According to a Walker Information study, customer experience will overtake price and product as the primary brand differentiator by 2020.

Most businesses nowadays can get away with being average, but an average business produces average-like results. Only companies that go above and beyond to exceed customer expectations are able to create returning customers who return more frequently and share their experience with others. Customers nowadays expect user-friendly, knowledgeable service from their service providers, which is why customer experience has become a strong differentiator among businesses of all sizes.

Customer service is more than just helping customers and doing the bare minimum, and we all know that it is far easier to lose a customer than it is to gain one. Customer expectations, as the term is commonly used, refer to what your customers expect from your company in terms of products and services.

Conducting surveys and focusing on feedback, using a Net Promoter Score or another model, are two methods for determining what your customers want. Monitoring other companies in the market, i.e. your competition, to see what your target customers are responding to, both positively and negatively, is an important step to consider.

According to research conducted by the Institute of Customer Service, a 10% increase in a company's customer satisfaction score leads to a 12% increase in customer trust.

Obviously, failing to meet customer expectations can have disastrous consequences for your business. Whether your customer is dissatisfied with the outcome of a recent service, is unsure about which product or service to purchase, or is enraged by a recent customer service experience, your solutions should be implemented in a way that makes customers believe that their happiness is your priority.

Creating and maintaining a high level of customer service, as well as exceeding customer expectations, is critical for any business looking to succeed in its industry and gain a competitive advantage.