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11 Examples of Customer Perceptions

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Customer perception is the reality of how customers view your brand, products and services. In many cases, customers form impressions, assumptions and opinions about a firm that differ substantially from how a firm views itself. The following are common types of customer perception with examples of each.

Awareness

Unaware, vaguely aware, aware but disinterested, interested, engaged, committed.

Brand

Luxurious, basic, well-known, unknown, reliable, safe, unreliable, modern, legacy, small or niche, conventional, timeless, friendly, unfriendly, high status, low status, trustworthy, respected, political, consistent, inconsistent.

Prices

Fair, cheap, good value, affordable, expensive, family-friendly, cost-effective, competitive, discounted, luxury pricing, premium pricing, unaffordable, poor value, unfair.

Features & Functions

Useful, useless, cutting-edge, lags the competition, bloated with useless features, simple but useful, overly minimalistic, lacks features, perfect set of features, features that are better than the competition, stable and timeless features, features unstable and change too often.

Usability

Easy to use, pleasing to use, difficult to use, productive to use, inefficient and time consuming, easy to learn, difficult to learn, intuitive, unintuitive, can control what I want, lacks customizations and configurations, asks too many questions, interrupts my flow.

Senses

Sight, sound, taste, touch, smell, temperature, pressure, balance, time perception, weight, texture, vibration, physical experience.

Aesthetics

Modern, classic, minimalist, timeless, trendy, colorful, garish, elegant, sleek, historical, aligned to a culture, polished, refined, luxurious, humble, overstated, artistic, quirky, reserved, beautiful, unappealing.

Service

Friendly, unfriendly, hostile, attentive, aloof, responsive, disengaged, reliable, unreliable, consistent, inconsistent, professional, unprofessional, fast, slow, well-paced, empathetic, uncaring, accommodating, inflexible, bureaucratic, efficient, inefficient, complex, simple, fair, unfair, courteous, polite, considerate, impolite, organized, disorganized.

Experience

Satisfying, memorable, meaningful, productive, intuitive, seamless and easy, fun, rewarding, relaxing, convenient, comfortable, uncomfortable, inconvenient, stressful, embarassing, time consuming, frustrating.

Quality

Well-built, well-designed, durable, consistent, accurate, transparent, fair, efficient, safe, secure, accessible, compatible, reliable, responsive, high quality materials, high quality ingredients, professional, ethical, attention to detail.

Social & Environment

Positive impact, negative impact, legacy firm from the old economy, overly political, distracted from core value, virtual signaling, authentic & good, making things worse, changing the world for the better.
The following are examples of how perceptions can differ from how you position your products, services, experiences and brands:

Brand

You may position your brand to be luxury but customers may develop their own impression that leans more towards budget.

Prices

Generally speaking, customers perceive each price as high, low or fair. Some customers may also be indifferent to price for certain items.

Engineering

Your software engineers may tell you something isn't broken, but customers may view it as broken nonetheless.

Usability

Customers often have a strongly formed opinion regarding the usability of tools such as mobile devices, software and appliances.

Senses

The taste, smell, touch and sound of products and environments.

Promotion

Customers may interpret advertising and promotion in ways not envisioned by creative teams.

Quality

The quality of products and services are interpreted by customers using criteria that may differ significantly from one person to the next. One customer may view a beverage in a plastic bottle that is easy to open as high quality while another customer may view products in glass bottles as inherently higher quality.

Reputation

A brand that presents itself as sustainable and reputable may not achieve the same image in the market depending on their actions as a firm.

Customer Service

Some customers may prefer friendly customer service such as engaging in personal conversations. Others have a strong preference for professional distance. Skilled customer service professionals discover such preferences and adapt.

Features

Features may be viewed as a bug or annoyance. For example, notifications that are repetitive, trivial or delivered with unpleasant sounds may be unpopular.

Lack of Features

Features offered by your competitors or things that customers intuitively expect of your product that are missing.
Next: Customer Needs
More about customer perceptions:
Amenities
Bliss Point
Brand Awareness
Choice Architecture
Critical To Customer
Brand Legacy
Customer Advocacy
Brand Loyalty
Customer Interactions
Branding
Customer Issues
Customer Journey
Cost Of Poor Quality
Customer Motivation
Customer Perceptions
Curiosity Drive
Customer Success
Customer Wants
Customer Convenience
Customer Expectations
Design To The Edges
End-User
Customer Is Always Right
Engagement Data
Experience Age
Experience Economy
Journey Map
Experience Goods
Lifetime Value
Feature Fatigue
Customer Marketing
High Touch
Lead Users
Customer Preferences
Customer Relationships
Customer Satisfaction
Moment Of Truth
Customer Service
Nudge Theory
Service Principles
Peak Experiences
Customer Value
Premiumisation
Quality
Service Experience
Service Quality
Experience Quality
Unboxing
Experience Sampling
Usability
User Intent
Fit For Purpose
Internal Branding
Perceived Value
Pricing
Product Design
Product Differentiation
Showrooms
Types Of Quality
More ...
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