Three ways to help your brand deliver on your clients’ expectations

One of the ways we help our clients’ develop a competitive advantage over their competitors is by building them a strong brand and ensuring this comes to life when it really matters.

This first step is to ensure our clients’ have a clear understanding of their own clients’ expectations. However, as the old adage goes “No two clients are alike”.

 

So with no two clients being the same – with different lifestyles, beliefs and demographics creating different expectations and preconceptions – we need to reveal the crossovers and similarities that they do share. 

 

To help reveal these we split expectations into two camps; explicit and implicit.

 

Explicit client expectations are easy to understand and deal with. An example would be attending a meeting at the scheduled time.

 

Implicit client expectations are harder to define as they are often the unspoken assumptions about the experience your brand delivers. For example, a client who believes they are highly valuable to you may well expect more senior, experienced employees to work across their account.

 

We help our clients view the experiences their brands deliver as a whole. For example, they may be clearly articulating what people should expect from their brand on their website, but that won’t necessarily be enough. Some people will make assumptions and not read or pay attention to this channel, and then be disappointed when they don’t get what they expect during a meeting or call.

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To help your brand deliver on your clients’ expectations, here are three opportunities to build your understanding of your clients’, and prospective clients expectations.

 

1. Know your marketplace. Understand what is the norm or expected practice, then do better. Develop value-adds that are meaningful and helpful to your clients’, to elevate your business above your competitors.

 

2. Tell them explicitly what to expect. Don’t assume that they will know. Make sure your messaging across all channels clearly explains your offer and the benefits it delivers, in a style that resonates.

 

3. Ask for and listen to feedbackLearn from it as it often challenges your assumptions and highlights your strengths and weaknesses.

 

To help your brand be successful you need to understand what people want and then ensure they get it in the manner they expect. If you’d like to improve how you manage your clients’ expectations please get in touch, we’d love to help.

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