How to Meet the Changing Expectations of Today's Customers

In light of the recent global health crisis, consumer behaviour across Australia has shifted dramatically. More than 53% of consumers report that a local business’s lack of pandemic-friendly services has driven them to switch to a competitor or discontinue their patronage entirely.

Over 89% of consumers say they are likely to return to a business they initially visited for its pandemic-friendly services, even when restrictions are lifted. Moreover, 70% of respondents who had a negative experience with a business during the pandemic are less inclined to make future purchases from that business in the future.

Major turning points like this have proven to be absolutely crucial for businesses in the past. Just take Uber, for example—they recognised the potential for more flexible and personalised travel experiences and completely revolutionised the transportation industry. On the other hand, Kodak, once a major player in photography, failed to fully embrace digital photography and, unfortunately, went from the top of the industry to bankruptcy.

It’s crystal clear that the companies that have consistently stayed at the forefront are the ones that have anticipated and responded to evolving customer needs—and this time is no different. Businesses that proactively adapt will not just survive but thrive. This change is an exciting time for innovation, offering a unique chance for your business to rethink strategies and embrace new technologies.

After all, those who take advantage of the moment and adapt will thrive, and those who don’t will lose their customers to those who do.

To help your business adapt and stay competitive, we will give you all the tools you need in this guide. There are five main ways customer expectations have changed recently, and adapting to meet these expectations will help you evolve and thrive:

01. Connect with your customers via instant messaging.

In today’s dynamic marketplace, the demand for instant messaging has never been more apparent. Even before the pandemic, a staggering 89% of customers expressed their desire for the option to message businesses. An astounding 42% of consumers have also expressed a greater interest in messaging local businesses. It’s clear that messaging has not only gained traction but has become an indispensable tool for businesses.

Amid the pandemic, texting also witnessed a remarkable surge, with 60.6% of consumers revealing that they had received or exchanged text messages with a local business in the past month. The statistics speak for themselves, with a staggering 99% of text messages being opened and 90% within three minutes. This high level of engagement clearly shows texting is the preferred communication channel for all age groups.

The time is ripe to embrace messaging as a powerful customer engagement tool. Failure to do so could mean losing out to competitors who are already leveraging this avenue to connect with customers.

Take, for instance, the success story of Cairns Precision Dental Group, a much-loved business that offers the local Cairns community quality dental treatments. Noticing a shift in their patients’ communication preferences, especially with the younger demographic, they made text messaging their main form of communication. This gave the practice an opportunity to notify their customers about appointment changes and upcoming promotions.

This demonstrates that messaging is a powerful tool for communicating with customers and staying competitive in the market.

How can my business start messaging?

Embrace a channel-agnostic approach, enabling seamless customer interactions across various channels, such as SMS, Apple Business Chat, Facebook Messenger, or Google. Managing multiple channels is made effortless through a unified messaging platform that consolidates all of them into one inbox.

The versatility of messaging allows for both personal one-to-one interactions and effective one-to-many communications, making it ideal for reaching a wide audience with announcements and promotions. When sending bulk messages, it’s best practice to:

Always get customer permission before sending marketing messages.
When it comes to transactional messages, always make sure the message is relevant and needs to be sent through this valuable channel.
Additionally, personalise the message to make it feel like it’s directed to the individual, rather than a mass audience.
- For instance, use a conversational tone instead of a formal, mass communication style.

02. Personalise the experience for each customer.

In today’s bustling marketplace, capturing the attention of consumers is challenging. One way to differentiate your business is by personalising interactions. About 80% of consumers are more inclined to engage with businesses that offer personalised experiences, with 90% finding personalisation appealing. Surprisingly, despite this demand, many companies fall short, leaving over 68% of consumers feeling like they’re just another number during brand interactions.

How can I make my brand interactions feel more personalised?

Send offers/deals that are relevant to individual customers based on past behaviour, demographics, etc.
Stay connected post-purchase and keep customers updated, using text to add a personal touch during interactions.
Make recommendations based on past purchases.
Use automation tools for a more personal touch without occupying all of your time.
Consider offering the option for a free, personalised virtual consultation or shopping experience.
Include a brief thank you note and customised wrapping if you ship your products.
Integrate a member’s only rewards system to incentivise customers.
Make your products shareable, enabling customers to make recommendations to friends and family.
Whether on your website’s landing page or social media, share your brand’s story. Customers nowadays want to buy from people, so the more you humanise your business, the stronger your connection with your audience will be.

