3 Ways to Change the Customer Perception Gap

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Customer Strategy
Customer Experience
Customers form opinions based not only on their experiences with your company and products, but also on their broader experiences and beliefs.

Customers form opinions based not only on their experiences with your company and products, but also on their broader experiences and beliefs. Consequently, a gap forms between what you'd like customers to think about you and what they perceive to be true, according to Nigel Barlow, author of Re-think.During his keynote at the Gartner Customer Strategies & Technologies Summit 2012 in London, Barlow shared three ways to stand out that will help close the perception gap:

Challenge assumptions: Doing so is what leads to innovation and new ideas. Also, don't put your organization in a box; you don't have to be a certain way based on the stereotypes in your industry.

Differentiate: How can you differentiate your organization by actually being different? Too many companies try to "differentiate" by simply improving on what their competition already does.

Rethink your positioning: What business are you really in? Harley-Davidson doesn't sell motorcycles; it offers the ability for riders to become a part of a cool "club". Virgin Atlantic is entertainment at 30,000 feet, not a mode of transportation. You need to define your "something more."

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