Managing Customer Perception

Dragging a paying passenger off of a plane, bloodied and nearly unconscious is one method of managing customer perception. Of course, given the airline’s tagline claims their skies are friendly, this is probably not exactly how they want to be perceived. And that’s the thing about customer perception; you can do everything right for 100 years and one day. Then, on that second day, an unfortunate set of circumstances can reduce you from being a darling of your industry to social media’s latest whipping post.

In a case like the one above, the best thing to do to deal with angry customers is get out in front of the situation as quickly as possible. Issue a message that demonstrates concern, particularly if someone is injured (while avoiding admissions of guilt, if it’s a situation with the potential to go legal). Assure the world this is far from the norm for your company. Vow to investigate and take action to ensure it doesn’t happen again (if it was due to a malfeasance on the part of your organization). Make restitution if appropriate and move forward.

This is just as valid whether you’re an international airline or an internet startup. Negative customer perceptions can do significant damage to your revenue stream, so you have to take control of them as soon as possible to minimize the potential damage to your brand.

To stay on top of how your company is viewed by your customers, provide a reliable method by which they can provide feedback. Check it regularly and respond to your customer’s concerns right away. Similarly, you should set alerts for whenever your name starts trending on social media and in search engines. With sufficient early warning, you might be able to quietly resolve issues before they become worldwide sensations.

Of course, this assumes you already had a good image. If you’re just starting out and need to develop an image, you’ll have to communicate to the world what you stand for. To do this, you must ensure every interaction with every customer reinforces the impression of your company you want your customers to have.

Zappos.com, the online shoe retailer, has cultivated an image of being extremely customer service oriented by going above and beyond its customer’s expectations. It starts with their very liberal return policy and extends to seeking out products and telling their customers where to find them if they don’t offer them. In so doing, Zappos has garnered thousands of gigabytes of positive press and is perceived as one of the best companies in the world for customer service.

To find out what motivates your customers, survey them to see what they consider most important in terms of their relationship with an organization such as yours. Once you know where their heads are, develop and implement a strategy to move them to see in you the values they appreciate the most.

All of your messaging should support the perception you want consumers to have. The slogan on your site, your social media posts, blogs, advertisements and marketing materials, the media within which your ads appear, the causes you support—everything should work hand-in-hand to cultivate the image.

While it may seem customer perception is matter of chance, the truth is you can control the way your company is viewed by the public. In much the same manner as you’d handle you personal relationships, keeping the golden rule in mind takes you a long way toward the goal. Above all else, make every effort to do unto others as you’d have them do unto you.

118 COMMENTS

  1. I’m impressed, I have to admit. Genuinely rarely should i encounter a weblog that’s both educative and entertaining, and let me tell you, you may have hit the nail about the head. Your idea is outstanding; the problem is an element that insufficient persons are speaking intelligently about. I am delighted we came across this during my look for something with this.

  2. Hello, Neat post. There is an issue together with your website in web explorer, could check this… IE still is the marketplace chief and a large section of other folks will omit your excellent writing due to this problem.

  3. I wish to express some appreciation to you just for bailing me out of this type of scenario. As a result of scouting through the the web and obtaining things which were not powerful, I assumed my entire life was well over. Existing minus the solutions to the issues you’ve resolved as a result of your website is a serious case, as well as the kind that would have in a wrong way affected my career if I had not discovered your website. Your actual skills and kindness in controlling almost everything was crucial. I am not sure what I would’ve done if I had not encountered such a point like this. I’m able to at this time look forward to my future. Thank you very much for this reliable and sensible guide. I won’t hesitate to propose the website to anybody who should receive guidelines about this situation.

  4. Throughout this grand design of things you actually secure an A for hard work. Exactly where you lost us was first on the details. As people say, details make or break the argument.. And it couldn’t be more accurate at this point. Having said that, allow me inform you what did do the job. Your writing is extremely engaging which is probably why I am taking an effort in order to opine. I do not make it a regular habit of doing that. Second, while I can see the jumps in reasoning you make, I am not confident of exactly how you appear to connect your details which inturn make the actual final result. For the moment I shall subscribe to your position but trust in the foreseeable future you actually connect the dots much better.

