WHY CUSTOMER PERCEPTION MATTERS IN 2019
Marketing can get complicated at times. Top brands and companies spend bucket loads on how they’re perceived. Finding out what exactly brings a customer to our businesses is a never-ending mission.
So, what is customer perception and why is it so important in 2019?
Put simply; customer perception is finding out what exactly motivates or influences a buyer in purchasing or not purchasing a product or service.
A new think tank believes* that customer perception is a forefront driving factor today in the success of a brand, product or a company, in fact; customer experience will be a key differentiator by 2020.
What do we see today with customer perception?
In today's digital age, virtually everything is a google search away.
The modern consumer is more of a mix. They’re very well informed, sensitive to prices and brands. Consumers want good quality, but they also want to know they’re getting good value.
Customer perception not only affects those who buy off you but also anyone who sees your product or service without ever engaging in a transaction.
Buyers today have a civic conscience. They want to know that you’re ethically and socially minded, they want to emotionally connect; in effect, your company needs to be a good all-rounder.
Consider the giant brand Toyota for instance;
The first thought that might hit your mind is a recent recall for airbags in a certain model of Subaru. You may never have owned a Toyota vehicle or used their services, but the fact you have heard about this may have influenced your mind that Toyota has a quality control problem. You may have strong negative feelings for the brand Toyota, or only mild or it may not concern you at all. The airbag fiasco alone is enough to change perception.
So how can we use this information to retain and increase sales?
Savvy business owners will craft a careful brand awareness so ideal customers will want to move to action.
Here’s 4 takeaways you can use to influence in a positive way, your customer or non-customer to act by either purchasing your product or service or by recommending your business to someone else;
*Listen – this is your secret weapon, listen to your customers’ needs and goals, ask them how you can do better, and you’ll gain the information to add value to your business. Listen, and they’ll give you the cues on how you can serve them better.
* Strive for truth and authenticity - there’s nothing more refreshing than authenticity, especially when promoting your company. Authentic, behind the scenes, on the job (as it is/as you see it) videos and content are getting big hits on social media at the moment. Customers love to be able to connect and relate to what you do.
*Communicate – clearly and often through means of personal contact, phone, email, social media channels, aps and other mediums. Strike an emotional chord with you customers, tell them values like respect and integrity is important to you.
*Look inward - ensure your business isn’t tripping over itself; are you growth orientated and are being proactive in getting business, are your systems consistent, are you easy to deal with, can you meet demand, or is there too much process and protocol?
Customer perception is about strengthening the bond between the company/business/brand and the consumer. The better experience a consumer has with the company, the higher the chances that he or she is likely to come back again.
Here’s to you and your success!
Admore Ltd
Sources; adhesion *WalkerSands Communication report,