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DIFFERENCE BETWEEN CUSTOMER NEEDS AND EXPECTATIONS

customer needs

Are you sure you know well the needs and expectations of your customer?

To detect the NEEDS AND EXPECTATIONS OF THE CUSTOMER has turned into the main objective of any company. However, at these times, detecting them has become a more complex priority in which a very underestimated value comes into play: added value.

 


¿What are the NEEDS AND EXPECTATIONS OF THE CUSTOMER?

One male photographer and traveler of 50 years old is interested in a trip to Laos, but not just one plan trip: one that is up to his expectations. He wants photographic tours, a five stars hotel in the middle of the jungle and a Spanish guide. These very specific needs must be met by your specialized luxury travel agency.

Days pass by, the trip begins and when the customer comes back from his trip, he brings bad news: the guide was waiting for any opportunity to cop-out of his responsibilities and in there was a leak in the hotel room. These reports did not reflect the expectations of the customer, undermining the value of his experience.

The customer need is the one that emerges in a premeditated way but also unconsciously, two senses that conclude in some expectations that our company will also foster. The problem comes when the expectations do not meet the final result of such promised product or service.

It is a mistake that may translate into devastating consequences for any business, especially when we live in such a digital world in which any bad comments will spread everywhere, and the brand image may be harmed very rapidly.

 

How to detect the NEEDS AND CUSTOMER EXPERIENCE?

There are different types of customers in this world: some know exactly what they want, while others follow the advices of professionals that, above all, will attempt to read the emotions that lead the customer to buying a product: that retro videogame that she played when she was young or that anniversary dream trip he has been waiting for a long time.

In the following paragraphs, we will show the key factors to detect the needs and expectations of the customer:

· Reliability: The customer is looking for references that will allow him/her to trust in your brand. For that, make all necessary information available in your different communication channels, such as social media or blogs.

· Capacity of response: If you take 2 days to answer a petition, you will be portraying a bad image while increasing the time for the competence to answer the same petition.

· Communication: Get to know the desires of the clients and the emotions that provoke them. Guide them towards what they still do not know they want and, on the other hand, adapt yourself to their desires without creating assumptions. For instance, if your client wants chocolate, tell him/her the quantity of fat it contains and the bas consequences for his/her health, therefore discouraging him/her from buying the product.

· Result: The product must be as the person imagined it through all phases of customer experience. Or even better.

 

Expectations and customer experience: the relevance of added value.

Going back to the story of the Laos photographer: the customer has come back from the trip and he states that the experience was as he imagined. However, it could have been a lot better. For example, if you would have gave him a free dinner with views to the Luand Prabang market, or if you would have told him you had planted a tree in Laos with his name on it and gave him a diploma, the whole experience would have been worth it for him just for those details.

These experiences will always add value in the process. 

If your company has not discovered yet the needs and expectations of your customers at Buljan & Partners we can help you with anything you need.

Shall we talk?