Voice of CustomerFebruary 16, 2023
How to manage/analyze/improve customer expectation
What is customer expectation?
Customer expectations are the standards and requirements that customers have when they purchase a product or service. These expectations are influenced by the customer’s past experiences, word-of-mouth, the product’s reputation, and the company’s marketing and advertising efforts. Meeting or exceeding customer expectations is an important part of customer satisfaction, loyalty, and retention.
In order to understand and meet customer expectations, businesses must take the time to research and understand who their customers are, what they need, and how they want to be treated. This can be done through surveys, interviews, focus groups, and observation. Once a company has determined the expectations of their customers, they can then assess their own services, products, and customer service practices to see if they are meeting these expectations and make changes if needed.
Customer Service VS Customer expectation？
Customer service and customer expectations are two important concepts in the customer experience. They are often intertwined but there are some key differences between them.
Customer service refers to the efforts of a company to provide a satisfactory product or service to its customers. This could include offering advice, resolving complaints, providing refunds, or providing technical support. Customer service is an essential part of any business, and often involves a combination of human and technological resources.
Customer expectations, on the other hand, refer to the expectations of the customer about the product, service, or experience that they receive from the company. They are shaped by the customer's previous experiences with similar products and services, as well as their understanding of the company and its offerings. Customer expectations can change over time and should be monitored closely in order for a company to stay competitive.
In summary, customer service is the efforts of a company to provide a satisfactory product or service to its customers, while customer expectations are the expectations of the customer about the product, service, or experience they receive from the company. Both are essential to the customer experience, and should be closely monitored in order to ensure customer satisfaction.
Where to collect customer expaction data?
Collecting customer expectation data from various platforms is an important part of understanding the needs and preferences of your target audience. In order to successfully do this, there are several steps that should be taken.
1. Social Media
For social media, you can use analytics tools to measure the effectiveness of your campaigns, as well as track customer engagement and sentiment. You can also monitor trends in posts, comments, and reactions in order to gain insights into customer expectations. In particular, when collecting customer expectations on social media, we need to identify false information that can be forged. At the same time, we must also pay attention to the user privacy regulations and strict protection mechanisms of different platforms.
2. Service Communication
For service communication, you can analyze customer support tickets to determine how well customer needs were addressed, and what areas need to be improved. Additionally, you can use customer feedback surveys to collect opinions on service quality and customer service performance. After-sales ticket, there are many suggestions and complaints from customers. On the one hand, we can directly discover a lot of customer expectations from it; on the other hand, effective communication can help us resolve conflicts and improve brand reputation.
3. E-Commerce Review
For e-commerce reviews, you can read customer reviews and ratings to gain an understanding of what buyers are expecting from your products and services. Reviews can also help you identify any common issues that customers are having with your products and services so you can take steps to improve them. The typical VOC quality inspection process is to obtain product problems and customer expectations from the review, optimize and improve the product, and then notify the customer, that is, the VOC-CTQ process.
Finally, surveys are a great way to collect direct feedback from customers. You can ask questions about customer satisfaction, expectations, and preferences in order to gain valuable insights into what customers want and need. For survey, we need to do a round of VOC in social media, e-commerce review, service tickets before proceeding. Only in this way can design more targeted questionnaire questions, find accurate groups of people, improve results and reduce costs.
By taking advantage of all of these strategies, you can successfully collect customer expectation data across multiple platforms. With this data, you can create more effective campaigns and services that are tailored to meet customer expectations.
How to manage expaction?
Creating a good experience for customers is essential for any business. To ensure that customers are satisfied and have customer expectations met, it is important to develop a good process to manage customer expectations.
1. Create good files for customers
The first step in managing expectations is to create good files. This should include all of the customer's information, such as contact information, product descriptions, and any other relevant information that may be needed for the customer experience. Having all of this information organized in a neat and orderly manner will help you to keep track of the customer's expectations and provide a clear understanding of what they are looking for. Remember, the free customer expectation research library is the customer database you have accumulated over the years
2. Establish a good communication mechanism
The second step is to establish a good communication mechanism. This should involve having a customer service representative who is available to provide any help and advice to the customer. This will ensure that the customer is kept informed and their questions and concerns are answered in a timely manner. What we call multiple user experience is actually using the same communication language and service standards on different communication media. Consumers can find us through emails, APPs, forums, social media, call, chat, etc., and we have a customer service workbench with complete tools to communicate with customers.
3. The process of establishing VOC-CTQ
The final step is to establish a Voice of Customer - Critical to Quality (VOC-CTQ) process. This process will help to ensure that the customer's expectations are being met and that the company is providing the best service possible. It will involve collecting feedback from customers on the products and services they are receiving, as well as analyzing the data to identify areas of improvement. This will help to ensure that the customer's needs are being met and that the company is providing a quality service.
How to analyze customer expaction data?
