expectations
Contributed article by Jenny Han
You may have noticed, but the expectations
of your customers rarely stay the same. Be it cost, the quality of the product
or service you offer, a combination of cost and quality, or the precise
functions that your product or service offers, the desires of your customers
are continually evolving.
As a company, you simply cannot afford to stand
What is it that customers are looking for?
This a vital question. And the answer may
be somewhat of a surprise. Of course, value and quality are still important
considerations, but the majority of customers state that they would take their
custom elsewhere if another company offered a better user experience.
As a company, how do you continuously
provide a better user experience?
Quality user experience is not the same
today as it was yesterday. And it won’t be the same tomorrow. The point is, it
is evolving at breakneck speed, so the easy answer it to continuously monitor
your customers’ expectations. But in order to do this, you need a dedicated
team for this very activity, and you need to software and metrics systems which
can adequately measure the data that you need.
And how do you keep up in these
This is no easy conundrum to solve, because
there is no simple, single solution. Instead, you must factor in a combination
of approaches, starting with…
Perform adequate research
Who is your audience? What does your
audience want? What is your audience’s expectations? If you do not know the answer
to any of these three questions, then something is wrong. These are perhaps the
three most important questions any business can ask itself, and as customer
expectations are constantly evolving, so you must continue to ask yourself this
question, never being truly satisfied with the answer you provide.
Personalize your delivery
Is your delivery the same for every
customer? Do you send out the same marketing emails, do you contact them the
same way, do you send everyone the same offers, no matter what their previous
purchasing history? If the answer to any or all of these questions is ‘yes’,
then you are once again stumbling in one of the most important aspects of
meeting, or even exceeding, customer expectations.
Employ personalized loyalty schemes, tailor
your offers based on history, personalize communication. Make every customer
feel special. It’s not what you should do, it’s what you have to do.
Successfully turn your customers into
One look at social media tells you all you
need to know: businesses that exceed customer expectations are no longer just
businesses to those customers, but at object of affection. They are something
that people talk about, share, promote. Be something more to your customers.
Put customer service at the heart of your
This is a serious question to ask yourself.
Is user experience really central to everything that you do as a business?
Really? If you are not sure, then the chances are it probably isn’t. So once
you have performed the aforementioned research to find out who your customer
base really is and what it really wants, start to deliver on those desires.
If you don’t yet offer a self-service
option, with individual customers accounts, then consider doing that, because
that shows true commitment to deliver what is good for the customer. If you are
still there every time as the middleman, then that is about you not ceding
control, and you are not putting the customer first.
And look at your communication processes.
Do you deliver instant chat? If not, then once again you are failing to step up
with the most sought-after form of communication. Email and phone numbers are
required too, as that is what some other customers (less, but still important)
And finally, are your workflow activities
truly enhanced to deliver outstanding customer experience? All transitions
between steps should be as smooth as silk, and you should be consistently
testing your process to see where improvements can be made. Improvements can
always be made, and in that way customer expectations never need rise beyond
what you are delivering. The expectation will become whatever you set the bar
Jenny Han is an up-and-coming marketing
strategist at Best
Essay Services and Research
Paper Help Services, where she has already assisted on several high-profile
marketing campaigns, helping to build well-regarded brands. Jenny is also a
tutor at Top
Essay Writing Services.