{"id":473476,"date":"2022-07-13T11:17:31","date_gmt":"2022-07-13T08:17:31","guid":{"rendered":"https:\/\/en.buradabiliyorum.com\/?p=473476"},"modified":"2022-07-13T11:17:36","modified_gmt":"2022-07-13T08:17:36","slug":"keeping-up-with-customer-expectations-the-2022-edition","status":"publish","type":"post","link":"https:\/\/buradabiliyorum.com\/en\/keeping-up-with-customer-expectations-the-2022-edition\/","title":{"rendered":"#Keeping Up with Customer Expectations: The 2022 Edition"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_84 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-6a284c7463abd\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #dd3333;color:#dd3333\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #dd3333;color:#dd3333\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-6a284c7463abd\" checked aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-1'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/buradabiliyorum.com\/en\/keeping-up-with-customer-expectations-the-2022-edition\/#Keeping_Up_with_Customer_Expectations_The_2022_Edition\" >Keeping Up with Customer Expectations: The 2022 Edition<\/a><ul class='ez-toc-list-level-2' ><li class='ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/buradabiliyorum.com\/en\/keeping-up-with-customer-expectations-the-2022-edition\/#Customer_Expectations_by_the_Numbers\" >Customer Expectations by the Numbers<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/buradabiliyorum.com\/en\/keeping-up-with-customer-expectations-the-2022-edition\/#The_Common_Threads_Among_Customer_Expectations\" >The Common Threads Among Customer Expectations<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/buradabiliyorum.com\/en\/keeping-up-with-customer-expectations-the-2022-edition\/#Digital_Readiness_Cuts_Across_Industries\" >Digital Readiness Cuts Across Industries<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/buradabiliyorum.com\/en\/keeping-up-with-customer-expectations-the-2022-edition\/#Fine-Tuning_Your_Sales_Process\" >Fine-Tuning Your Sales Process<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/buradabiliyorum.com\/en\/keeping-up-with-customer-expectations-the-2022-edition\/#The_First_Step_in_Meeting_Customer_Expectations\" >The First Step in Meeting Customer Expectations<\/a><\/li><\/ul><\/li><\/ul><\/nav><\/div>\n<h1><span class=\"ez-toc-section\" id=\"Keeping_Up_with_Customer_Expectations_The_2022_Edition\"><\/span><strong>Keeping Up with Customer Expectations: The 2022 Edition<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h1>\n<p>Offering customers a positive online experience has been the price of admission for marketers since the dawn of digital marketing. The problem is that the definition of positive keeps changing. Where do customers expect you to engage with them? Once upon a time, having a website was plenty. Then having a mobile presence became essential, followed by customers\u2019 demand for mobile <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/download-scripts-themes-apps\/\" data-internallinksmanager029f6b8e52c=\"9\" title=\"Download Scripts &amp; Themes &amp; Apps\" target=\"_blank\" rel=\"noopener\">app<\/a>lications that personalized their experience of your company. Next came <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/social-mediaa\/\" data-internallinksmanager029f6b8e52c=\"1\" title=\"Social Media\" target=\"_blank\" rel=\"noopener\">social media<\/a>. Which platforms did they prefer? How many platforms did you have to manage to satisfy their demands?<\/p>\n<p>Customers keep raising the bar and sometimes it\u2019s tough to see how high your company has to climb. Certainly, COVID19 further upped the ante. Customers wanted more and better service from the safety of their homes. But even in the pre-COVID era, customer expectations for <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/technology\/\" data-internallinksmanager029f6b8e52c=\"4\" title=\"Technology\" target=\"_blank\" rel=\"noopener\">technology<\/a>-enabled service grew every year. And analysts predict they\u2019ll demand even more should we ever reach an age that can be called the post-Covid era. Gen-Z will likely lead the charge, expressing a distinct preference for <a href=\"https:\/\/www.zendesk.com\/blog\/millennials-vs-gen-z-customer-service-expectations-compare\/\" target=\"_blank\" rel=\"noopener\">helping themselves<\/a> via digital channels, from in-app messaging to online chatbots.