Even five years ago, businesses were staggered by skyrocketing consumer expectations. And if you think those expectations have leveled off, think again. What consumers want from the brands with which they engage has only become more complex.
Take customer service, for example. While consumers gave brands some grace at the beginning of the pandemic, they quickly got back to expecting not just the same level of service, but more. The vast majority of customers — 80% of them — said they wanted better customer service during COVID-19.
Plus, the shift to an increasingly digital landscape — underscored by the massive move to work-from-home models over the last year — puts pressure on brands. With countless resources at their fingertips to compare the competition, customers are much more likely to consider swapping to a new brand. In fact, 75% of consumers shopped differently than normal during the last year.
Where does that leave your organization? In most cases, you’re probably feeling like you’re playing a major, never-ending game of catchup.
Get used to it.
As customer expectations change and scale faster than ever before, this is almost definitely the new normal.
The good news? Every other brand is in the same boat. The better news? By understanding the biggest shapers of customer expectation now, you can act on them, helping your organization stay on pace with your consumers.
Here are four changes in customer expectation worth watching, and what your brand can do about them.