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Role Of Perception In Consumer Behavior

October 13, 2023
Bill Kimball

This is an often-overlooked key issue for bigger, complex businesses such as airlines. Data silos — where customer data is limited to one group within a company — can form because of security restrictions or poor communication. You need to understand the motivations and deeper goals of your customers on an emotional level. In 2013, areport by Walkerindicated that customer experience will overtake product and price as the key differentiators for brands by 2020. Sometimes, public perception of a whole industry can change — we’ve seen this recently withdairy,cereals, andmeat-free alternatives. These are typically generational trends caused by new technology or information about a product. ‘Customer perception’ is a term used to describe a consumer or a group of consumers’ thoughts and feelings about a company.

  • After all, you don’t want to waste any time trying to influence the wrong demographics.
  • This is why it is vital to strive for consistency and to ensure that you have an integrated marketing strategy, implemented across all channels.
  • A number of factors affect your customer’s perception of your business.
  • It’s obvious that a brand that activates positive associations from its audience will have more favorable outcomes to one that doesn’t.

“The expression of natural positive emotions is well received by the other party and is likely to contribute to customer satisfaction and customer loyalty.” Dr. Barbara Fredrickson, a leading researcher on the study of positivity, suggests that positive emotions have the power to open us.

Follow-up messages present the opportunity to enhance the customer’s experience or prevent potential churn. For example, after a positive interaction, you can use a follow-up call to upsell and cross-sell. Since the customer just had a good experience, they’ll be more likely to upgrade or buy another product.

Factors Contributing To The Success Of A Business

Pay employees well, offer them opportunities to grow, and provide them with the support to do the right thing for the customer. Put your internal people first, and they will do the same for your customers. Because customer perception is wide reaching and impacted by almost every part of your company, there are many different ways to measure it. How you support your customers speaks volumes about what you think about them. Great customer support shows that you care and that you invest in the customer experience.

how can perceptions affect customer relations

For example, airlines are often criticized for poor customer service. That’s because airport security makes it difficult for employees to share information. When flights get delayed or canceled, gate attendants aren’t allowed to reveal specific details about the problem. While this data silo keeps passengers safe, customers are less understanding when their needs aren’t being met.


Marketing is technically part of the customer experience, but it includes your wider public image too. Marketing allows you to influence how non-customers perceive your company too. By listening to your customers and learning their pain points, you’ll be able to design a digital customer experience strategy that vastly improves the customer perception. Understanding how your customers perceive your company can help you improve your marketing, spot opportunities to improve your service delivery, and grow your business. This is where data management plays a crucial role in enhancing customer experience. The right data management software leads to more personalized interactions and improved customer perception.

With careful planning and execution, a business can influence those perceptions and foster profitable consumer behaviors. Demographics of clients using products of certain brands impact the consumer perceptions of those brands too. This is particularly true for the luxury business, as consumers of this industry link tightly the brand image to their own identity; Therefore buyers very much help convey the brand message in this case. This explains why high luxury brands are so selective on their customers. If you are looking for the customer perception definition, you will find several, all stating more or less the same thing. If you’re in a customer success role, you have a say in the conversation surrounding your product or service.

how can perceptions affect customer relations

Once you have identified the target audience for your brand, you need to send them the right content. Make sure your website, blog, and social media channels reflect the brand messaging and are optimized to reach as many people as possible. You’ll need a senior leadership team that shares and embraces the vision for brand perception change. Changing brand perception can be an involved and resource-intensive process that requires unfront leadership buy-in.

Factors That Influence Customer Perception

”, marketers have started using for example, AI chatbots as a tool to improve services. And this of course pays off as HubSpot reveals that consumers that have an emotional bond with the brand have 306% higher lifetime value and a 71% chance of recommending a company, compared to the average rate of 45%. In this case it is more logical and efficient for such brands to work on improving the brand perception instead of being involved in price competition or value-added features on the product.

Physical stimuli are any unit of input that impacts your sense of sight, smell, touch, hearing or taste. This doesn’t mean that you have to send them flowers and love poems. Striking a chord emotionally with your audience will win you customers for life. This is the tried and tested method and I would encourage all brands to do have some sort of Customer Satisfaction or ‘Net Promoter Score’ survey. These help you to gather specific, qualitative information about your CX and can provide some useful actionable metrics.