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Customer_Expectations_by_the_Numbers\"><\/span><strong>Customer Expectations by the Numbers<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>What do customers want right now? A comprehensive <a href=\"https:\/\/www.appnovation.com\/sites\/default\/files\/2021-02\/The%2520Digital%2520Consumer_Appnovation%2520Research%2520Report_FEB%25202021.pdf?utm_source=press&amp;utm_medium=referral&amp;utm_campaign=research%2520report%2520digital%2520consumer\" target=\"_blank\" rel=\"noopener\">2020 study by Appnovation<\/a> provides some insight, reporting that 44% of customers surveyed fully expected businesses to adopt new and innovative digital solutions in 2021. Another 45% of survey respondents expected companies to enhance their existing technology, as well. Then there were the hopefuls: even those customers who didn\u2019t expect these changes expressed a desire for innovation, nonetheless. Only 17% of customers reported that they didn\u2019t much care about digital service innovation. But that number may be suspect. Customers who profess not to care quickly change their tune when they\u2019re inconvenienced or unable to get the services they need online. That\u2019s precisely the customer experience that drives innovation. So don\u2019t discount the seemingly disengaged. They should figure as an important segment in your marketing planning.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"The_Common_Threads_Among_Customer_Expectations\"><\/span><strong>The Common Threads Among Customer Expectations<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>According to a <a href=\"https:\/\/www.acquia.com\/node\/20096\/download\" target=\"_blank\" rel=\"noopener\">study by Aqui<\/a>, 78% of customers want to do business with brands that \u201cget them.\u201d Brands that demonstrate insight into their needs and can quickly solve their problems get top marks. Most of us aren\u2019t mind readers, of course. That\u2019s why primary market research should be an essential element of your brand planning. If you haven\u2019t hosted any focus groups or put a survey out into the market in some time, now is the right moment to do so. The global pandemic brought profound changes. Customers are shopping differently now and 75% of respondents to Aqui\u2019s survey reported trying new brands, stores, and channels during the COVI19 era. If what you know about your customers is based on 2-year-old data, your established <a href=\"https:\/\/blog.hubspot.com\/service\/customer-profiling\" target=\"_blank\" rel=\"noopener\">customer profiles<\/a> may be way off target.<\/p>\n<p>Customers want to trust brands and see companies live up to their brand promises. Trust has new meaning now. Customers expect brands to prioritize their safety, demonstrated by actions as basic as implementing enhanced sanitation or as complicated as cybersecurity. They also want brands to provide <a href=\"https:\/\/www.edelman.com\/research\/covid-19-brand-trust-report\" target=\"_blank\" rel=\"noopener\">financial security<\/a> for themselves and their employees, even if it means taking a financial hit themselves. No doubt, that\u2019s why record inflation has become a hot political issue. The pandemic has even influenced customers\u2019 expectations of brand communications. They\u2019re less interested in light-hearted advertising and prefer to see messages that demonstrate empathy and help them solve the new problems they\u2019re having now. You may want to discuss that trend with your advertising agency.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Digital_Readiness_Cuts_Across_Industries\"><\/span><strong>Digital Readiness Cuts Across Industries<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Customers have varying expectations of the companies they do business with, of course. Would you buy a new car without taking it for a test drive? Not surprisingly, Appnovation\u2019s study found that, in the pre-COVID era, a majority of consumers wouldn\u2019t. That\u2019s not to say they didn\u2019t visit car dealer websites or read a lot of online product reviews\u2014but the need to physically touch something before you buy it is real and underscores that in-store and person-to-person customer experiences shouldn\u2019t get lost in the digital shuffle. Many people want to squeeze the avocados, too. Despite an increase in shopping for essential goods online, Kroger, Stop and Shop, and Piggly Wiggly parking lots are still jammed.