In a highly competitive world, where differentiating your product or service through objective, functional attributes is becoming increasingly difficult, marketers are focusing their efforts on customer perception, a subject of high interest that stands behind a number of the best marcom campaigns of the past years, altogether industries, both B2B and B2C.
If you're trying to find the consumer perception definition, you'll find several, all stating more or less an equivalent thing. Customer perception encompasses the way consumers select, organize and interpret both information and stimuli associated with a brand, its products and services, which, in turn, determines what they think and the way they feel about them.
Why is customer perception important?
Customer perception plays a crucial role, from understanding the purchasers to communications and advertising, their buying decisions, their loyalty, the extent to which they recommend a brand and, even more, their advocacy efforts.
As consumer perception developed on several levels, their emotional expectations grew, as well, resulting in some extent where we believe brands to develop fun, engaging customer experiences, to make and deliver content, to return up with new technologies that make our lives better and even become involved in social matters and in shaping our environments.
Nowadays, regardless of their budgets and criteria, consumers have more options than ever before. Advancement in technology makes it easier for goods and services to be found and at an equivalent time, reduces greatly the prices to modify from one brand to a different with minimum efforts and costs, as soon because the customer is unsatisfied or features a negative perception.