As a business owner, it’s easy to fall into the trap of assuming your customers will trust your word that your service is superior to your competitors’. However, in today’s market, brand perception is crucial, and it’s essential to understand that just because you say something doesn’t mean your customers will believe it.
Customers need to experience your service first-hand before they take your word for it. This is because they have been fed the “we look after our customers” line so many times that they simply don’t believe it anymore. Many businesses make the mistake of assuming they can change a customer’s perception with flashy marketing tactics. But a customer’s perception of your business becomes a fact in their head, and if their experience doesn’t match up with your marketing claims, you risk losing their trust and their business.
That’s why it’s crucial for business owners and managers to have their fingers on the customers’ pulse and understand their perception of the brand. To do this, you must see what the customer sees and experience what the customer experiences. Don’t assume everything is going well just because you haven’t received negative feedback.
Listening to your customers is the best way to change your business to meet their expectations. You need to understand their perception of your business and ensure it aligns with your brand message. Otherwise, you risk wasting time and money on marketing efforts that don’t resonate with your target audience.
To achieve this, you need to constantly take stock of your brand to ensure what you’re telling everyone you are is precisely what they receive. This can be done easily, but you need to look at all aspects and facets of your business, including your staff. Your employees are your greatest brand builders, but they can also destroy your brand perception if something goes wrong. Ensure they understand your brand message and are adding to the brand’s perception in a positive way every day with every client.
Remember, the better the customer experience, the better the referrals by your clients. So, take the time to understand your customers’ perceptions of your business and ensure you’re delivering on your brand promises. Learn more about how we can help your staff become better employees for your business.