<\/p>\n<p>Customers making purchases in certain industries, especially banking and other financial services, express a high level of digital readiness. Let\u2019s look at banking for a moment. It may have started with ATMs\u2014people didn\u2019t care to wait for a teller to serve them in bank branches\u2014but now customers are plenty content to perform a wide range of banking tasks online and via mobile app. They want to open checking accounts, pay their bills, <a href=\"https:\/\/money.com\/best-student-loan-refinance\/\" target=\"_blank\" rel=\"noopener\">refinance their student loans<\/a>, invest in their retirement, and more, all online. And the banking industry upped its <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/game\/\" data-internallinksmanager029f6b8e52c=\"7\" title=\"Game\" target=\"_blank\" rel=\"noopener\">game<\/a> in response.<\/p>\n<p>The lending industry stands out for having made some tremendous strides towards improving customer experience, aided by new <a href=\"http:\/\/www.biz2x.com\/\" target=\"_blank\" rel=\"noopener\">financial technology applications<\/a> that make the process of applying for and being funded for a loan faster, simpler, and more convenient. Traditional banks and credit unions, established online <a href=\"https:\/\/money.com\/best-mortgage-lenders\/\" target=\"_blank\" rel=\"noopener\">mortgage lenders<\/a> like Quicken and LoanDepot, and a booming new crop of fintech lending startups have all adopted digital lending platforms in recent years. The insurance industry and its many tentacles\u2014from traditional home and auto policies to the <a href=\"https:\/\/money.com\/best-pet-insurance\/\" target=\"_blank\" rel=\"noopener\">growing pet insurance sector<\/a>\u2014has also benefited from financial technology. Indeed, these companies have their own moniker: they\u2019re known as insuretech companies. Not surprisingly, fintech has dominated in the venture capital arena, attracting <a href=\"https:\/\/news.crunchbase.com\/news\/fintech-startup-vc-forecast-2022\/\" target=\"_blank\" rel=\"noopener\">$134 billion in funding<\/a> in 2021\u2014a number that represents 177% year-over-year growth.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Fine-Tuning_Your_Sales_Process\"><\/span><strong>Fine-Tuning Your Sales Process<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>If you\u2019re still relying on the same Customer Relationship Management (CRM) application you\u2019ve used for years, you\u2019re not accessing all the technology available to help you close deals. <a href=\"https:\/\/highspot.com\/\" target=\"_blank\" rel=\"noopener\">Sales enablement applications<\/a> are gaining favor and <a href=\"https:\/\/learn.g2.com\/sales-enablement-statistics\" target=\"_blank\" rel=\"noopener\">77% of companies<\/a> who employ a sales team in excess of 500 members are now relying on SAAS companies that provide sales enablement tools. And interest is growing. Google searches for \u201csales enablement\u201d increased by 52% between 2020 and 2021.<\/p>\n<p>What\u2019s the difference between CRM and sales enablement platforms? CRMs collect the data you need to manage relationships. Sales enablement manages relationships for you. These applications often feature digital conference rooms where salespeople and customers can meet virtually while having immediate access to proposals, relevant content, records of previous conversations, and more. Sales enablement platforms can better align your sales and marketing functions.<\/p>\n<p>Sales enablement solutions also function as sales training resources. Training not only improves sales performance, but also keeps your sales team happy. One of the most commonly cited reasons why sales people quit their jobs is a dearth of training and a clear path to career advancement. A LinkedIn study revealed that 94% of employees say they\u2019d stay put in their roles if their employers invested in their futures through sales training. Sales enablement technology is one way companies can keep their salespeople engaged and satisfied\u2014and manage the other epidemic we\u2019re in the midst of: record attrition levels. <a href=\"https:\/\/www.cnbc.com\/2021\/10\/14\/1-in-4-workers-quit-their-job-this-year-according-to-new-report.html\" target=\"_blank\" rel=\"noopener\">One in four workers<\/a> quit their jobs last year. And attrition levels are even higher in the sales arena\u201419% higher, in fact.