How Do I Manage Customer Perception?
Customer perception is the "real moment" in the interaction between the customer and the service system, and it is the direct source of affecting customer service perception. Service quality depends to a large extent on customer perception, which in turn is based on service contact capabilities.
Customer perception
Qualitative Research Model of Customer Perception : Ladder Exploration and Analytic Hierarchy Process
- Ladder exploration method :
- Identify which attributes drive customer preferences and choices, and also show the relationships and application order of these key attributes. This technique allows one aspect of a customer's "decision structure" to be identified.
- -The ladder method is based on the Means-end Chain theory, which proposes three "levels of abstraction" to describe people's feelings about products or services:
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Customer-aware attributes
- Including the physical characteristics, ingredients, etc. of the product, use them to describe the product
Customer perceived results
- Consequences or benefits from using the product. Use them to indicate what the product can do for consumers.
Customer perceived value
- The root or direct reason for consumers to use the product, that is, how the product helps users achieve their goals (whether objective or subjective)
- Analytic hierarchy process:
- · A way to build relationships based on the elements mentioned by consumers.
- · A method to describe the main perception tendency or decision structure of the respondents in a graphical way
Customer Perception Quantitative Research Model: Two-Factor Analysis Model
- Consumer demand and the degree of satisfaction of demand will affect consumer recognition, so understanding consumers' unmet needs will gain an advantage in the competition. The consumer demand model measures demand by two indicators:
- 1. The importance of the demand (recorded as: imp) 2. The degree of satisfaction of the demand (recorded: stis)
- Score consumer demand according to the degree of importance and satisfaction (5-point scale), use the important-satisfied image to directly reflect the characteristics of consumers' needs, and look for unsatisfied market needs.
- On this basis, subdividing the demand images of different types of consumers, especially recognizing the characteristics of consumer demand, provides strong support for product development.
- Find out what consumers think are important but unmet needs, pinpoint the needs of target consumers, and provide directions for service improvement.