{"id":29332,"date":"2020-08-28T14:16:17","date_gmt":"2020-08-28T21:16:17","guid":{"rendered":"https:\/\/birdeye.com\/blog\/?p=29332"},"modified":"2024-02-05T00:32:31","modified_gmt":"2024-02-05T08:32:31","slug":"5-types-of-customer-expectations","status":"publish","type":"post","link":"https:\/\/birdeye.com\/blog\/5-types-of-customer-expectations\/","title":{"rendered":"5 types of customer expectations and why they matter for your business"},"content":{"rendered":"\n<p><em>\u201cOne thing I love about customers is that they are divinely discontent. Their expectations are never static- they go up. It\u2019s human nature.\u201d- Jeff Bezos&nbsp;<\/em><\/p>\n\n\n\n<p>No matter how hard your team works to exceed customer expectations, the job is never done. It\u2019s a constant work in progress. In this guide, we\u2019ll discuss the 5 different types of customer expectations and how managers can put the right processes in place to ensure that they are constantly staying ahead of them.&nbsp;<\/p>\n\n\n\n<div class=\"wp-block-yoast-seo-table-of-contents yoast-table-of-contents\"><h2>Table of contents<\/h2><ul><li><a href=\"#h-what-are-customer-expectations\" data-level=\"2\">What are customer expectations?<\/a><\/li><li><a href=\"#h-5-types-of-customer-expectations\" data-level=\"2\">5 types of customer expectations\u00a0<\/a><\/li><li><a href=\"#h-managing-customer-expectations\" data-level=\"2\">Managing customer expectations\u00a0<\/a><\/li><li><a href=\"#h-how-your-team-can-exceed-customer-expectations\" data-level=\"2\">How your team can exceed customer expectations\u00a0<\/a><\/li><li><a href=\"#h-faqs-about-customer-expectations\" data-level=\"2\">FAQs about customer expectations<\/a><\/li><li><a href=\"#h-how-you-can-build-a-winning-customer-experience\" data-level=\"2\">How you can build a winning customer experience\u00a0\u00a0<\/a><\/li><\/ul><\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-what-are-customer-expectations\">What are customer expectations?<\/h2>\n\n\n\n<p>When a customer interacts with your business, they will have an idea of how they would ideally like for your team to interact with them and deliver a great experience. Ultimately, your business is judged on how well it is doing to meet and exceed these customer expectations.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-5-types-of-customer-expectations\">5 types of customer expectations&nbsp;<\/h2>\n\n\n\n<p>Here are 5 types of customer expectations that every <a href=\"https:\/\/birdeye.com\/blog\/online-reputation-manager\/\">manager<\/a> should keep in mind.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-explicit-expectations\">Explicit expectations<\/h3>\n\n\n\n<p><strong>Explicit expectations<\/strong> are specific targets that customers are looking for when they seek out your product or service. For example, a customer may come to an automotive dealership expecting a certain price range and minimum miles per gallon.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-implicit-expectations\">Implicit expectations<\/h3>\n\n\n\n<p><strong>Implicit expectations<\/strong> are what customers have come to expect as table stakes from businesses in your vertical. These expectations are typically based on previous experiences with your competitors and what they\u2019ve heard from family and friends.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-interpersonal-expectations\">Interpersonal expectations&nbsp;&nbsp;<\/h3>\n\n\n\n<p><strong>Interpersonal expectations<\/strong> are what customers expect during person-to-person interactions with your team members, usually during customer service. Typically, customers expect your employees to be professional, experts in their field, friendly, and courteous.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-digital-expectations\">Digital expectations&nbsp;<\/h3>\n\n\n\n<p><strong>Digital expectations <\/strong>relate to the interactions that customers have with your brand online. While customers were steadily turning towards digital for years, COVID-19 accelerated this trend. The onset of the pandemic saw a 10% increase in the online customer base across verticals. That means it\u2019s become critical for your website to be easy to discover and easy to navigate.&nbsp;<br><\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-dynamic-performance-expectations\">Dynamic performance expectations&nbsp;<\/h3>\n\n\n\n<p><strong>Dynamic performance expectations <\/strong>relate to how a product or service is expected to change over time. These changes are related to shifts in the overall environment, customer needs, and your business goals. One example is how many businesses shifted to delivery and curbside pickup during the COVID-19 lockdowns.