“It’s also important to remember that once people get an idea in their heads, it’s hard to change their minds. “We all know that consumers are more likely to share poor experiences than good ones (and with triple the number of people!),” says Chandler. Their word-of-mouth depends on their perception of your brand. Or, they’ll encourage their coworkers to use a productivity app that slashed their work time in half.īut customers don’t always say good things.

For example, they might tell their family about a restaurant that serves delicious pizza. Many consumers love to share their positive experiences with people in their network. Customer perceptions affect your brand image.Once you realize how much impact a single customer can have on your bottom line, their perception of your company will seem like anything but a small matter. That buyer might have gone for an upsell or cross-sell, or they may have remained a loyal customer and told their friends to buy your product. You might think it’s a small loss-just a single subscription-but that churn represents much more value. Say a customer becomes so frustrated with your brand that they decide to end their subscription with your business. Why is customer perception important?Ĭustomer perception is important because it impacts a business’s bottom line. But you can’t control others like reviews and social media posts. You can control certain elements, including the quality of your product or service, the prices, and the customer experience. Factors such as social media, online reviews, pricing, quality, influencers, and CX all affect consumer perception. What influences customer perception?Ĭustomer perception is influenced by both direct and indirect interactions with your business. “Regardless of their actual experience, customer perception is all about how the customer feels about your brand and their interactions with you,” explains Sam Chandler, senior manager of customer success at Zendesk. It plays an important role in building customer loyalty and retention as well as brand reputation and awareness.

Customer perception is the opinions, feelings, and beliefs customers have about your brand.

Perceive perception definition