For example, a consumer hoping to buy a winter coat may prioritize coats by price, but also color and thickness, during the organizing stage. At this stage, customers will categorize the object of their critique and compare it to other objects within their chosen categories. Organizing : During this stage, customers make sense of the information they’ve attained, interpreting its value based on context, personal beliefs, perceptions of themselves, and other highly subjective factors.This may apply to facts such as clothing sizes, but also product smells, taste, and touch. Sensing : Characterized by the physical senses, customers use this stage to accumulate ‘knowledge’ about a product, service, or brand.The three stages-sensing, organizing, and reacting-are simple in concept, but difficult to understand in terms of how they truly shape the behavior of consumers and even business buyers: Another Forrester analyst observes that value for customers is actually “customers’ perception of what they get versus what they give up.”ĬX professionals who want to see themselves this way-that is, ‘through the eyes of their customers’-must begin by understanding the three phases of the customer perception process.
Modern business leaders emphasize improving customer experiences, but “most companies have no idea if they are creating value for their customers,” Forrester finds. By 2020, ‘customer experience’ will overtake ‘price’ and ‘product’ as the key brand differentiator, HubSpot reports. In fact, Forrester defines customer experience (CX) as “your customer’s perceptions of their interactions with your brand”. Brands who monitor and understand customer perception and its contributing factors can better identify opportunities to improve customer experiences. Today, perception impacts buyer decision-making and is a “huge success factor in the retail industry,” Deloitte reports. Customer perception is shaped by multiple variables, including direct and indirect interactions with your offerings. In marketing, ‘customer perception’ refers to customers’ awareness, their impressions, and their opinions about your business, products, and brand. In fact, fostering positive perceptions can help you build a “sustainable, loyal, and growing customer base,” according to Forbes. The perceptions customers have of your brand, its products or services, and its values can have a serious impact on how they interact with you and how they buy. What is Customer Perception and Why is it Important?Ĭustomer behavior is driven by more than logic.
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