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11 Examples of Customer Perceptions

 , January 30, 2017
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 illustrative examples.


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


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


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


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


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


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


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.


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 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.
Overview: Customer Perceptions
TypeCustomer Experience
Related ConceptsCustomer Expectations
Customer Experience
Customer Service

Customer Experience

This is the complete list of articles we have written about customer experience.
Bliss Point
Brand Awareness
Choice Architecture
Brand Identity
Critical To Customer
Brand Legacy
Customer Advocacy
Brand Loyalty
Customer Interactions
Customer Interviews
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
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
Service Experience
Service Quality
Experience Quality
Experience Sampling
User Intent
Fit For Purpose
Internal Branding
Perceived Value
Product Design
Product Differentiation
Types Of Quality
More ...
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