Customer Perception

Question 1

What is the definition of customer perception?

Answer 1

Customer perception refers to the customers opinion of your business or products. It summarises how customers feel about your brand including every direct or indirect experience they’ve had with your company. By monitoring customer perception your business can spot common user pain points and improve the customer journey.

Question 2

What is the benefit of managing perception changes in a business’s reputation?

Answer 2

By managing perception changes, damage control can be improved. Monitor reviews and posts about your business and deal with positive and negative feedback in the same way, positively. By managing these changes, you can create a more regular online presence. This is working towards your long term goal in social media.

Question 3

How can we manage perception changes in a business’s reputation? Give 3 examples.

Answer 3

• Carry out customer surveys annually and extract comments about products and services and modify business practises where appropriate to improve perception.
• Track perception scores over several years to justify marketing expenditure
• Respond to survey recipients highlighting top level concerns and what the brand will do to fix them. Highlight areas of success and appropriate feedback
• allocate specific sections of the perception survey to different teams to own to ensure that actions will be taken to improve
• Create incentives for staff to make sure that perception increases year on year.