Analyzing customer expectation data can provide valuable insight into customer behavior and preferences. A tag tree, or taxonomy, is a useful tool for categorizing customer personas according to their needs and interests.
1. Build a tag tree for customer personas
The consumer experience tag library is to design a tag library for products from the consumer's perspective, which includes the consumer's basic data, usage process, purchase process, experience and scenarios.
Different from the consumer behavior tag library and product attribute tag library, the consumer experience tag library is a tag system that combines consumer attributes, consumer actions, product attributes and consumer emotions. It is recommended to follow the steps below:
Step 1 Determine the basic direction: First identify objects, identify people (consumers), things (products), and relationships (use, purchase, experience, and emotion). For example: My wife thinks the appearance of this product is very beautiful. In this sentence, we can get people (wife, woman), things (appearance, ID design), relationships (forward, design)
Step 2 Establish the design idea of Amazon review analysis: The design idea of tags, or design logic, refers to the five ways of core words, divergence, drill-down, dynamic, and abstraction to extend the first-level and second-level tags.
Step 3 Develop Amazon review analysis tag classification (level 1 and Level 2 tags): Around the data source, we can design a primary and secondary tag tree from seven dimensions: consumer attributes, platform attributes, product attributes, environment attributes, usage attributes, experience attributes, and emotion attributes.
Step 4 Compile the underlying tags for Amazon review analysis: When the primary and secondary levels are clear, we begin to continuously add, delete, modify, and query the underlying tags. Among them, the update frequency of product attribute tags is the highest, and we become the neat update, which requires the product manager to constantly gain insight into new products and sub-categories in the market and optimize the update.
2. Analyze customer satisfaction, complaints and expectations
Once you have identified the customer personas, you can use this data to analyze customer satisfaction, complaints, and expectations. This can be done by looking at customer reviews and ratings, and tracking changes in customer sentiment over time. This will give you an understanding of what customers expect from your brand, and where potential areas of improvement may lie.
3.Monitor changes in review rating stars
Additionally, you should monitor changes in review ratings and star ratings to determine customer sentiment and satisfaction levels. This can be done by tracking changes in the average rating score over time. Monitoring star ratings is actually monitoring brand reputation and calculating sales of competing products. During monitoring, we can prevent or improve the decline in product praise. At the same time, monitor whether competitors are increasing their stars due to sudden promotions, marketing promotions and other marketing events.
4. Monitor changes in brand reputation
Finally, you should also monitor changes in your brand’s reputation. This can be done by tracking social media posts and reviews to identify areas of improvement and any negative feedback from customers.
By following these steps, you can use customer expectation data to build a comprehensive picture of customer personas, analyze customer satisfaction and expectations, and monitor changes in brand reputation.
How to improve customer expectation?
Improving customer expectation requires a comprehensive approach that includes optimizing product quality through the VOC-CTQ process, providing a product description that seeks truth from facts, building friendships with customers online, providing personalized service, and utilizing an intelligent customer experience platform.
1. Optimizing product quality through the VOC-CTQ process
Optimizing product quality through the VOC-CTQ (Voice of Customer/Critical-to-Quality) process is an effective way to improve customer expectation. This process involves collecting data from customers, analyzing it to identify areas of improvement, and then implementing changes accordingly. This helps businesses understand customer needs and make improvements accordingly.
2. Product description seeks truth from facts
Product descriptions should also seek truth from facts to improve customer expectation. Product descriptions should be clear and accurate, and should provide customers with a good understanding of what the product offers. Such descriptions should also include relevant technical specifications and details that can give customers a more comprehensive understanding of the product.
3. Build friendships with customers online
Building friendships with customers online is another key strategy to improving customer expectation. This can include engaging with customers on social media, providing personalized service such as discounts and offers, and responding to queries quickly and efficiently. Having a friendly and approachable online presence can help cultivate a positive relationship with customers.
4. Provide personalized service
In addition, providing personalized service is also an effective way to improve customer expectation. This could involve providing tailored discounts and offers based on customers’ purchase histories and preferences, as well as offering personalized customer support.
5. Utilize an intelligent customer experience platform
Finally, utilizing an intelligent customer experience platform can help businesses achieve the best customer experience. This can include features such as automated customer service, data-driven insights, and AI-powered customer engagement. Such features can give customers a better overall experience and help businesses better understand customer needs.
Best Practices: "Aha!" moment
IKEA - The Birth of Modular Furniture
A customer bought a table at the furniture store where IKEA founder Ingvar Kampard worked. But the clerk couldn't load the table into the car. Ingvar took inspiration from this tiny customer usage scenario. And put forward IKEA's world-renowned furniture concept: modular furniture. It can be seen that whether it is online or offline, we need to carefully observe user scenarios and obtain pain points from them. Create new concept products for consumers, so as to harvest Aha moment.