![]() This "process of extraction" forces you to listen with intent, while also granting the customer permission to speak openly and freely about their concerns, issues, or complaints. This attention to detail can be easily achieved if you apply sound and communication expert, Julian Treasure's, simple listening acronym, RASA: This task requires you to dig beyond the surface and actively listen to a customer's needs and goals, while also tuning in to the details they’re leaving out. ![]() To build strong bonds and promote a positive experience, you must actively demonstrate a long-term interest and commitment to the relationship through every touchpoint. Think about it: Actions and words carry a lot of weight with customers. "Our research across hundreds of brands in dozens of categories shows that the most effective way to maximize customer value is to move beyond mere customer satisfaction and connect with customers at an emotional level - tapping into their fundamental motivations and fulfilling their deep, often unspoken emotional needs," explains Alan Zorfas and Daniel Leemon. ![]() Strike an emotional chord with your customers. Are you getting to them before a problem arises, or scrambling to collect all the necessary information you need as the problem escalates?Ģ.Are you being proactive or reactive in your communications with customers?.To ensure your business isn't getting in its own way, take the time to evaluate your existing approach. While it's valuable to have direction, too much process and protocol can get in the way of real, human interactions. One of the biggest obstacles businesses often have to overcome is their processed approach to customer success. Follow up with customers after every interaction.Fill skills gaps before they become evident.Strike an emotional chord with your customers.Now that we know why customer perception matters, let’s dive into different ways you can improve and uphold it in your business. Many businesses are already taking stock of their support and services efforts, with 50% of customer-care leaders rating “investing in new technologies” as one of their top priorities over the next five years, according to McKinsey. In other words, we're not far from a world where your customers' perception of both your brand and quality of service could take precedence over traditional competitive advantages like pricing, features, or usability.Īnd if you're not currently investing in your customer experience and perception, you're at risk of falling behind. Why Customer Perception MattersĪccording to a recent survey, 1 in 3 customers will leave a brand they love after just one bad experience. If you don't have this data, consider adopting customer feedback tools to help you collect this information from your customer base. You'll need to look at resources like product usage reports, NPS® survey s, and customer interviews to get an accurate view of customer perception. Measuring customer perception requires you to gather a variety of qualitative and quantitative customer data. By monitoring customer perception, your businesses can spot common user pain points and improve the customer journey. It summarizes how customers feel about your brand including every direct or indirect experience they've had with your company. Customer perception refers to the customer's opinion of your business or products.
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