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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