woman speaking to customers via earpiece

The Things Your Customers Care About Most

Your customers might seem like a bit of an enigma at times – but that doesn’t need to be the case.

It’s easy to overcomplicate things, but getting the basics right before trying to do anything else is the best route forward for your company to take.

The Experience

The first thing to think about is the customer experience. People want – and expect – an experience that works for them. They want to be able to browse your website and buy your products in a way that bends to their wants and needs. For example, you could use an app to make it easier for people to buy on the go. Taking advantage of user experience research is a good idea if you want to learn more about how people use and experience your company. You can then make any necessary changes.

Outcomes Matching Expectations

Every business makes promises to its customers. Every time you create an advert, it says things that lure people in. It could be an image that paints your products in a good light; you could make specific pledges to show that your business and its products can be relied on. If that’s the case, you need to make sure that the outcomes your customers receive are in line with their expectations. If people feel like their expectations haven’t been met, they won’t be happy. Then you will receive complaints and lose customers.

Ethics and Honesty

Increasingly, customers care about how ethical the businesses they buy from are. People often boycott brands if they do unethical things. That’s why your business needs to be more alert to the things that could be taken badly or seen as negative by your audience. You don’t want to get caught up in any kind of scandals, even if they’re only relatively minor ones. Don’t fool yourself into thinking that all publicity is good publicity because that’s simply not true these days. Negative reports will hurt your brand, so be careful.


You offer goods and services, and your customers pay for them. That’s how you want it to work anyway. And if you want people to hand over money for the things that you are offering, you need to make sure you are providing them with value for their money. We all love a bargain, so you should try to make sure that your customers go away feeling like they’ve got a good deal. Nothing is more satisfying than making a purchase that represents good value for money, so don’t forget that.

If your customers are not impressed by what your business is doing and offering, they simply won’t buy from you. There’s nothing more to it than that. So, you need to be aware what they care about. Your customers are the ones that matter most, after all.

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