Customer perception refers to the feelings and beliefs consumers have about a business based on their experiences engaging with that business.Customer feedback is the input consumers provide businesses about their products, branding, or user experiences.
Customer perception is paramount to success in today’s fast-paced, highly competitive commerce landscape. The way your customers feel about your brand can significantly impact how they engage with your business — or whether they’ll buy from it.
Customer perception is based on a number of factors, including a customer’s value alignment with the brand; the way the customer engages with the brand’s actions and reputation; other people’s opinions about the brand; and more. Customer reviews, branding, marketing, and customer service all impact how a customer perceives a business.
Businesses can better understand their customers’ perceptions by conducting consumer research, soliciting customer feedback, or setting up net promoter surveys. They can also monitor how their customers engage with or speak about their brand online.
It’s important that businesses take customer perception seriously, as negative perception — warranted or not — can be detrimental to a business’s success.