What does the customer really want from a company?
Over the past twenty years, Gallup has interviewed more than one billion customers from around the world, asking them what a customer really wants from a company, and as expected, customer expectations of companies have varied from industry to industry and across industries. Every part was different.
But what was more interesting was that all customers emphasized four key categories more than other topics and if these four expectations were met, they would become permanent fans and promoters of the products and services they used.
These four categories are classified in the following levels:
Level One: At the lowest level, customers expect “accuracy” from a company.
For example: if they go to a restaurant, the food they ordered will be delivered to them. At this level, if companies cannot meet these minimum expectations, regardless of how friendly the employees are, and so on, customer dissatisfaction will be inevitable.
Level Two: The next level is availability.
At this level, customers expect, for example, their chosen bank to provide services for customers in longer hours and to have more employees present to respond or that the restaurant they have chosen has more facilities.
Customers believe that providing these facilities is one of the obvious duties of companies, and the accuracy and availability of facilities are a necessary condition for obtaining customer satisfaction, but they are not sufficient, and in order to fulfill them, companies cannot turn regular customers into regular fans.
Third level: At this level, customers expect partnership and companionship.
They expect companies to listen to them, respond to their needs, and behave in such a way that the customer is assured that the company is with them, not against them. It is because of these expectations that banks congratulate their customers on their birthdays.
Level 4: The most advanced level of customer expectations is consultation.
The famous Amazon company always recommends to its customers a detailed and complete list of books that may be interesting for them to read. With these consultations, Amazon is actually giving them free training that has a lot of value and uses for them.
In general, the third and fourth levels of customer expectations, i.e. collaboration and consultation, if met well and carefully, will turn regular customers into loyal fans.
Now the question is how to meet these high level expectations?
The fact is that the answer to this question cannot be summed up only in cases such as the use of technological advances or the precise adjustment of work steps, and to realize them, elite, talented and motivated employees are needed in the front line of communication with customers, who use the right words and By choosing the right tone for each of the customers, deal with them in such a way as to instill in them a sense of being a colleague and helper, as well as giving advice, and after a while, turn them into loyal and loyal customers of the company.
Gallup’s surveys have shown that great managers have been able to guide their employees in such a way as to prevent the creation and spread of dissatisfaction among customers in the first place, and in the next step, by strengthening listening skills and training others, to deal with customers in such a way to instill in them a sense of cooperation on the one hand and a sense of learning on the other hand, and in this way make them two-fire and permanent fans.
Source: Gallup
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This post is written by F_Sho