Every time customers do business with an organisation, they are, expecting to fulfil some basic needs:
Friendliness: The most basic of all customer needs, friendliness is usually associated with being greeted politely and courteously. A smile helps
Understanding and empathy: Another basic customer need. Usually associated with being treated politely and courteously.
Fairness: The need to be treated fairly.
Control: Control represents the customer’s need to feel they have an impact on the way things turn out.
Options and alternatives: Customers need to feel that other options are available to getting what they want accomplished.
Information: Customers want to be informed about the product benefits and features as well as other key factors involved in the exchange with your organisation.