Customer Expectations on the First Call

Most customers contact customer service for sales inquiries or in many cases, to ask for resolutions. Oftentimes, when a call centre agent or process fails to deliver on this, they get frustrated. A number of studies on customer expectation cite negligence of the fundamentals of customer service as the main reason for failure in communication. Contact centre management should be aware of the things customers anticipate in a rewarding business communication.


People expect prompt resolution on their first call. They do not want to be on hold for long and some even refuse to be transferred. Of course, timely service does not mean putting pressure on the customer service representatives so they could shorten a conversation, as this compels the customer to make another call until matters are resolved. There should be a balance between call duration and the quality of service provided. Customers are satisfied with a conversation when their expectations are met.


Consumers call customer service because they want to communicate with polite and reliable representatives. They expect a pleasant conversation and answers to their questions. Although call centre agents are trained to respond efficiently to customer inquiries and complaints, there are details or information that they may not know. For the agents, the best recourse here is to request for more time so they could ask help from their superiors or conduct a research on the inquiry, and then right after contact the customer to provide the resolution.


In sales conversations, brand representatives should as well consider a customer or a prospect’s expectations. Interested buyers usually want to talk about prices and product features on their first call. They want salespeople to focus the discussion on their personal goals. Hence, in call handling, sales reps should learn how to accommodate a prospect’s request without disclosing too many details. While doing so, negotiators should also make sure to conduct a needs analysis inquiry to help prospects or sure buyers identify what they need and how they can buy a product or service.


Social media presence of many businesses enables interested buyers to do prior research on a company and its product offerings. Salespeople should also consider this in order to focus the discussion on other important information that may help a prospect proceed with a sale. As the conversation progresses, the prospects become a qualified lead. Sales representatives should avoid rigidity when engaging inquisitive prospects, as they are likely to lose the chance of getting more leads or closing a sale.


Interested buyers expect testimonials and endorsements from product users. They want to hear real-life stories about the impact of the service or product usage. After pitching the product, they also want sales reps to provide answers to questions not frequently asked and reasons why the brand offers more advantage compared to competitors.

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