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.
- 76% of customers expect consistent interactions across departments, yet 54% say it generally feels like sales, service, and marketing teams don’t share information
- 74% of customers have used multiple channels to start and complete a transaction
2. Customers expect personalization: Customize everything.
- 52% of customers expect offers to always be personalized — up from 49% in 2019
- 66% of customers expect companies to understand their unique needs and expectations, yet 66% say they’re generally treated like numbers
Read more about the connected mandate companies are facing.
3. Customers expect innovation: Keep pushing the limits.
- 88% of customers expect companies to accelerate digital initiatives due to COVID-19
- 69% of customers believe companies should offer new ways to get existing products and services in the wake of the pandemic, and 54% believe they should offer entirely new products and services
4. Customers expect data protection: Make trust your priority.
- Only 48% of customers say they generally trust companies
- Only 27% of consumers completely understand how companies use their personal information, and 86% want more transparency
- 61% of consumers feel like they’ve lost control over how their personal information is used — up from 46% in 2019
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. In fact, 91% of those polled say they're more likely to make a repeat purchase after a positive experience, and 71% say they’ve made a purchase decision based on experience quality.