&nbsp;<br><\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-why-do-these-matter-to-you\">Why do these matter to you?&nbsp;<\/h3>\n\n\n\n<p>Ultimately, offering a fantastic <a href=\"https:\/\/birdeye.com\/blog\/customer-experience\/\">customer experience<\/a> requires understanding all 5 of these different types of expectations. If a business is able to offer world-class interpersonal experiences but cannot be flexible and adapt to dynamic performance expectations, it will not be able to exceed customer expectations.&nbsp;<br><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-managing-customer-expectations\">Managing customer expectations&nbsp;<\/h2>\n\n\n\n<p>Businesses need to take steps to manage customer expectations. If expectations are too high, the experience will inevitably end with disappointment.<br><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Provide transparency<\/strong>&#8211; The first step to avoiding unrealistic customer expectations is by providing transparency into your process. Avoid making extravagant claims upfront. Ensure that your representatives are ready to have an open and honest conversation about what your business can and can\u2019t offer.&nbsp;<\/li>\n\n\n\n<li><strong>Benchmark with competitors- <\/strong>Remember that your customers\u2019 expectations are partially based on what your competitors are doing. Be sure that you monitor the overall sentiment of your competitors\u2019 customers on review sites so you can immediately identify areas where they are excelling and improve your operations accordingly.<\/li>\n\n\n\n<li><strong>Aim for a consistent experience- <\/strong>Consistency is key for managing customer expectations. A consistent experience means customers will know what they can get from your brand, no matter which location they go to.&nbsp;<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-how-your-team-can-exceed-customer-expectations\">How your team can exceed customer expectations&nbsp;<\/h2>\n\n\n\n<p>Now that we\u2019ve covered some of the ways you can manage customer expectations, let\u2019s talk about how your business can go above and beyond in all five 5 types of expectations.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-build-a-winning-culture\">Build a winning culture&nbsp;<\/h3>\n\n\n\n<p>Ultimately, exceeding customer expectations is all about having the right culture and processes in place. You can start building a winning culture by writing a customer experience intent statement. This is a short 1-2 paragraph aspirational statement that defines how you want customers to perceive interacting with your brand. Here\u2019s an example.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-pullquote\"><blockquote><p><em>\u201cEvery time we interact with customers, we respond as promptly as possible and make sure that the conversation is not over until the question the customer has<\/em>,<em> is resolved. That requires both listening to the customer and collaborating with fellow employees. We collect feedback from customers, both satisfied and dissatisfied, to better understand how we can exceed the expectations of our customer base.<\/em>  \u201c<\/p><\/blockquote><\/figure>\n\n\n\n<p>Once you have an intent statement, it\u2019s up to leadership to get buy-in from individual employees. Across the organization, team members must understand the importance of exceeding customer expectations and understand the steps that they can take to achieve these goals. Employees who succeed in exceeding customer expectations should be rewarded and recognized, so the entire company can see that leadership values those who are able to exemplify the intent statement.&nbsp;<br><\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-understand-your-persona\">Understand your persona&nbsp;<\/h3>\n\n\n\n<p class=\"be-cta\">No business on Earth can make every customer happy. Different people and different demographics might have vastly different ideas of what makes an excellent customer experience. But the best brands win by honing in on how they can exceed expectations for a <a href=\"https:\/\/blog.hubspot.com\/marketing\/buyer-persona-research\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">target persona<\/a>.