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"The_First_Step_in_Meeting_Customer_Expectations\"><\/span><strong>The First Step in Meeting Customer Expectations<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>As the old saying goes, you can\u2019t fix something if you don\u2019t know it\u2019s broken. Research that enhances your understanding of your customers\u2014and your employees\u2014is vital to meeting, or better yet, even exceeding, customer expectations. And yours should cover every touchpoint. Website and mobile stats, email CTRs, customer service standards, monitoring product reviews and consumer ratings\u2014there\u2019s a wealth of data out there that can help you fine tune your customer experience. And one last suggestion: study your competition carefully. Find a way to differentiate yourself in a meaningful way. What does meaningful mean? That\u2019s a question only your customers can answer.<\/p>\n<p><strong>Author Bio:<\/strong><\/p>\n<p>Susan Doktor is a journalist, business strategist, and principal at Branddoktor. Her contribution comes to us courtesy of <a href=\"https:\/\/money.com\/\" target=\"_blank\" rel=\"noopener\">Money.com<\/a>. Follow Susan on Twitter @branddoktor.<\/p>\n<blockquote><p><strong><span style=\"color: #ff6600;\">If you liked the article, do not forget to share it with your friends. Follow us on&nbsp;<span style=\"color: #ff0000;\"><a style=\"color: #ff0000;\" href=\"https:\/\/news.google.com\/publications\/CAAqBwgKMLG0nwswvr63Aw\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">Google News<\/a><\/span>&nbsp;too, click on the star and choose us from your favorites.<\/span><\/strong><\/p><\/blockquote>\n<blockquote>\n<p style=\"text-align: center;\"><strong>For forums sites go to <span style=\"color: #ff9900;\"><a style=\"color: #ff9900;\" href=\"https:\/\/forum.buradabiliyorum.com\/\" target=\"_blank\" rel=\"noopener\">Forum.BuradaBiliyorum.Com<\/a><\/span><\/strong><\/p>\n<\/blockquote>\n<blockquote>\n<p style=\"text-align: center;\"><strong>If you want to read more <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/news\/\" data-internallinksmanager029f6b8e52c=\"2\" title=\"News\" target=\"_blank\" rel=\"noopener\">News<\/a> articles, you can visit our <span style=\"color: #ff9900;\"><a style=\"color: #ff9900;\" href=\"https:\/\/en.buradabiliyorum.com\/general\/\" target=\"_blank\" rel=\"noopener\">General <\/a><\/span>category.<\/strong><\/p>\n<\/blockquote>\n","protected":false},"excerpt":{"rendered":"<p>Keeping Up with Customer Expectations: The 2022 Edition Offering customers a positive online experience has been the price of admission for marketers since the dawn of digital marketing. The problem is that the definition of positive keeps changing. Where do customers expect you to engage with them? Once upon a time, having a website was&#8230;<\/p>\n","protected":false},"author":1,"featured_media":473480,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"fifu_image_url":"https:\/\/images.unsplash.com\/photo-1570872309681-828bdb21903c?crop=entropy&cs=tinysrgb&fit=max&fm=jpg&ixid=MnwxfDB8MXxyYW5kb218MHx8S2VlcGluZyBVcCB3aXRoIEN1c3RvbWVyIEV4cGVjdGF0aW9uczogVGhlIDIwMjIgRWRpdGlvbiw0ODg1LjU0OTIzNjgwMTZ8fHx8fHwxNjU3NzAwMjAz&ixlib=rb-1.2.1&q=80&utm_campaign=api-credit&utm_medium=referral&utm_source=unsplash_source&w=1080","fifu_image_alt":"#Keeping Up with Customer Expectations: The 2022 Edition","footnotes":""},"categories":[1],"tags":[131289,131288,131292,131287,131291,131290],"class_list":["post-473476","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-general","tag-customer-expectations-by-the-numbers","tag-digital-readiness-cuts-across-industries","tag-fine-tuning-your-sales-process","tag-keeping-up-with-customer-expectations-the-2022-edition","tag-the-common-threads-among-customer-expectations","tag-the-first-step-in-meeting-customer-expectations"],"_links":{"self":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/473476","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/comments?post=473476"}],"version-history":[{"count":0,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/473476\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media\/473480"}],"wp:attachment":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media?parent=473476"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/categories?post=473476"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/tags?post=473476"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}