03. Simplify the process.

Creating an exceptional customer experience is absolutely pivotal in securing customer loyalty. Approximately 84% of shoppers are unlikely to give a brand a second chance after a negative experience. It’s no secret that friction is the culprit behind poor experiences. The more voluted the purchasing process is or the longer it takes to reach you, the more likely customers are to abandon your sales funnel and switch to competitors.

The solution? Minimising friction through clear, precise communication and convenience. About 46% of consumers emphasise the importance of transparent safety protocols and the availability of pickup, curbside, or contactless services when selecting a local business. This highlights the significance of streamlining processes and ensuring a seamless, hassle-free experience for every customer.

How can I reduce or remove friction?

Provide options for in-store pickup or delivery.
Engage with customers through their favourite channels, such as text, Facebook Messenger, Apple Business Chat, Google Business Messaging, email, and phone.
Provide several payment options including mobile, text-based, and in-person transactions.
Each customer is unique, so always ensure you have various options for connecting and fulfilling orders to meet the evolving expectations of your customers.

“Most companies must realize that they are no longer competing against the guy down the street or the brand that sells similar products… Instead, they’re competing with every other experience a customer has.”
Dan Gingiss, Author & Customer Experience Expert

04. Deliver maximum convenience.

Convenience really is the bottom line. And it’s not just about proximity anymore. It’s about making your customers’ lives easier. Fair or not, brick-and-mortar businesses are continually compared against online experiences like those delivered by companies such as Amazon. Your ability to deliver on those expectations will play an important role in whether or not you earn customers’ business and more importantly, whether you earn repeat business in the future.

86% of consumers say they expect local businesses to offer more convenient communication and services since the COVID-19 outbreak.
85% of consumers say the convenience of an experience is important in deciding whether or not they will return to a business again and again.
39% of those consumers say it is very important.

How can brick-and-mortar businesses deliver convenience?

Offer a direct line of communication with a textable phone line and fewer clicks/taps for customers when they’re trying to connect with you.
Make returns easy and painless through text and mobile apps.
Give your customers the ability to see and handle merchandise by shipping product selections and using video.
Give customers the option to pick up online orders in-store, so they don’t have to wait or pay for shipping.
Make your business easier for customers to find by boosting your SEO rankings through review quantity and quality.
Provide a seamless experience from online to offline contact and communication with an effective webchat feature.
Make shopping at your store an experience. Shopping in person is more fun and engaging than online shopping, so capitalise on this by playing with the theme/decor and amping up your customer service offerings on-site.
Make payments ultra-convenient by enabling customers to pay from their phones, through text, or on tablets throughout your store.
Curate a unique selection of products that is manageable so your customers don’t have to deal with the headaches or feel overwhelmed by an endless sea of products (like they do on Amazon).

05. Leverage new technologies.

Embracing a tech-driven customer experience is our present reality, not a distant vision. The good news is that there are plenty of tools available to simplify modern consumer engagement. The next step is clear: let’s make use of these tools. Leveraging new technologies to enhance customer experience is no longer optional; it’s essential for staying relevant. What’s even more encouraging is that 75% of customers now expect businesses to do just that.

How can my business effectively integrate new technologies?

Add a live chat feature to your landing page.
Around 41% of customers expect live chat on your website. The right webchat feature allows conversations to move seamlessly from desktop to mobile and back again via text, providing a smooth customer experience.

Offer customers the option to pay via text.
A platform that sends customers a secure payment link offers ultimate convenience, eliminating the need for credit cards, in-store payments, or physical money—no hassle involved.

Utilise retail loyalty software to gain insights.
These tools provide insight into your customers’ preferences and behaviours, enabling you to respond with personalised offers and marketing. Ensure your website system can remember customers and cater to their specific needs.

Collect feedback—and then collect more.
Use text messaging to ask select customers for feedback about their experiences and listen to their input. Then, based on their feedback, make the necessary changes.

Today’s consumers are not the consumers of yesterday. In today’s dynamic marketplace, consumers exhibit a remarkable blend of resourcefulness, discernment, technological proficiency, and a strong desire for convenience. Most importantly, they long for businesses that genuinely prioritise their preferences and needs, fostering authentic connections built on trust, transparency, and open communication.

This presents an exciting opportunity to revolutionise your business and deliver an outstanding customer experience that not only meets but surpasses expectations. By truly tuning in to your customers, empathising with their perspectives, and proactively seeking their input, you can make meaningful adjustments that align with their priorities. However, failing to offer what customers truly value means losing them to competitors. By emphasising effective messaging, personalised interactions, seamless experiences, and leveraging technology to elevate customer satisfaction, you have the potential to cultivate lasting customer relationships.

Learn how our tools can help your business in today’s modern marketplace. Watch our demo here.