![]() ![]() Customer perception is the opinions, feelings, and beliefs customers have about your brand. It plays an important role in building customer loyalty and retention as well as brand reputation and awareness. “Regardless of their actual experience, customer perception is all about how the customer feels about your brand and their interactions with you,” explains Sam Chandler, senior manager of customer success at Zendesk. are of finite length) and bad self-reference (This sentence is false) but no. What influences customer perception?Ĭustomer perception is influenced by both direct and indirect interactions with your business. Only if the notions of fact and correspondence can be further developed. Factors such as social media, online reviews, pricing, quality, influencers, and CX all affect consumer perception. You can control certain elements, including the quality of your product or service, the prices, and the customer experience. But you can’t control others like reviews and social media posts. Why is customer perception important?Ĭustomer perception is important because it impacts a business’s bottom line. Say a customer becomes so frustrated with your brand that they decide to end their subscription with your business. You might think it’s a small loss-just a single subscription-but that churn represents much more value. That buyer might have gone for an upsell or cross-sell, or they may have remained a loyal customer and told their friends to buy your product. Customer perceptions affect your brand image.Once you realize how much impact a single customer can have on your bottom line, their perception of your company will seem like anything but a small matter. Many consumers love to share their positive experiences with people in their network. For example, they might tell their family about a restaurant that serves delicious pizza. Or, they’ll encourage their coworkers to use a productivity app that slashed their work time in half.īut customers don’t always say good things. Their word-of-mouth depends on their perception of your brand. “We all know that consumers are more likely to share poor experiences than good ones (and with triple the number of people!),” says Chandler. “It’s also important to remember that once people get an idea in their heads, it’s hard to change their minds. Chander believes brands should protect their reputation by “being in front of your customer perception and the narrative surrounding your CX.” In fact, we’re hardwired to find info that supports our preconceived notions-it’s called confirmation bias.”Įnough negative word-of-mouth marketing over time will solidify a bad brand reputation, and that’s no small matter.Customer perceptions influence purchasing decisions.You might think if you offer a superior product or an unbeatable price, customers will naturally flock to your brand. That might be the case, but these factors don’t guarantee that outcome. Other important factors may impact their perception of your brand and their decision to make a purchase.
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