What Customers Expect from a Business in 2024

In 2024, customers have evolved beyond just seeking the best price or availability when choosing a business to patronize. They expect more from brands—demanding not only superior products and services but also meaningful engagement, sustainability commitments, and authentic interactions. The critical expectations customers have from businesses today and how companies can meet these demands to build long-lasting, trusted relationships into the future.

Excellent Customer Service

One of the most fundamental expectations in 2024 is excellent customer service. In a world where convenience is king, customers expect businesses to solve their problems quickly and efficiently. But beyond mere problem-solving, there is a growing expectation for customer service to be easily accessible at any time, from anywhere.

Customers no longer want to wait for business hours to get their issues resolved. They expect 24/7 support through various channels—online chat, messaging apps, and even social media. Instant responses are not just a perk but a necessity in a fast-paced world where customers demand immediate solutions.

Social media has become a critical platform for customer service. Customers expect brands to monitor their social media channels and respond promptly to queries, complaints, or feedback. Ignoring a customer’s social media outreach can lead to public dissatisfaction and harm the brand's reputation.

Additionally, customers increasingly prefer self-service options. They want the ability to solve issues on their own, whether it’s tracking an order, accessing billing information, or finding product guides. A well-designed self-service portal can significantly enhance the customer experience by providing empowerment and convenience.

Sustainability Commitments

Sustainability is no longer a buzzword but a critical expectation for customers in 2024. As awareness of environmental issues grows, customers are more likely to choose businesses that demonstrate a genuine commitment to sustainability.

Consumers today are scrutinizing the supply chains of the businesses they support. They prefer companies that work with sustainable suppliers and partners, ensuring that every aspect of the production process adheres to environmentally friendly practices. This could involve sourcing materials from ethical sources, ensuring fair labor practices, or using renewable resources.

Sustainable packaging and shipping methods are also high on the list of customer expectations. The use of recyclable or biodegradable materials, reducing packaging waste, and choosing carbon-neutral shipping options are ways businesses can demonstrate their commitment to the environment.

Customers expect transparency when it comes to a company’s sustainability strategies. This includes openly sharing initiatives like their waste management partners (if you’re not sure where to find waste management business, the CurbWaste glossary is a good place to start), carbon emission reduction plans, and efforts to minimize environmental footprints. 

Customers want to see clear, actionable plans and progress reports, not just vague promises. Businesses that fail to disclose their sustainability efforts or are caught "greenwashing" risk losing credibility and customer loyalty.

An Authentic Voice

In a world saturated with marketing messages, customers crave authenticity. They want to engage with brands that feel real, relatable, and trustworthy. Authenticity goes beyond just honesty; it involves consistency, transparency, and a genuine connection with customers.

Authenticity means being true to your brand values, consistently delivering on your promises, and engaging with customers in a way that feels genuine. It’s about showing your human side—acknowledging mistakes, celebrating successes, and being transparent about challenges.

Businesses must avoid practices that can make them appear inauthentic, such as over-promising and under-delivering, engaging in deceptive marketing practices, or failing to admit when they’re wrong. Customers are quick to spot insincerity, and once trust is broken, it’s difficult to regain.

To develop an authentic voice, businesses should focus on clear, honest communication, staying true to their brand identity, and consistently delivering value. Engaging with customers in a meaningful way—through storytelling, personalized interactions, and community involvement—can also help build a more authentic relationship.

A Brand That Helps the Little Guys

In 2024, customers are increasingly drawn to brands that support smaller businesses and artisans. Whether it’s a fashion brand collaborating with emerging designers or a food company sourcing ingredients from local farmers, customers appreciate when big brands help “the little guys.”

Supporting smaller businesses resonates with customers who value craftsmanship, uniqueness, and a personal touch. It’s also a way for them to feel that their purchases contribute to a positive impact—helping independent businesses thrive rather than solely supporting large corporations.

For businesses, partnering with smaller companies can be a game-changer. It diversifies the market, bringing in new players and fostering innovation. These collaborations can introduce fresh ideas, niche products, and a more personalized customer experience. Additionally, supporting smaller businesses can enhance a brand’s reputation as a supporter of local economies and communities, further strengthening customer loyalty.

A Brand That Entertains

Entertainment has become a significant expectation in the customer experience, even in the B2B space. Customers want more than just products or services—they want to be entertained and engaged in a way that makes their interaction with a brand enjoyable.

Entertainment serves multiple purposes. It captures attention, fosters engagement, and creates a memorable experience. Whether through fun social media reels, interactive quizzes, or engaging video content, entertainment can help brands stand out in a crowded marketplace.

For businesses, entertainment can take many forms—humorous posts, behind-the-scenes content, gamified experiences, or even educational yet entertaining webinars. The goal is to create content that resonates with the audience and keeps them coming back for more.

Even in the B2B sector, where the focus is traditionally on functionality and efficiency, customers now expect a level of entertainment. Engaging content can help build a stronger connection with clients, making business interactions more enjoyable and memorable.

A Problem-Solving Brand

In 2024, customers expect brands not just to sell products but to offer solutions. This goes beyond having the right products or services; it’s about showing customers how to make the most of what they offer.

A problem-solving brand provides value through content such as blog articles, walkthroughs, guides, and tutorials. This content should address common issues, offer tips and tricks, and help customers navigate challenges. By proactively solving problems, businesses can establish themselves as trusted advisors.

Customers want brands that help them succeed. Problem-solving content not only builds trust but also enhances the customer experience, making it more likely that customers will return. This strategy is particularly important for complex products or services where customers might need additional support to fully understand and utilize what they’ve purchased.

A Company That Values Customers

Customers want to feel valued by the brands they support. This means recognizing their loyalty, offering rewards, and providing exceptional support. In 2024, businesses that show they value their customers are more likely to retain them in the long term.

Whether in B2C or B2B, customer rewards programs can significantly boost loyalty. Offering discounts, exclusive access to products, or personalized deals shows customers that they are appreciated. Recognition can also take the form of public acknowledgment, such as featuring loyal customers in case studies, testimonials, or customer spotlight features.

Providing exceptional customer support is another critical way to show that a company values its customers. This includes going above and beyond to resolve issues, offering personalized assistance, and following up to ensure satisfaction. Customers are more likely to stick with a brand that makes them feel cared for and valued.

Valuing customers is crucial for retention. In a competitive market, where customers have numerous options, businesses that fail to make their customers feel important risk losing them to competitors. A strong focus on customer appreciation can differentiate a brand and create lasting loyalty.

In today’s marketplace, simply offering the best price or having products readily available is no longer enough to sustain a business. Customers in 2024 expect more. Building a trusted relationship with customers requires more than just transactional interactions; it requires a deep understanding of their evolving needs and a commitment to meeting them.

The need for a relationship based on trust is not new, but in 2024, it takes more effort to earn and maintain that trust. As customer expectations continue to rise, businesses must adapt and innovate to stay ahead.