What customers want and what they get might not always align, but the stakes are getting higher for any business that falls short. 80 percent of customers say they’d switch to a competitor after more than one bad experience. And that’s a number that should have most companies paying attention. Why? Customer expectations have shifted considerably over the past year.
Jenny wakes up every morning at 8 am. While sipping her coffee, she opens up your company’s app to check the weather that day. Later, between work calls, Jenny checks your website on her laptop to see if it’s going to be windy in the afternoon – maybe it’s a good day for a bike ride? In the evening, while scrolling through Instagram, she sees your ad to subscribe to a new weather newsletter catered to cyclists.
Imagine you’re in the market to buy a new dishwasher. You receive an email from Lowe’s claiming that a new LG model is a customer favorite. But then a few friends tell you their Frigidaire dishwashers are the best they’ve ever owned. Who are you more likely to believe? Probably your friends. SEMrush’s research shows that 88 percent of people have the highest level of trust in a brand when a friend or family member recommends it.