  5. Woah! I’m really enjoying the template/theme of this site. It’s simple, yet effective. A lot of times it’s challenging to get that “perfect balance” between user friendliness and appearance. I must say you’ve done a excellent job with this. In addition, the blog loads very fast for me on Firefox. Outstanding Blog!

  6. Thanks so much for giving everyone an exceptionally nice opportunity to read from this blog. It really is very pleasurable and also full of amusement for me personally and my office mates to visit your blog at minimum thrice in 7 days to read through the fresh issues you have. Not to mention, I am also always fulfilled considering the eye-popping suggestions served by you. Selected 2 ideas in this post are easily the simplest we have all had.

  7. This is really interesting, You’re a very skilled blogger. I have joined your rss feed and look forward to seeking more of your excellent post. Also, I have shared your site in my social networks!

  8. Fantastic website. Plenty of useful info here. I am sending it to several friends ans also sharing in delicious. And of course, thanks for your effort!

  9. Hey there! Someone in my Facebook group shared this site with us so I came to check it out. I’m definitely enjoying the information. I’m book-marking and will be tweeting this to my followers! Excellent blog and brilliant design and style.

  10. Hi! I know this is kinda off topic but I’d figured I’d ask. Would you be interested in exchanging links or maybe guest authoring a blog post or vice-versa? My site discusses a lot of the same subjects as yours and I believe we could greatly benefit from each other. If you’re interested feel free to shoot me an e-mail. I look forward to hearing from you! Excellent blog by the way!

  11. Excellent post. I was checking continuously this blog and I am impressed! Extremely useful info particularly the last part :) I care for such information a lot. I was seeking this certain info for a long time. Thank you and good luck.

  12. There are certainly lots of details like that to take into consideration. That may be a great level to deliver up. I provide the thoughts above as common inspiration but clearly there are questions just like the one you deliver up the place a very powerful factor might be working in sincere good faith. I don?t know if finest practices have emerged round things like that, but I’m certain that your job is clearly identified as a good game. Each girls and boys feel the influence of only a second’s pleasure, for the rest of their lives.

  13. I am extremely impressed with your writing skills and also with the layout on your blog. Is this a paid theme or did you customize it yourself? Anyway keep up the excellent quality writing, it is rare to see a great blog like this one these days..

  14. I’ve been browsing on-line greater than three hours lately, yet I never discovered any fascinating article like yours. It’s pretty value sufficient for me. Personally, if all web owners and bloggers made excellent content material as you did, the net can be a lot more useful than ever before.

  15. It’s a pity you don’t have a donate button! I’d without a doubt donate to this outstanding blog! I guess for now i’ll settle for bookmarking and adding your RSS feed to my Google account. I look forward to brand new updates and will share this website with my Facebook group. Chat soon!

  16. Pretty great post. I just stumbled upon your weblog and wished to say that I’ve truly loved surfing around your weblog posts. In any case I’ll be subscribing for your feed and I hope you write once more very soon!

  17. Great write-up, I am regular visitor of one’s blog, maintain up the excellent operate, and It’s going to be a regular visitor for a long time.

  18. I haven’t checked in here for some time since I thought it was getting boring, but the last few posts are great quality so I guess I will add you back to my daily bloglist. You deserve it my friend :)

  19. I’d must test with you here. Which is not one thing I often do! I enjoy reading a submit that will make folks think. Also, thanks for permitting me to comment!

  20. I’m impressed, I have to admit. Genuinely rarely should i encounter a weblog that’s both educative and entertaining, and let me tell you, you may have hit the nail about the head. Your idea is outstanding; the problem is an element that insufficient persons are speaking intelligently about. I am delighted we came across this during my look for something with this.

  21. I’m impressed, I have to admit. Genuinely rarely should i encounter a weblog that’s both educative and entertaining, and let me tell you, you may have hit the nail about the head. Your idea is outstanding; the problem is an element that insufficient persons are speaking intelligently about. I am delighted we came across this during my look for something with this.

  22. I’m impressed, I have to admit. Genuinely rarely should i encounter a weblog that’s both educative and entertaining, and let me tell you, you may have hit the nail about the head. Your idea is outstanding; the problem is an element that insufficient persons are speaking intelligently about. I am delighted we came across this during my look for something with this.

LEAVE A REPLY

Please enter your comment!
Please enter your name here