How To Measure and Maintain a Good Customer Perception (2024)

Iconic global brands like Coca-Cola and Nike have invested decades and billions of dollars in creating strong emotional connections with consumers. This perception of them as industry leaders is valued in the billions of dollars, with Coca-Cola’s brand value estimated at $57.3 billion in 2021 and Nike’s at $30.44 billion in the same year.

However, customer perception is not static and evolves with changing societal values, cultural shifts, and global events. These brands have demonstrated that actively monitoring and maintaining a strong public image can be beneficial.

Customer perception refers to the public’s overall impression of a brand, including how customers feel about the company and its products. Maintaining a favorable perception requires consistent efforts to understand user sentiment and meet customer expectations. Positive perception can lead to word-of-mouth referrals, positive reviews, increased customer loyalty, and retention, while negative perceptions can deter potential customers and lead to churn.

Various factors impact customer perception, including social media content, marketing strategies, customer reviews, and brand interactions. Monitoring and measuring customer perception can be challenging but require attentiveness to digital activity and customer feedback.

Brands Evaluating Consumer Trust

Consumer trust is a crucial factor for brands to consider in order to build strong customer relationships. Here are some effective ways brands can evaluate consumer trust:

Social Listening

Social listening involves monitoring online conversations related to the brand. By tracking mentions on social media platforms, review sites, and press mentions, brands can gather genuine customer opinions and feedback.

Surveys and Customer Interviews

Directly engaging with customers through surveys, focus groups, and interviews can provide valuable insights into customer perceptions. Asking questions about customer experiences, product choices, and preferences can help brands understand consumer trust levels.

Net Promoter Score (NPS)

The Net Promoter Score is a metric used to measure customer satisfaction and engagement. By asking customers how likely they are to recommend a product or service on a scale of 1 to 10, brands can calculate their NPS and evaluate customer trust levels based on promoter and detractor responses.

Tips for Improving Customer Perception

Building and maintaining positive customer perception is essential for brand success. Here are some strategies ecommerce brands can use to enhance customer trust:

• Provide High-Quality Support: Ensure your customer service team offers helpful and empathetic support to address customer needs effectively.
• Prioritize Customer Experience: Focus on delivering a seamless customer journey by maintaining a functional website, fast delivery, and effective onboarding processes.
• Listen to Feedback: Pay attention to customer reviews and inquiries to identify areas for improvement and address customer concerns proactively.
• Communicate Your Values: Be transparent in your communication and marketing messaging to build trust and credibility with customers.
• Share Positive Reviews: Showcase positive customer feedback on social media and your website to reinforce brand trust and loyalty.

Customer Perception FAQs