Leadership Strategies

Customer Expectations: How to Turn a Threat into a Marketing Opportunity

A new hierarchy of customer expectations offers new opportunities for organizations to differentiate while delighting customers. Learn how:
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Digital transformation has been changing the global business landscape in several ways, but one of the most important for organizations is rising customer expectations. The ability to create and deliver digitally-enhanced experiences as well as products and services will be a critical component of an organization’s success.

Turning a Business Threat into a Marketing Opportunity

The best experience a customer has anywhere sets the bar for what they expect everywhere. Your business either creates the gold standard for customer experience or suffers in comparison to your competitors. But a savvy marketing organization can turn this threat of failing to meet customer expectations into a big opportunity to convert, delight and retain customers. Marketing will need develop a new approach for marketing that enables you to consistently raise customer expectations beyond what your competitors can deliver.

To get started, marketers should understand exactly what customers are expecting from their organizations. That’s where IDC’s Hierarchy of Customer Expectations comes in. Deepen your understanding of what customers need from a technology supplier, and differentiate your brand based on this understanding. Marketing strategies and tactics, from personalizing messaging to creating an expectation of customer partnership through education, stems from this hierarchy of expectations.

customer expectations hierarchy

Develop marketing and other business strategies around customer expectations and set your organization up for success; download IDC’s Hierarchy of Customer Expectations: A Customer-Centric Model for Marketers” today.

International Data Corporation (IDC) is the premier global provider of market intelligence, advisory services, and events for the information technology, telecommunications, and consumer technology markets. With more than 1,200 analysts worldwide, IDC offers global, regional, and local expertise on technology and industry opportunities and trends in over 110 countries. IDC's analysis and insight helps IT professionals, business executives, and the investment community to make fact-based technology decisions and to achieve their key business objectives.