&nbsp;<br><\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large is-resized\"><img decoding=\"async\" src=\"https:\/\/birdeye.com\/blog\/wp-content\/uploads\/Blog-customer-expectations_content-image_Option1-1024x1024.png\" alt=\"customer persona\" class=\"wp-image-29347\" width=\"768\" height=\"768\" srcset=\"https:\/\/birdeye.com\/blog\/wp-content\/uploads\/Blog-customer-expectations_content-image_Option1-1024x1024.png 1024w, https:\/\/birdeye.com\/blog\/wp-content\/uploads\/Blog-customer-expectations_content-image_Option1-300x300.png 300w, https:\/\/birdeye.com\/blog\/wp-content\/uploads\/Blog-customer-expectations_content-image_Option1-150x150.png 150w, https:\/\/birdeye.com\/blog\/wp-content\/uploads\/Blog-customer-expectations_content-image_Option1-768x768.png 768w, https:\/\/birdeye.com\/blog\/wp-content\/uploads\/Blog-customer-expectations_content-image_Option1-65x65.png 65w, https:\/\/birdeye.com\/blog\/wp-content\/uploads\/Blog-customer-expectations_content-image_Option1-810x810.png 810w, https:\/\/birdeye.com\/blog\/wp-content\/uploads\/Blog-customer-expectations_content-image_Option1-1140x1140.png 1140w, https:\/\/birdeye.com\/blog\/wp-content\/uploads\/Blog-customer-expectations_content-image_Option1-24x24.png 24w, https:\/\/birdeye.com\/blog\/wp-content\/uploads\/Blog-customer-expectations_content-image_Option1-48x48.png 48w, https:\/\/birdeye.com\/blog\/wp-content\/uploads\/Blog-customer-expectations_content-image_Option1-96x96.png 96w, https:\/\/birdeye.com\/blog\/wp-content\/uploads\/Blog-customer-expectations_content-image_Option1.png 1200w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/><\/figure>\n<\/div>\n\n\n<p>To build a target persona, look at some of the most loyal customers that you\u2019ve had in the past. You can do this by talking to customers on the phone or sending out surveys. Once you have this information, see what kind of characteristics these customers have in common. Afterward, you can tailor your customer experience for customers with these characteristics. For example, a real estate business might find they are best at serving younger clients who are looking for their first house. In this case, the business might excel by providing educational content about exploring the housing market for the first time.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-offer-an-omnichannel-experience\">Offer an omnichannel experience&nbsp;<\/h3>\n\n\n\n<p>Remember, consistency is key. Whether a customer is contacting one of your locations through phone, email, text, or Facebook Messenger, they are expecting the same experience.&nbsp; A poor experience on one of these channels might tarnish your reputation in a customer\u2019s eyes forever. According to Salesforce, <a href=\"https:\/\/www.salesforce.com\/blog\/2013\/08\/customer-service-stats.html\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">47% of customers<\/a> stop buying from businesses after a negative experience.&nbsp;<br><\/p>\n\n\n\n<p>Offering an <a href=\"https:\/\/birdeye.com\/blog\/what-is-omnichannel-customer-experience\/\">omnichannel experience<\/a> is almost impossible without having the right tools in place. With all the different channels that customers and prospects can contact you from, it\u2019s very easy for queries to be missed. A platform like Birdeye can help you stay on top of all <a href=\"https:\/\/birdeye.com\/blog\/customer-messaging\/\">text messaging software<\/a> and ensure that no matter what channel a customer contacts you from, they\u2019re responded to in a timely manner.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-regularly-collect-customer-feedback\">Regularly collect customer feedback&nbsp;<gwmw style=\"display:none;\"><\/gwmw><\/h3>\n\n\n\n<p>To keep track of constantly shifting customer expectations, collect customer feedback in the form of reviews and <a href=\"https:\/\/birdeye.com\/surveys\/\">surveys<\/a>. This feedback will help you better understand what customers are expecting and how they feel about your current services.&nbsp;<\/p>\n\n\n\n<p>We\u2019ve seen that <a href=\"https:\/\/birdeye.com\/reviews\/\">reviews<\/a> and surveys typically work well together to identify issues with customer experience. Amanda Knight, Supervisor at <a href=\"https:\/\/birdeye.com\/resources\/case-studies\/hillcrest-animal-hospital\/\">Hillcrest Animal Hospital<\/a>, described her process to us. When she sees multiple bad reviews for an individual location, she uses surveys to collect in-depth feedback about the problem. That gives her the information she needs to deal with the issue effectively.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-faqs-about-customer-expectations\">FAQs about customer expectations<\/h2>\n\n\n\n<div class=\"schema-faq wp-block-yoast-faq-block\"><div class=\"schema-faq-section\" id=\"faq-question-1675087316982\"><strong class=\"schema-faq-question\">How do you exceed customer expectations?