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Your target market: How to exceed its expectations - Blog

Your target market: How to exceed its expectations

There are a lot of businesses out there that are satisfied with being average, but it’s the ones that push themselves to be more that end up being the most successful. In order to set your small business apart from the rest, you often have to go the extra mile with the aim of not simply meeting expectations, but exceeding them.

There are a lot of businesses out there that are satisfied with being average, but it’s the ones that push themselves to be more that end up being the most successful. In order to set your small business apart from the rest, you often have to go the extra mile with the aim of not simply meeting expectations, but exceeding them. By surpassing your customers’ expectations, you give your business the best possible chance of creating a positive impression on them, something that helps greatly with building your brand and cultivating a loyal customer base. Happy customers will not only end up spending more and doing so more frequently, but they’re likely to tell others as well, thus expanding your business’s reach. Read on to discover how you can not only meet expectations, but hit them right out of the park.

Identify, understand and anticipate

First thing’s first: in order to exceed expectations, you have to know what exactly those expectations are. This may seem rather obvious, but you’d be surprised at how many businesses don’t really know who their customers are and what they expect from them. Once you have a firm grasp of who makes up your target market, it will then be much easier to identify their expectations, understand why they have them and down the line, be able to anticipate how they may evolve. In-depth customer research is imperative when it comes to trying to exceed expectations.

Touch points need some tender-loving care

A touch point is basically any kind of single interaction a customer may have with your business, so it can be anything from a phone call to a visit to your website. You need to take a close look at each of your touch points to determine how they currently function and how that can affect a customer’s experience of your brand. You’ll then be able to identify problem areas and start to develop solutions for how they can be improved. If you know something can be better, then you need to strive to make that happen – your customers will thank you.

Don’t bite off more than you can chew

Going all out at once can potentially be dangerous for your business, so even though you’re eager to impress customers in one go, you’re probably better off starting small. Pick one touch point, for example, that you know needs some work and put everything into that. Whilst it may take longer, starting small and then building up can be beneficial, with you being far more likely to achieve the desired outcome in the end. At least when you tackle one thing at a time, you’re almost guaranteed to do things right because you’re allowing yourself to focus on a single area at a time.

Become the customer

There’s no better way of knowing whether or not the experience you offer customers is just mediocre or beyond, other than testing it out for yourself. Spend some time going through the same process they will go through to get a better idea of how it will be experienced. Be honest about it and whether it does in fact exceed expectations. By becoming your own customer, you’ll get a taste of how your brand is being perceived by those who matter most.

Always welcome feedback

The fastest way you’re ever going to rectify issues and improve so that you can surpass expectations is to have the very people whose expectations you’re trying to exceed give you feedback. Make it known that you value what people have to say about your business and that you’re open to hearing all feedback, both good and bad. It’s a great way to gauge how people feel and to pinpoint what you need to work on in order to reach that coveted point of over-delivery.

With competition being fierce in the business world today, your business should be striving to be more than just average – it’s not impossible to achieve, you just need to be ready to take the right actions and work hard to get to that pinnacle position.

 

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