Is the customers perception that a product has a strong
In general marketing terms, customer perception refers to customers’ awareness, their impressions, and their opinions about a business and its brand, along with its products and services. Customer perception can be shaped by both direct and indirect interactions with a brand’s offerings — it’s not entirely dependent upon marketing or upon the inherent quality of the product or service itself. Show It may seem difficult, then, to control customer perception. While control might not actually be possible, there are several ways to influence how customers view companies through brand market research. Customer behavior and perception of brands is not in all actuality driven by logic — from negative brand associations, to positive or even sentimental brand attachments. According to Harvard professor Gerald Zaltman, 95% of purchase decisions are subconscious. Remember that commercial jingle for an iconic software brand you grew up hearing on TV? It probably left a lasting impression on your young mind, and in turn given you a brand perception that is hard to let go of. The intangible concept of customer perception is often at odds with the tangible effect on business outcomes, as customer perceptions of a company’s products or services can have a serious impact on the long term viability of a business’s offerings. Just ask any insights professional at Disney, a company that takes the motto “make people happy” very seriously by listening to the voice of the customer to improve its offerings. According to the Harvard Business Review, emotional connection to a brand is the key to long term business outcomes. Customers that have developed a bond with a business are in fact more valuable than highly satisfied customers; these customers, described as “fully connected” are actually 50% more valuable than the average customer. Therefore, if brands can win people over by forming emotional connections with them, brands can be highly influential in swaying customer perception. How can brands form emotional bonds with customers if they do not understand them on an emotional level? By looking beyond customer survey data or online behavioral analytics, organizations can drive strong customer connections by speaking directly with them through brand market research, gaining valuable context on people’s motivations, current lifestyles and a range of other factors that shape their emotions, perceptions, and future decisions. Why is customer perception important?Perception does more than impact each individual purchase, it shapes the long-term relationships between customers and brands. This is often reflected in customer retention rates and the ability for brands to continue receiving relevant feedback and intelligence from their loyalists. Because of the importance of customer perception, every touchpoint between a company and its customers should strive to affect customer perception in a positive way. Brands must also understand which elements have the broadest and most profound impact on customer perception. These elements can be both tangible and abstract, but each has the potential to be shaped by insights, CX, and UX professionals. Some tangible factors that influence customers’ perceptions include:
Some less-tangible factors that influence customers’ perceptions include:
What are the stages of customer perception?To understand customer perception, researchers must first uncover insights into the customer experience (CX) and how it impacts customer perceived value (CPV). While many brand leaders understand the value of strong CX, customer experience quality continues to fall, having shrunk for 19% of brands in 2022 according to Forrester Research. A number of factors can contribute to this downward CX trend — outdated ecommerce sites, labor shortages, etc. Whatever the reasons, it is apparent that many business leaders are growing more disconnected from their customers, and are failing to prioritize making people’s lives easier with their products and services. As a result, they are losing even more influence over customer perception. CPV, or the importance ascribed to a brand’s offerings in terms of how much they are willing to spend on it, is equal to a customers’ perceived benefit minus its costs. Striking a balance between price and value is not an exact science, but it requires a large sample of context-based customer feedback using qualitative research methods to better understand. Engaging with customers at scale not only brings organizations closer to understanding their customers, but it helps develop customer empathy across the business. With these objectives in mind, organizations can understand the phases of the customer perception process. The three stages of customer perception include:
Insights, CX and UX professionals who understand these three phases are better equipped to impact customer perceptions in a positive way. However, it’s impossible to capitalize on every contributing factor to shape customers’ behavior, as customers make tradeoffs, switching out one aspect of an offering for another of higher perceived value. How to Understand Customer PerceptionsUnderstanding underlying motivations of consumer behavior through qualitative, brand market research is a strong method used by business leaders to influence customer perception and boost sales. Brands have some ability to measure customer perception quantitatively, but this data is best understood and more profound when explaining it from customers themselves. Having conversations with customers helps to illuminate customer perceptions by probing and clarifying sentiment to uncover the heart of the ‘why’ behind their perceptions. Discuss makes it easy for organizations to connect with customers and quickly turn their experiences into insights. Learn more about how to leverage qualitative research to improve CX with our infographic: “Using Customer Feedback for Customer Journey Pain Points.” How a customer perceives a product?Key Takeaways. Perceived value is a customer's own perception of a product or service's merit or desirability to them, especially in comparison to a competitor's product. Perceived value is measured by the price the public is willing to pay for a good or service.
What is the product perception is the product?Product perception is often biased by preconceived ideas about product properties and is affected by the consumer's judgmental frame of reference. If these preconceived ideas are concerned what the product is,they are called perceptual or analytical expectations or product beliefs.
How customer perception affect customer satisfaction?Building positive customer perception can result in increased customer loyalty and referrals. This is because happy customers are more likely to advocate for your business by publicizing their great experiences with your brand on social media, word of mouth, or via customer reviews.
What is the perception of product quality?Perceived product quality may be defined as the way in which a customer views a product's brand equity and overall superiority compared to the available alternatives (Aaker, 1991; de Chernatony, 2009; Richardson, 1997).
|