Personalization in the marketing area becomes a substantial tool in this digital age. Knowing individuals’ personal choices provide customers’ expectations to be met. However, companies collect data from individuals by saving information of search engines, following social media, and they build collective marketing demands.

Customer Expectations

Nowadays, in this technological time, it is requested to have real time management of what customer intends to buy. According to Smartinsights, in 2019, 4.4 million Google searches were made in 60 seconds. This indicates the enormous range of search that customers made because they try to find whatever the best product or service they can find from all possibilities in this technological world.

Firstly, a customer is looking for contentment whenever they buy a product or service. On behalf of a customer, the important impression of a company is the first interaction.

Another issue is showing right product or service to the customer. Customers can dissociate when they encounter an advertisement in which they do not have any interest. In accordance with Segment research, 71% of consumers may state frustrated behaviors when shopping practice is not personal.

In this world, where competition is getting tougher day by day, consistency is the most important value for customers. Customers usually tend not to make shopping from different companies all the time. On the contrary, they want to buy something from a few companies they know and trust.

Customers want to be informed from the beginning of the purchasing process to the moment they receive the product or service, so that they can trust that the company also tracks the process. This can be possible with open, meaningful communication.

If any problem occurs in purchasing process for a product or a service, customers expect that the companies should be analytical and do not cause the same problem again.

How Companies Answer to Customer Expectations?

In the digital age, there are so much information in the internet. That means, it is hard to find helpful data to create a requested product. To get reliable information, some companies publish job postings about sharing personal browser data. For instance, one of the biggest browser companies posted a job that requires the applicants to share their personal browsing history within the specified date range. This makes companies analyze searches by age, location, and so on. This helps the companies to create individualized solutions by age.

It is important to reach the new digital age requirements. It does not only mean that just tracking customers’ web movements is enough, it is also needed to have educated staff who understand data and create something new; such as offering application-related advantages, like an idea that make customers get a discount from a sale platform because of having subscription to another platform of the same brand.

Companies need to follow until the end of service they provide and to be sure that customers are satisfied. It creates an opportunity for the companies to promote their brand and services from customers’ mouth. On the other hand, some companies do not want to take any chances, and they send an email to get feedback and publish results online.

How CRM Softwares Support?

Customer Relation Management (CRM), means to connect company and customer in a way of knowing each other. CRM softwares collect data about customers and help the company to provide customers individualized offers.

The significant issue is customer relation in this huge marketing area. There are not so much face to face relations like in older times. In contrast, the best way to contact a costumer is through online area, via  sending notifications, reminders, messages and so on, as the system is so fast. This means, until your brand sends a reminder of a discount ona product that the customer is waiting for, the product could have been bought by the customer from another brand.

Some companies can send a notification to the customer about a discount on some goods while the customer is passing through the  very section of those goods in supermarket. This shows us how CRM software works with location information of phones. Nevertheless, this operation should not be tedious. The customers can unsubscribe whenever they get bored.

Every individual wants attention on themself and to see being special, especially, wants to be remembered. CRM softwares give companies opportunities to save every customers’ data and so, when customers have any problem, they do not need to give all information about themselves again. This feels them to be special and provides companies loyalty.

While it is good for companies to remember customers’ information in another operation, 59% of customers may worry that this information will be used for malicious purposes.

Maintaining communication is the most beneficial situation for both the companies and customers, although, protecting communication information should be a top priority for companies. The way for a company to be consistent for a customer passing through is to be the most reliable at this time as in every age.