Customer Perception Analysis

CUSTOMER PERCEPTION ANALYSIS

Customer perception analysis is a value-chain assessment methodology that gives a better understanding of one‘s interaction with customers.

Perception is a process through which the in selected, received, organized and interpreted to make it meaningful.

PERCEPTION

According to kolasa,’ perception is selectio the outside environment at one time or the other to provide the meaningful entity we experience.’

According to Robbins, "perception may be defined as a process by which individuals organize and interpret their sensory impressions in order to give meaning to their environment.’

FACTORS INFLUENCING CUSTOMERS PERCEPTION ANALYSIS

1.     Exposure- attention(ad)

2.     Interpretations (It involves making sense out of stimulus)

3.     Relevance –several other factors (substitute)

4.     Surprising stimuli

5.     Subliminal stimuli

6.     Selective perception process

7.     Selective Exposure

8.     Selective Attention

9.     Selective Comprehension

10.            Selective Retention

STRATEGIES FOR INFLUENCING CUSTOMER PERCEPTION

1.     Measure and manage customer satisfaction and service quality

2.     Aim for customer quality and satisfaction in every service encounter-zero defects

3.     Plan for effective recovery

4.     Facilitate adaptability and flexibility

5.     Encourage spontaneity

6.     Help employees with problem customers

7.     Reflect evidence of service

8.     Enhance customer perception of quality and value through pricing.