Customer experience in marketing refers to consumers’ awareness, experiences, and feelings of the business, goods, and brand. Many factors influence customer perception, including both overt and indirect encounters with the products.

The customer gathers knowledge about a product and interprets that information to form a coherent picture of the product. This is referred to as customer experience. When a buyer sees commercials, coupons, consumer ratings, social media comments, and so on about a product, they form an opinion about it.

The entire process of customer perception begins when a consumer sees or learns about a specific product. This process is repeated until the buyer forms an opinion about the commodity.

Anything an organization does has an effect on consumer understanding. Anything can influence customer experience, including the positioning of merchandise in a retail store, the colours and shapes in the branding, the ads you make, and the discounts you deliver.

Why is customer perception important?

A happy customer is one who is pleased with his or her relationship with a product or service. A customer’s impression is shaped by his or her interaction with a product. Consumer opinion has the power to make or destroy your name. Customers shape an opinion because they have a positive experience of having their goods shipped on schedule. Having goods that are exactly as defined in the product summary provides a favourable consumer view as well. When consumers receive excellent after-sales support, they also form a favourable opinion of the company. However, when consumers have a disappointing experience, such as defective goods, no refunds, no after-sales support, and so on, they develop a negative view of the brand.
As businesses work to deepen the relationship between their clients and the brand, consumer perception strengthens, allowing them to gain a competitive advantage.

What factors are influencing customer perception?

External influences can affect customer understanding such as:

Personal Encounter – Customer awareness is heavily affected by a customer’s own experience when purchasing and using a specific product. If the content, customer care, price, branding, colours, promotions, and so on were able to leave a positive impact on the minds of consumers, they would form a favourable opinion of the company. However, if they did not like their encounter with the brand, it would leave an indelible mark.

Advertising – Customers experience the brand for the first time through ads, which becomes one of the most important aspects influencing consumer understanding. A company’s advertisements and promotions can help to create a favourable consumer view.

Whiz – People are more likely to buy anything if it has been used and checked by someone else. Many who purchase and sample the commodity first become influencers. When customers learn of a wonderful product that the influencer has checked out, they are more likely to buy it and try it out because the endorsement came from a proven source whom they trust.

Customer Feedback – Before purchasing a product, many people read the consumer feedback. This demonstrates the importance of consumer feedback in determining customer experience. If customers notice that a product has fewer ratings, it means that the product does not have positive customer feedback. It leaves a bad impact on the consumer’s mind.

Social Media – Social networking has emerged as the most powerful tool for managing customer perception. When a social media group receives clear communication about a product, the consumers can form an opinion about the product. Social media may be used to share content, photographs, videos, and other media that contribute to the company’s desired perception.

Truth is based on perception!!
Whether you realize it or not, your organization already has a perception. The most critical factor, though, is whether it is acting in your favour or against you.
If you know how the brand is seen by consumers today? If you quantify it and become mindful of how the brand is viewed, you will strive to improve or repair it for a brighter future.

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An exclusive and trusted community where underused goods are redistributed to fill a new need, and become wanted again, where non- product assets such as space, skills and money are exchanged and traded in new ways that don’t always require centralized institutions or ‘middlemen’.

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Suha Shafi

I hold a bachelors degree in business administration and I’m currently working to obtain knowledge & experience on the day to day activities in the business field for a bright future.