If we ignore the actual experience as well as the customer perception of that experience, we risk doing harm to the long-term health of our business and our brand.Ī good personal experience can trump other views and begin to change the wider perception as well. These perceived experiences are affected by prior expectations and beliefs, subsequently influencing future engagements.
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This makes the customer experience so important.ĭiscover how customers perceive your brand with our free Brand Tracker Toolkit The impact of how customers perceive experienceĬonsumers’ beliefs, expectations, and feelings toward your brand, product, or service are directly linked to how they perceive their experience with you. Three loyalty metrics – customer satisfaction, likelihood to recommend, and likelihood to purchase more – can be affected by the perception a customer has of you. This can influence whether customers return to purchase more, or whether they choose a competitor. Positive customer perceptions can influence whether your customers believe your values are similar to theirs and whether they can trust your brand to meet their needs. This means that every time a consumer or customer has contact with your brand, the experience has to meet their expectations – doing so ensures their perception of you is a positive one.
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Get started with our free survey software today Why is customer perception important?Īs consumer beliefs, expectations, and feelings towards brands, products, or services are linked to how they perceive their experience, ensuring you meet those expectations correlates with your overall success. If you ignore the actual experience as well as how it’s perceived, you risk doing harm to the long-term image and health of your business and brand.īut despite the clear pitfalls, this is precisely why so many brands and businesses often miss the mark: they have an idea of what they feel their consumers are interested in, while the reality is far different. The fact is that consumer beliefs, expectations, and sentiment towards a product, service, or offering are directly linked to how they perceive their experience with you. All of this contributes to our perception of the experience and future brand loyalty. We may have seen reviews online that rave about the chocolates, reinforcing our expectations that they are indeed good and worth buying. These expectations are influenced by different drivers, such as the quality of the chocolates and the overall costs, and our own beliefs (which may or may not have been affected by what we’ve seen or heard already). Take a box of chocolates at a chocolatier, for example - before experiencing the contents, we all have expectations of what might be delivered. Our perceptions precede the experience and ultimately shape our response. In most instances, before we even engage with a brand or business, we’ve already formed some idea of what the experience will be like and what we would want it to be like.
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