Every marketer and entrepreneur won’t dispute the fact that customer expectations are not constant. They are constantly changing. And if you can predict these changes and act accordingly, you may not be in business in the long run. Today’s article will discuss how customer expectations are changing in 2022.
A recent report from Google contains data that explains how customer expectations are changing in 2022.
The search volume trends from 2021 to 2022 revealed that customers want things both sooner and later.
Let me explain better.
If a customer wants to shop from a physical shop, they want to be able to shop at their convenience, even if it’s late at night.
Similarly, if they want to shop online, they want the items to arrive at their location as soon as possible.
The report further revealed that customers want to explore new experiences. For instance, they want to bring their pet out for dinner.
It’s easier to meet your customers’ needs better if you know their expectations. And this will get you more sales and boost your revenue because your customers will always choose your brand over other competing brands.
How Customer Expectations are Changing in 2022 According to Google Insights Report
The first set of data in the report revealed that consumer expectations for new experiences, services, and ways to shop had increased tremendously. There is growing searches for the following terms;
- The search for “Late night shopping” increased 100% within the last 12 months.
- The search for “24/7 customer service” was up to 500% year over year.
- Similarly, the search for the term “dog-friendly restaurant” up to 100% every year.
- The search for “Next day flower delivery” was up to 800% year over year.
These trends reveal the urgency with which online customers expect their products to be delivered.
They also want to have access to customer support every hour of the day after they purchase your product.
And when they decide to visit a local business, they want to shop or dine in a place with maximum comfort.
Somewhere that will feel like a home away from home. Such a place should allow them to bring their dog and other pets along.
However, if your business caters to these needs, highlight them on your website. This will make it easier for searchers to find you online.
In-Person Events Are Back
The fact that in-person events are back shows how customer expectations are changing in 2022.
They are now eager to get out of their homes and have fun in-person events. Perhaps, that is why searchers are increasing exponentially for the following terms;
- “Cinema near me” increased by 300% year over year.
- “Unique things to do in”; increased by 100% year over year.
- “seating chart”; increased by 600%
- “Spring break”; up 100% year over year.
These in-person events trends revealed that customers are more comfortable with attending events in-person in 2022. And this is good news for people in the event management business.
Even though the in-person event is back, customers expect something entirely different. They won’t settle for the same status quo.
Pandemic Trends that Stuck
These pandemic trends that stuck will further help you understand how customer expectations are changing in 2022.
Over the last one year, the following searches are still on the rise;
- “Makeup game”; increased by 700% from 2021 to 2022.
- “Best movies to stream right now”; increased by 300% from 2021 to 2022.
- “Nursery plants near me”; increased by 100% from 2021 to 2022.
- “Hair trends female”; increased by 800% from 2021 to 2022.
Why it’s Important to Understand Your Customers’ Expectations
It’s easy to win over your potential customers if you understand their expectations.
Customer-centric brands focus their marketing on customer expectations. They always communicate those unique features that make their offering outstanding.
So, here are some of the reasons why it’s essential to understand your customer expectations;
#1. It Helps You Personalize Your Marketing
Once you understand your customer’s expectations, it’s easy to personalize your marketing.
Every customer on your list and those you are still prospecting wants you to treat them like a living, breathing human being rather than part of a homogenous group.
So, never use a one size fits it all marketing approach. If you do, some customers may feel alienated and give them the impression that your brand is taking them for granted.
But once you understand your customer’s expectations, it’s easy to personalize their individual experience.
You can start by refining your customer’s engagement regarding how they have shopped in the past.
For instance, Amazon has a unique system that helps them personalize engagement with their online customers through a feature on their website – “customers who bought this item also bought.”
You may think this is not a big deal. But it gives customers the impression that you understand and care about what they need.
#2. Promotes Customer Service
Businesses that understand customers’ expectations tend to become successful. That is because they will have an excellent customer service culture that prioritizes customer needs at all times.
#3. It Helps You Communicate Differentiation
If you understand how customer expectations are changing, you will know that they expect differentiation in the products or services they consume.
Your business may not remain competitive in the long run if you continue to sell the same products and services.
It doesn’t matter whether those products or services are premium quality. Customers just need to explore more and try new things.
And as a business owner, you should be able to communicate differentiation to your potential and existing customers. That is the easiest way to position your brand in your audience’s mind.