Customer perception is based on a complex combination of what (and how) you're delivering and who's receiving. Key data insights can help to improve customer perception, loyalty, and ROI by powering smarter, more empathetic marketing.

1. Connecting Customer Perception
To Your Marketing Program

2. The Competition

3. • To make headway against
competitors, fortify your ROI, and
boost revenues, your brand must
stand head and shoulders above the
crowd.
• There are two critical cogs in the
marketing wheel: brand image and
customer perception.

4. • US businesses spend billions
developing content and design to
communicate brand themes
across websites, social media ads,
outdoor media, radio, TV, and more.

5. • A clear, consistent message that
resonates with customers can do
wonders for a company's brand – and
business.

6. What Is Customer Perception?

7. • Marketing teams must ensure that
customer perception aligns with the
intended brand image.

8. • Customer perception configures a
complex set of thoughts and
reactions to prioritize, interpret, and
convert into a bottom-line conclusion
– and an overall impression.

9. • From the brands’ viewpoint, the latter
can fall into one of three categories:
• Favorable
• Unfavorable
• Neutral (neither for nor against)

10. • Ideally, a consistent positive customer
experience delivers a more solid
positive perception.
• A Deloitte study claims that repeat
customers regard brands as family or
give them “best friend” status.

11. Why is Customer Perception
Important?

12. • Customer perception drives customer
experience from the first touchpoint
to the last.
• To build understanding, look at loyal
customers, the bedrock of customer
retention and an energizer of rising
ROI strategies.

13. • Because a customer's trust in a brand
is tied to their loyalty to the brand,
building trust should be a top priority.

14. • Earn trust by delivering a positive CX
at every point along the customer
journey map.
• Lose trust by turning touchpoints into
pain points.

15. What Influences Customer Perception?

16. In the B2B arena, a product's
competitive edge comes from
perceived added value — mostly
intangible qualities:
• The way you convey your message
• Friendlier agents
• Better graphics
• More straightforward web navigation

17. • Key elements of a customers'
experience can impact their
perception, including:
• Thought patterns
• Psychological receptors
• Influencers’ role
• Emotional triggers
• Unshakeable beliefs
• Social norms
• Age
• Language
• Location

18. • Understanding commonalities across
key segments can help drive
empathy, inform campaigns,
and improve customer experience
among larger groups of customers.

19. Online Customer Reviews

20. • There’s no better look into customer
perception than online customer
reviews.

21. • Online reviews offer marketers a
penetrative look into customer
motivations, ideas, interpretations,
and feelings — all the critical clues to
customer perception.

22. • Companies like SoGoSurvey —
professional entities immersed in
unearthing customer perception
influences — can speed your
programs up immeasurably.

23. Final Thoughts

24. • Customer perception encompasses a
broad range of considerations, but
starting with customer segmentation
can help focus your efforts.

25. • SMEs and even Fortune 100 benefit
from expert partners and tools to
collect critical data to align marketing
initiatives with customer perception.

26. The more your customers feel
valued, the more loyal customers
you'll have.

27. Want more?
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29. Thank you!