The Importance of Setting Expectations for Customers

One of the keys to marketing success is setting expectations.
It is important to be clear what a customer will experience and the value that your product delivers.
It establishes the rules of engagement and, if done right, sets the stage for customer loyalty.
Here’s a good example of “setting expectations”:


I recently ordered iPhone lightning cables from Anker, which came highly recommended on Amazon.
When the cables arrived, the packaging was slick. More impressive was a booklet with two messages:
1. Information about how to connect with customer service (phone, email, and Website).
2. Suggestions about how to share my happiness with the product (tell a friend, Amazon review, social media).
This is customer-centric marketing that tells the customer that Anker really cares about their satisfaction.
As important, it starts the relationship on a positive note.

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