<\/strong> <p class=\"schema-faq-answer\">To exceed customer expectations, you need to provide a customer-friendly experience from the moment customers contact your business through every step of their journey. To do this, you must make customer service your top priority by personalizing the experience, providing consistent service across all channels, delivering on promises in a timely fashion, and continuously seeking feedback so you can make improvements.<\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-1675087345794\"><strong class=\"schema-faq-question\">What is customer expectation management?<\/strong> <p class=\"schema-faq-answer\">Customer expectation management is the practice of understanding customer needs and expectations and working to meet or exceed them. This involves using customer data and insights to develop strategies that provide a positive customer experience.<\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-1675087378903\"><strong class=\"schema-faq-question\">What are the 3 main customer needs?<\/strong> <p class=\"schema-faq-answer\">The 3 main customer needs are quality customer service, proactive communication, and consistent, personalized customer service across all channels.<\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-1675087404694\"><strong class=\"schema-faq-question\">Why are customer needs important?<\/strong> <p class=\"schema-faq-answer\">Customer needs are important because they drive customer satisfaction and loyalty. Meeting customer needs and exceeding expectations helps businesses build strong relationships, increase customer retention, and drive revenue growth.<\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-1675087441981\"><strong class=\"schema-faq-question\">How do you meet customer needs and expectations?<\/strong> <p class=\"schema-faq-answer\">To meet customer needs and expectations, businesses need to focus on customer engagement strategies that deliver quality customer service and a personalized experience. By seeking customer feedback, you can make further improvements that exceed expectations.<\/p> <\/div> <\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-how-you-can-build-a-winning-customer-experience\">How you can build a winning customer experience&nbsp;&nbsp;<\/h2>\n\n\n\n<p>Want to know more about how your business can exceed customer expectations? We\u2019ve put together this Ultimate Guide to Customer Experience to help you understand the tactics and strategies that set the best businesses apart from the competition. It includes some tips that you can\u2019t find anywhere else. <\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><a href=\"https:\/\/birdeye.com\/resources\/guides\/how-to-get-more-google-reviews-a-no-nonsense-guide\/\"><img decoding=\"async\" width=\"1024\" height=\"264\" src=\"https:\/\/birdeye.com\/blog\/wp-content\/uploads\/How-to-get-more-Google-reviews-1024x264.jpg\" alt=\"Download free guide on how to get more google reviews.\" class=\"wp-image-31459\" srcset=\"https:\/\/birdeye.com\/blog\/wp-content\/uploads\/How-to-get-more-Google-reviews-1024x264.jpg 1024w, https:\/\/birdeye.com\/blog\/wp-content\/uploads\/How-to-get-more-Google-reviews-300x77.jpg 300w, https:\/\/birdeye.com\/blog\/wp-content\/uploads\/How-to-get-more-Google-reviews-768x198.jpg 768w, https:\/\/birdeye.com\/blog\/wp-content\/uploads\/How-to-get-more-Google-reviews-1536x397.jpg 1536w, https:\/\/birdeye.com\/blog\/wp-content\/uploads\/How-to-get-more-Google-reviews-810x209.jpg 810w, https:\/\/birdeye.com\/blog\/wp-content\/uploads\/How-to-get-more-Google-reviews-1140x294.jpg 1140w, https:\/\/birdeye.com\/blog\/wp-content\/uploads\/How-to-get-more-Google-reviews.jpg 1646w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/a><\/figure>\n","protected":false},"excerpt":{"rendered":"<p>\u201cOne thing I love about customers is that they are divinely discontent. Their expectations are never static- they go up. It\u2019s human nature.\u201d- Jeff Bezos&nbsp; No matter how hard your team works to exceed customer expectations, the job is never done. It\u2019s a constant work in progress. In this guide, we\u2019ll discuss the 5 different [&hellip;]<\/p>\n","protected":false},"author":92,"featured_media":29348,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[8537],"tags":[],"class_list":["post-29332","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-customer-experience"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.5 (Yoast SEO v26.5) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>5 customer expectations &amp; why they matter to you | Birdeye<\/title>\n<meta name=\"description\" content=\"The job of meeting or exceeding customer expectations is never done. 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