Customers buy products in the hope of solving a problem. Therefore, customers will have certain expectations. If the company fails to meet this expectation, it will inevitably disappoint the customer. On the basis of understanding the customer’s expectations, the company must also strive to exceed this expectation, so that customers will feel that the money is worth it, and some customers will even be moved by it.
Exceeding expectations is also to realize a differentiated service, close to the explicit and implicit needs of customers, and improve their own competitiveness. This requires companies to constantly study and accumulate. Because in the shopping environment of cross-border e-commerce, customers will not tell companies what their needs are or what services they need, and customers and companies will not have many pre-sales channels. However, as long as the products provided by the company are not what the customer wants, or he thinks that the company’s service is not good enough, he will express dissatisfaction with the product. Unlike traditional shopping, when shopping online, consumers cannot see the actual product, nor can they interact with the seller face to face in real time. They can only understand the seller’s products through text, pictures, videos and other people’s comments. This reduces the contact between buyers and sellers to a certain extent, and is not conducive to consumers’ official experience. Therefore, sellers need to cater to consumers’ needs through web design, product descriptions, promotional activities, etc. to stimulate their desire to buy and prompt them to make purchasing decisions.
Therefore, sellers must take the initiative to think, explore consumers’ psychological expectations, and make all their actions and activities focus on consumers, so that everything returns to the essence of business, consumers’ needs, product quality and service. In addition to meeting consumers’ functional needs, they should strengthen the emotional attributes of products, go beyond simple practicality, and find ways to achieve this through long-term thinking and practice.