6 Must-Have Elements to Exceed Customer Expectations

1. Personalization

Customers know brands are collecting their data and insights, and expect organizations to use the information to address their needs. They crave made-to-order opportunities and value curated selections that save time. A streaming service suggesting their next favorite show. A grocery delivery app remembering their most-ordered items. A shoe company mapping their insoles for a perfect fit. The more information a brand collects, the closer to custom its offerings should become.

Tailoring products and services and crafting relevant marketing messages is essential. By personalizing interactions with customers on their terms, you prove you “get” them. Your products or services are positioned as an extension of your customer’s image and lifestyle.  

According to McKinsey, 76% of consumers said that receiving personalized communications was a key factor in prompting their consideration of a brand, while 78% said personalized content made them more likely to repurchase.

Related: How to collect and leverage zero-party data for personalized customer experiences.

2. Customer Experience

Brands must consider all avenues of the customer journey, building thoughtful connectivity across every touchpoint. The reality is: Consumers aren’t choosing your brand once. They’re constantly comparing their experience against other options. Oftentimes, customers are researching price points and reviews online, even when they make a purchase in store. Imagine if you could alert your sales team when a valuable customer walks in, building a picture of their preferences using data from their past purchases, wish list items and previous engagement with the brand’s communication platforms. 

Related: Learn how to improve your customer engagement program with breakthrough touchpoints.

It’s possible to use data-driven insights to transform the customer experience and ensure each interaction is positive. Remember: A great customer experience extends well beyond intuitive app design. This includes investing in customer service, providing personalized support and streamlining how  customers to access information and make purchases. 

3. Brand Reputation

Delivering on a brand promise is only the beginning. Intangible purchasing factors like social responsibility are gaining ground alongside quality and pricing.

Reputation formation is tied to brand trust—a key component to earning customer loyalty. Consumers are looking to businesses to deliver competent and ethical solutions on critical issues related to climate, DEI (diversity, equity and inclusion) and skill training. 

Most US adults stop purchasing online from a brand due to gaps in product quality and customer service. Some even stop buying from a brand or store if they disagree with that organization’s values. Brands can win back their business with the right strategic approach, including offering incentives and a personalized reengagement campaign. 

4. Social influences

For the past two decades, net promotor scores have been the gold standard of customer experience metrics. While word-of-mouth recommendations continue to happen among friends, family and colleagues, the rise of social media has had an exponential effect.  

With influencers (and now the trending de-influencer movement) monetizing the platform, brands must pay even more attention to their share of voice and customer sentiment. According to a Meta study, brands producing original content on Instagram are being judged on popularity, creativity, entertainment, relevance and commitment to community building.

5. Seamless Interactions

Whether a brand engagement happens in person, over the phone, in a mobile app or via desktop, customers increasingly expect frictionless and convenient experiences across all channels. 

Wearable and synced household tech can (sometimes literally) check the pulse of consumer needs. But beware of how advances in technology and data collection capabilities can create complexity. Brands must strive to understand customer pain points by building relationships that shape the approach to data analytics—and simplify the buying journey while rewarding customers for their continued engagement 

6. Transparency

Communication authenticity also has a significant impact on building brand loyalty. Creating open, transparent lines of communication and value-aligned investments in charitable causes are two strategies that help organizations stand out.

Brands can meet this expectation by providing clear and honest information about their products, pricing and policies, as well as being transparent about their social and environmental impact.