Understand the end-to-end experience across all your digital channels, identify experience gaps and see the actions to take that will have the biggest impact on customer satisfaction and loyalty. Reach new audiences by unlocking insights hidden deep in experience data and operational data to create and deliver content audiences can’t get enough of. Drive loyalty and revenue with world-class experiences at every step, with world-class brand, customer, employee, and product experiences. Increase customer loyalty, revenue, share of wallet, brand recognition, employee engagement, productivity and retention. Learn about how Behavioral Economics activities affect your brand image. We’ll go over concepts like the Peak-end Rule, the Affect Heuristic, and the Sunk Cost Fallacy.

Statistics like this are proof that customer experience has become the key brand differentiator. Once you’ve targeted the right customers, you want to make sure that you’re always demonstrating yourself as a trustworthy brand. It’s one of the easiest ways to get concrete statistics on your customers’ perceptions. In contrast, negative social media coverage might turn customers away. A great social media review might introduce new customers to your business. 79% of customers trust reviews as much as recommendations from their friends and families. For instance, 87% of customers will share great experiences with others.

Breaking down customer silos to ensure that customers have seamless interactions with your company is an easy way to cement you as an “organized and competent” brand in customers’ minds. Creating a great experience for your customers is the core of creating a good perception. Most of the bad things we think about brands come from things that have happened to us, or we’ve heard about happen, during an interaction with a brand. The words ‘United’ or ‘Comcast’ are likely to trigger traumatic memories for many.

There are a number of methods you can use to influence the perception of your brand. Alyssa Gregory is former writer for The Balance Small Business covering small business management. Our systems have detected unusual traffic activity from your network. Please complete this reCAPTCHA to demonstrate that it’s you making the requests and not a robot. If you are having trouble seeing or completing this challenge, this page may help.

Brand Perception: Everything You Need To Know

If you’re identifying key sentiments amongst your target market, or perceptions towards your brand, survey data cuts through the noise, so you can ask consumers what they think of your brand directly. To successfully shift consumer perceptions, brands first need to understand how and why their target consumers might identify with their offering.


The most straightforward way to understand what your customers think of you is to ask them. NPS is a popular survey to use because it’s easy to set up, and its short format results in high response rates. It can be sent over email or delivered directly on your website or in your app. For example, Patagonia is known for their support of the environment, and their customers appreciate that about them. When Patagonia received a $10 million dollar tax cut, they donated the entire amount to combat climate change, acting in line with their company values. It’s more than just whether customers “like” you; customer perception includes the feelings your business inspires in them, along with any descriptive words they would use when talking about your business. Customer surveys are still one of the leading methods of understanding your customers.

Role Of Perception In Consumer Behavior

If a business can foster positive perceptions focused on these aspects, it’s likely to build a sustainable, loyal and growing customer base. It’s all changing the way you, me, and your customers perceive a company or brand.

A simplied 3d product configurator demo adopetd by luxury brand Lolo Chatenay to offer an unique and personalized customer experience for clients. As a matter of fact, a SurveyMonkey report shows that 58% more people pay attention to a brand’s message, if they have been trusting it for a long time.

Design experiences tailored to your citizens, constituents, internal customers and employees. Experience iD is a connected, intelligent system for ALL your employee and customer experience profile data. Using data gathered from the GWI platform, BuzzFeed could analyze their wider audience in depth, which led to them uncovering key insights that challenged misconceptions in certain markets.

First, your audience reacts to a sensation (if your product or service stimulates the customer’s senses), which leads to capturing their attention . This can be done by carefully-crafting a brand personality that represents your vision, mission, or culture, and connects to the customer. “Using GlobalWebIndex, we were able to tell a story centered around our readers’ financial situations and life events. That provided us with the fuel we needed to shift those perceptions and build that level of trust,” says Jackie. Instinctive responses are a key indicator of your brand’s reputation. They’re a driver in decision-making and the more automatic the response to your brand is, the greater the emotional bond.

They use reliable metrics such as the net promoter score and CSAT to deliver the data you need to know. You really need to be running brand perception surveys at least quarterly, although you can also tie them in with advertising campaign frequencies to track how these are contributing to your brand. It’s the hardest to measure but word of mouth is an incredibly important factor in how customers perceive you — especially for small businesses. We often think of word of mouth in the literal sense but these days it’s far more; customer reviews, social media, and micro-blogs are all word of mouth too. The current COVID crisis is alreadyimpacting customer perceptions of brands. Although it’s almost impossible to completely control what people think about your organization, improving customer opinions of your brand is entirely possible.