Customer Perception: What It Is, Why It's Important, and How to Improve It
Posted Feb 14, 2022
Customer perception refers to the customer's opinion of your business or products. It summarizes how customers feel about your brand including every direct or indirect experience they've had with your company. By monitoring customer perception, your businesses can spot common user pain points and improve the customer journey.
Measuring customer perception requires you to gather a variety of qualitative and quantitative customer data. You'll need to look at resources like product usage reports, NPS® surveys, and customer interviews to get an accurate view of customer perception. If you don't have this data, consider adopting customer feedback tools to help you collect this information from your customer base.
Why Customer Perception Matters
According to a recent survey, 1 in 3 customers will leave a brand they love after just one bad experience. In other words, we're not far from a world where your customers' perception of both your brand and quality of service could take precedence over traditional competitive advantages like pricing, features, or usability.
And if you're not currently investing in your customer experience and perception, you're at risk of falling behind. Many businesses are already taking stock of their support and services efforts, with 50% of customer-care leaders rating “investing in new technologies” as one of their top priorities over the next five years, according to McKinsey.
Now that we know why customer perception matters, let’s dive into different ways you can improve and uphold it in your business. Read the full article