In our rapidly changing world where customers can leave online reviews or let all their followers know about their experience with your business in a matter of minutes, setting and managing customer expectations is extremely important. Brands that don’t prioritize customer perceptions are at risk of receiving online backlash. If your customers are well aware of what to expect when it comes to your brand, they won’t have any valid reason to complain.
Keep reading to learn more about how you can set customer expectations for your business!
What Is Customer Expectation?
Customer expectation encompasses anything and everything that a customer expects from a product, service, or brand. These expectations are formed by customers based on their individual experiences with an organization as well as their pre-existing experience, knowledge and research.
Customer expectations are not all the same, and there are many elements to consider. For example, interpersonal expectations and omnichannel expectations greatly differ from one another.
When it comes to customer expectations one thing is for sure – your brand should care deeply about them. Not setting reasonable expectations can impact your brand reputation and bottom line. With customer expectations hitting all-time highs nowadays, it’s more important than ever to focus your efforts on them.
Three Ways to Set Customer Expectations
- Continuously Communicate What to Expect
Your customers should be made aware of what to expect from your brand in every place you show up – your social media accounts, your website, your advertising, etc. Keeping customers in the loop about things like customer wait times, business hours, and return policies will also help manage their expectations. The more consistent you are about setting customer expectations across all platforms, the less likely you are to receive negative feedback.
- See Things from the Customer’s Perspective
When you receive an onslaught of bad social media mentions, you should put yourself in your customers’ shoes instead of getting defensive. This scenario is the perfect opportunity to analyze every point of the customer journey and identify where you can better manage expectations by altering your messaging. Asking yourself where you can better educate customers on what to expect and how you can use customer review data to position your brand more favourably is a great place to start!
- Consistently Meet Customer Expectations
Setting customer expectations is a good practice to get into, but if you don’t actually meet those expectations all your efforts will have been in vain. By consistently meeting and exceeding customer expectations with your customer service offerings and the overall quality of your product or service, you will build brand loyalty over time. To execute a consistent experience, you’ll need to make sure that everyone is aligned on:
- What your brand stands for.
- The quality of your product/service offerings and how they should work.
- How to meet customer expectations through established procedures.
Setting realistic customer expectations can help your business build trust with customers. Meeting and exceeding the expectations you set will ultimately result in many of your customers becoming brand advocates. The benefits of setting customer expectations greatly outweigh the costs, so if you haven’t already started focusing your efforts on setting customer expectations, now’s as good a time as any!
At Innovative Vision, we are passionate about the world of Customer Experience. Founded in 2002, we are a marketing technology firm specializing in Contact Centre BPO. Through the power of omnichannel support and hybrid live agent/AI models, we ensure that every interaction that a customer has with your business is positive and meaningful.
Allow us to inspire your company to grow through our enhanced approach to guiding the customer journey. To learn more about our advanced and specialized services, contact us today!