7 Things that influence and shape customer expectations

7 Things that influence and shape customer expectations

July 5, 2017

thinking deeply woman in phone call looking at laptop in coffee shop

Managing customer expectations is tricky. It’s by no means an exact science, which is precisely what makes it a difficult task.

People’s expectations from your brand affect the customer experience in many ways. Failing to meet consumers’ standards translates to poor sales and low customer retention rates.

A critical part of managing buyers’ expectations is understanding the factors that can influence their perceptions. By considering these, you’ll understand what your clients want and how to meet their demands.
Here are the seven things that shape customer expectations.

1. Customers’ needs and preferences


young man thinking scratching head looking at grocery items

As a general rule, customers expect brands to be able to help them at all times. In return for their continuous support, they want fast issue resolution and hassle-free transactions. Preferences like these can greatly affect customers’ expectations from your company.

Even purchasing habits can significantly influence people’s expectations. For instance, millennial consumers, who are always connected to the Internet, may prefer online shopping and online payment. Thus, you should consider all these when creating and launching your business strategies.

2. Culture or location


woman contemplating standing outdoors by building holding tablet

Buyers’ expectations vary greatly across cultures and locations. In some countries, customers don’t want overly friendly or cheery customer service reps. Some customers, however, don’t want to talk to agents that sound too businesslike or stiff.

When interacting with a diverse clientele, consider their rules of etiquette and attitudes toward businesses, especially new market players. Other aspects such as timeliness and communication style should also be taken into account.

3. Experience with other companies


couple in shopping mall reading smartphone

When managing customer expectations, consider your competition. What are your competitors doing to make customers happy? Can you match or exceed their performance? What are the unique ways by which you can impress your customers?

People’s experience with other brands, especially with your competitors, can shape their expectations from you. They might model their preferences based on what other brands can do for them. If you can’t outshine your competitors, you can’t win customers over.

4. Other customers’ feedback


friends looking at tablet holding shopping bags

These days, your customers can spread word about your brand instantly via the web. They can post their feedback on review websites and on social media, which can greatly influence your brand’s image and reputation.

What people say about you can change or contribute to customers’ perceptions of your brand. Thus, apart from ensuring consistent, high-quality performance, you should also take your online reputation management seriously. Doing so will help you build a positive identity.

5. Customers’ past transactions with you


customer support agent looking through office records on laptop screen

This is arguably the strongest predictor of customer expectations. People’s past experiences and transactions can greatly influence what they think about your brand. In fact, just one instance of poor customer support interaction is enough to make customers think you’re unreliable.

At every opportunity and touchpoint, aim to make customers happy. This will result in a positive customer experience.

6. How you communicate


business team in headsets talking to customers

How you communicate pertains to your customer service and marketing approaches combined. Are you using digital channels? What’s your communication style, language, and tone of voice?

The way you talk to customers—whether in person, online, or over the phone—gives them an idea about your brand’s personality. Thus, make sure that the way you interact with them is reflective of your business’ values and identity. Also, make sure to communicate with customers in a consistent manner, regardless of the channel used.

7. What you communicate


delighted customer support agent speaking to customers on the phone

What you tell your customers, whether directly or through your customer support and marketing channels, will shape their expectations. Make sure to always disseminate accurate information. If you’ve promised something, be sure to follow through. Misleading or incorrect information can have disastrous consequences that may affect your corporate image.


Faith is a digital media enthusiast aiming to become an active part of the tech world by sharing her insights. She likes to blog about everything digimarketing, technology, and social media.

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