Ways to Improve Customer Perception Samples †MyAssignmenthelp.com

Question: Discuss about the Ways to Improve Customer Perception. Answer: Different Ways of Improving Customer Perception The aim of this file is to evaluate different methods through which a company can improve customer perception. Customer perception is defined as a marketing concept that encompasses customers awareness, impression and consciousness regarding a corporation or its products or services (Muyeed, 2012). There are different factors which influence customer perception such as social media, public relations, advertising, personal experiences, reviews and other channels. It is important to have positive customer perception since it assists in increasing the sales of a firm and improve its effectiveness. Negative consumer perception adversely affects a corporations success since it results in reducing its sales. Therefore, companies focus on implementing appropriate policies to influence customer perception positively. Following are different ways through which a corporation can improve customer perception. Maintaining Consistency in Performance One of the biggest obstacles to maintaining a positive customer perception is inconsistency in the performance of a company. While using a product or service, customers prefer that the firm is maintaining a level of consistency at its quality and price which result in increasing brand loyalty. Loyal customers choose products or services of a single brand because they maintain consistency in their offerings. Organisations should not put processes over people; the company procedures should focus on customers demands, and they should be consistent. Implementation of new technology to improve the procedures is necessary to improve the quality of the products or services (Liu and Hung, 2010). The firm which offers consistent quality at similar price range has a positive image among customers. It increases consumers loyalty towards the firm because customers trust an enterprise which offers consistent quality along with reasonable price. Therefore, consistent performance positively influen ces customer perception. Emotional Relationship with Customers According to the study of Asshidin, Abidin and Borhan (2016), striking an emotional chord with customers assists the organisation in improving customer perception. The companies are required to move beyond customer satisfaction, and they should focus on connecting with consumers at an emotional level. The corporations should focus on fundamental motivations of consumers and fulfilling their emotional needs that are attached to products and services to create an emotional bond with the customers. For example, customers use voice channel while sharing queries or feedback with a company, therefore, the firm should train their consumer representatives to provide the best possible experience to consumers during critical calls. Emotional connection with customers is critical for brand development which assists in increasing a firms sales. The enterprise should use positive words and empathetic statements during advertisements to build trust and a positive impression of the company which po sitively influence customer perception as well. Effective Consumer Interaction In todays competitive business world, organisations focus on maintaining a positive relationship with their customers since it results in improve customer perception towards the firm. The corporations use social media sites to interact with their customers and collect their feedback. Positive social media image assist in improving customer perception which results in increasing companys sales. For example, Starbucks use social media sites to interact with its customers, resolve their queries and collect their feedback which assists them in maintaining a positive social media image (Chua and Banerjee, 2013). Positive brand image increases customer perception towards companys products as well. The feedback and queries provide crucial information to the firm which assists them in creating products or services as per consumers demands which leads to increasing customer perception. Holistic Marketing Approach In order to improve customer perception, organisations are required to focus on fulfilling demands of its employees as well as it leads to enhancing consumer satisfaction. Holistic marketing approach is referred as a business marketing philosophy which considers all parts of the business as a single entity and focuses on giving a shared purpose to each activity (Choi, Ko, Kim and Mattila, 2015). A company functions as a human being, and it is necessary that each part perform its functions properly. Holistic marketing approach focuses on fulfilling employees requirements to improve their performance which encourage them to provide high-quality services to consumers which increases their satisfaction rate. Highly satisfied customers have a positive perception towards the company and its offering. Therefore, holistic marketing approach results in improving consumer perception. Showcasing Brand Value The companies should focus on showcasing their brand value through effective marketing strategies which creates a positive perception in consumers mind (Xie, 2011). Organisations should not consistently brag about their brand value by posting on social media sites; they should be subtle and post things that customers are interested in which positively influence their perception towards the company. References Asshidin, Nor Hazlin Nor, Nurazariah Abidin, and Hafizzah Bashira Borhan. "Perceived quality and emotional value that influence consumer's purchase intention towards American and local products."Procedia Economics and Finance35 (2016): 639-643. Choi, Hyeonyoung, et al. "The role of fashion brand authenticity in product management: A holistic marketing approach."Journal of Product InnovationManagement 32.2 (2015): 233-242. Chua, Alton YK, and Snehasish Banerjee. "Customer knowledge management via social media: the case of Starbucks."Journal of Knowledge Management17.2 (2013): 237-249. Liu, Heng Yih, and Wei Tien Hung. "Online store trustworthiness and customer loyalty: Moderating the effect of the customer's perception of the virtual environment."African Journal of Business Management4.14 (2010): 2915. Muyeed, Mohammad Abdul. "Customer perception on service quality in retail banking in developing countries-a case study."International Journal of Marketing Studies4.1 (2012): 116. Xie, Xinglong. "Service quality measurement from customer perception based on services science, management and engineering."Systems Engineering Procedia1 (2011): 337-343.