What Are Customer Expectations, and How Have They Changed?
Customer expectations hit all-time highs.
Understanding new customer expectations
The research shows that understanding customers’ needs — and exceeding their expectations — are becoming table stakes for businesses to compete. Here are four expectations that are changing the game for companies.
1. Customers expect connected journeys: Break down your business silos.
- 79% of customers expect consistent interactions across departments, yet 55% say it generally feels like they're communicating with separate departments rather than one company.
- 56% of customers say they often have to repeat or re-explain information to different representations.
2. Customers expect personalization: Customize everything.
- 73% of customers expect better personalization as technology advances.
- 65% of customers expect companies to adapt to their changing needs and preferences, but 61% of customers say most companies treat them as a number.
- 80% of customers say the experience a company provides is as important as its products and services.
Read more about the connected mandate companies are facing.
3. Customers expect AI safeugards. Prioritize an ethical AI strategy.
- 74% of customers are concerned about the unethical use of AI.
- 80% of customers say it's important for a human to validate the output of AI.
- 68% of customers say advances in AI make it more important for companies to be trustworthy.
4. Customers expect data protection: Make trust your priority.
- 79% of customers say they're increasingly protective of their personal data.
- 71% of customers say they're more likely trust a company with personal data if its use is clearly explained.
- 51% of customers say most companies don't use their personal data in ways that benefit them.
Read more about customer trust.
Customers expect great experiences but reality falls short
Business buyers’ expectations mirror consumer expectations for company interactions
Why exceeding customer expectations is critical
Put simply, it pays to provide great customer experiences — including post-purchase. In fact, 88% of customers say good customer service makes them more likely to purchase again, and 75% have recommended a company based on excellent customer service.