Ashley Frazier

The 4 Elements of Customer Perception

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In a previous blog post, we defined customer perception as simply what your customers and potential customers think of your organization. From the contact center agents to the messages on your business’ social media to what your company stands for, there are many factors that can positively or negatively affect customers’ thoughts of your organization.

If you’re looking to see how you can positively shape customer perception, keep reading. We’ll reveal the four key elements of customer perception and what it takes to apply them within your organization.

Customer Knowledge (Context)

When customers require immediate assistance and try to solve their challenge either on the phone or through self-service, they expect a resolution in one try. Yet when they find themselves unable to resolve the issue in the first attempt and have to start over in another channel or with another agent, the level of customer loyalty rapidly decreases.

To proactively address customer perception, top contact centers implement solutions so they have context into how customers communicate with their brand. Having this context, or customer knowledge, is key to impressing customers and reducing their frustration when they already are encountering a challenge.

Accessibility

When it’s time to connect with your brand, customers will pick their preferred option of communication. Whether it’s web, social, mobile app or voice, the options for customer engagement continue to grow. Regardless of what channel they choose, businesses with a customer focus know the point is to be accessible to their customers no matter what channel they are on. Customers are more likely to remain loyal and have a positive view of your business if they are able to access your brand the way they want to. Therefore, it’s time to discover what channels your customers use so they can easily turn to you for help.

Reliability

The ability to perform what is expected is constantly tested by your customers. Customers who find themselves in a less than desired experience will not hesitate to run to a competitor with better service. So it’s important to offer a consistent level of reliability across all customer channels regardless of how call volumes fluctuate. The idea is your customers should be able to engage with your business regardless of channel and still receive ideal service. To ensure reliability, eliminate any potential gaps within your channels and implement customer experience technology that provides a seamless experience across every channel.

Empathy

Customers are beyond being strictly transactional parts of your business. Today, customers want to feel they are receiving individualized service based on their specific needs, and empathy is one of the biggest ways that help meet that customer request. By showing customers that they are people with feelings rather than only numbers that meet revenue goals, businesses can positively shape overall customer perception.

By tying in empathy with the three previous elements – context, accessibility and reliability – organizations can build a strong foundation for positive customer perception and strong customer loyalty. Additionally, adding the right technology can help businesses scale and personalize the customer experience that meet the needs of today’s customers.

Want to learn more? Check out this short video and discover what technology can shape customer perception.


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