Managing customers’ unrealistic expectations is a difficult task for marketers. In the case of managing customers’ unrealistic expectations, marketers need to adopt some wrong ways. These are not effective in the long run. But the customers rarely understand it. They always live in an imaginary world where they can’t match their dream in the real world.
- Understanding customer’s sensitivity and range of price
Understanding customer sensitivity is one kind of managing customer relationship management. All customers are mostly price-sensitive. Because all of them are wanted to buy goods at a cheaper rate. However, customer sensitivity also depends on the situation of the marketplace. For example, if a product has greater quality, then it will charge a high price based on the market demand. There is an important factor marketers to understand how sensitive their customers are. Whatever, they need to understand for taking some strategies for keeping their customers at a cheaper rate.
Moreover, marketers need to ensure what their customers want and how much they are ready to pay for getting goods, what are their tastes and preferences, their buying behavior, their lifestyles, interest, occupation, age, gender, and income. Besides, what types of quality our customers want from marketers need to understand. As a result, the price is also an important factor along with a quality variation for customers. Because most customers have set a range of expenditures. Between them, they have always purchased their necessities.
- Understanding customers concern
Today’s customers are much more concerned about goods. Besides, they have a greater excess regarding information. However, they are concerned about their, age, gender, income, taste, preference, social class, culture, and education. So, marketers need to consider these all factors for managing customers’ unrealistic expectations.
For example, a student is obviously more price sensitive. However, they live their life within a limited budget. So marketers should remember this thing.
- Educating customers
Educating customers means spreading information regarding product attributes. For this, customers can easily understand the feature of the products and services. If the price is higher for a product, make it understandable for customers why the higher price is.
- Providing enough information
Providing enough information to customers is a great step for successful marketers. Marketers should provide all information regarding substitute products, complementary products, or competitor products. Through these, customers can take better decisions for purchasing goods. However, marketers should try to convince customers by showing varieties of types of products.
- Under-promising
As a marketer, you should focus on under-promising. It means providing extra facilities for customers than others. These promising are after-sales services, warranty, guarantee, credit facilities, free shipping etc.
- Avoiding unrealistic promise
The unrealistic promise is not possible to maintain in the real world. However, it hinders the success of a company. Moreover, Unrealistic promise is hard for to keep for marketers. So, never do an unrealistic promise. For example, fair and lovely. The marketers of fair and lovely claim that it can make your face fair and lovely within a few days. But in reality, this is not possible.
Finally, Managing customers’ unrealistic expectations are some sort of gratitude for keeping them with the company.
