Find out how to exceed your customer’s expectations and make them loyal to your company!

Please find out how to exceed your customer’s expectations and make them loyal to your company!

Understand how to exceed your customer’s expectations, helping to provide satisfaction and loyalty so that they return to purchase your products and services.

One thing is a fact about understanding marketing: perspectives will always come from the perspective of the company or the consumer, as both provide a satisfying exchange relationship. According to the traditional model of satisfaction determinants, we can conclude that performance in line with expectations generates satisfaction, and by combining value with customer loyalty, we finally have profitability.

With this in mind, we developed this article so that you understand more about customer expectations and learn how to exceed their expectations, improve the relationship, build customer loyalty and facilitate the repurchase process!

Discover the primary levels of expectation and learn how each of them works to exceed your client’s expectations:

First of all, it is essential to understand that expectations exist in different degrees that vary, as the reference value is individual for each consumer. Even so, to classify and segment the target audience, marketing separates the degrees of expectations into three groups, namely: lower expectation, predicted anticipation and higher expectation.

1. The lower degree of expectation occurs when the product and service delivered fail to meet the customer’s expectations, causing dissatisfaction and disappointment. This is a negative confirmation that results in the finding of ineffectiveness after use or even making its use unfeasible. This occurs, for example, when shopping online, when the product’s image does not match reality.
   1. The expected degree of expectation: do you know when the product doesn’t surprise but doesn’t disappoint? In this case, it corresponds equally (or very closely) to the customer’s expectations, where they are satisfied and aware of that acquisition. Even if it presents a positive confirmation, it may be that the customer’s expectations were not very high, which proves an alignment of the expectation level with the consumer’s impressions at the time of purchase. The anticipated degree of expectation often occurs when the customer obtains prior (and truthful) information about the seller, when there is an affordable price, and when he watches reviews/unboxings or checks reviews from those who have already purchased the same product or service. When we think about some retail stores with very cheap clothes, for example, they generally don’t receive criticism,
   2. The higher degree of expectation: generally the most desired degree by consumers and companies. This is when the product or service manages to exceed the customer’s expectations, surprising them positively, with positive confirmation and a higher intensity than expected.
2. Bearing in mind the levels of expectations presented above, it is crucial to understand how to always stay between the predicted or higher levels, avoiding the lower level of expectations, which does not correspond to what your consumer expects.

Learn how to exceed your client’s expectations!

1. Below, we have put together some tips that avoid breaking expectations or that lead to a higher level of expectation than expected. It is vital that companies and brands meet their customers’ expectations to keep them loyal, making them buy again in future opportunities.
   1. Put yourself in your customer’s shoes: the first tip, without a doubt, is to put yourself in your customer’s shoes: how would you feel receiving a product or service that falls short of expectations, that doesn’t deliver everything it promises, or doesn’t have? of all the information and features they promise? Therefore, from the moment the product or service is conceived to its execution, the entire team must be prepared to understand the desires and needs of customers.
   2. Study the market in which you operate: to have excellence in what you propose to do or deliver to your client, it is essential to understand the market in which your business operates, what the target audience is, create personas, be aware of trends and movements in the sector.
   3. Be assertive with information about your product or service: to avoid misunderstandings about your products and services, there’s nothing like having clear and direct communication with your customer, right? Always do your best to ensure the customer understands how the product or service they just purchased works. This way, it is possible to align expectations even before meeting them.
   4. Don’t offer the minimum because the minimum is what your customer already expects: still on your journey to delight the customer. If you want to exceed their expectations, it’s ideal to surprise them, and you don’t even need much to do that. Sometimes, investing in personalized packaging, a message with the customer’s name, or even offering free delivery are great ways to surprise the customer.
   5. Build customer loyalty with after-sales: anyone who thinks that the relationship with the customer ends when they purchase the product is mistaken. After-sales service can be ideal for maintaining a good relationship with the consumer and facilitating the repurchase process. For this, investing in satisfaction surveys and e-mail marketing with exclusive promotions is crucial.
2. On the Quality blog, different articles provide insights to improve your business performance, increase profitability and convert leads. Read too:
   1. Understand the importance
   2. Seven advantages
   3. What is out-of-home media?