Customer perception matters—now more than it ever has. With folks in a continual frenzy about something, blasting their opinions across social media 24/7, ever-ready to launch a campaign—and rarely from a positive stance—the consumer’s perception matters a lot.

But how does one control customers’ thoughts and feelings about any particular business or brand? Complete control is nearly impossible, a dreamy aspiration for those chasing after pie-in-the-sky fantasies. But impacting the beliefs and opinions folks hold about your brand? That is entirely doable. And undeniably worthwhile. Because negative perceptions translate into negative press, which can decimate a company’s bottom line faster than a ninety-degree day will melt a delicious ice cream cone.

Knowing what influences the consumer’s perception can be extremely helpful in the effort to sway public opinion toward the plus side. So, let’s dig into the factors that impact perception.

  • Past experiences carry a lot of weight, especially negative ones. Some folks never forget an adverse or unpleasant experience. But excellent encounters can leave an impression, too. Repeated positive interactions that deliver consistent service will influence perception immensely. Note, however, that one less-than-satisfactory experience will often leave more of a mark than one good-to-go encounter. Unfortunate but true.
  • The importance of value for the consumer has increased at a similar rate to the rising cost of living. With soaring prices on everything from the basics—food, fuel, housing—to more discretionary expenditures—travel, entertainment, home improvements—most folks have had no choice but to tighten the purse strings. The perception that a company’s prices are too high will spread fast and far because it’s neighborly and family-oriented to steer friends and family toward the best deal. You can be sure people will compare costs between your products and services and those of your closest competitors, so ensure you’re doing the same.
  • Being treated well speaks volumes. Life is stressful and challenging on the best days; too often, it’s discouraging and overwhelming. So, when customers feel appreciated, respected, and heard—when they encounter an A+ experience—that will stay with them. They will remember the businesses that genuinely care and willingly go the extra mile to give excellent, personalized service. We’re talking about the very real opportunity to gain significant perception bonus points here.
  • Recommendations and reviews mean more now than ever before. Yay, and nay, suggestions are super easy to come by these days via multiple social media means. But absolutely nothing beats the feedback from family, friends, and co-workers—the folks you trust to give you the real scoop. And let’s be honest; as a whole, we’ve become wary, burned too often by less-than-stellar service and underperforming products. So, if your BFF says he had a great experience with Company ABC, your perception of that company rises immediately, even before a personal encounter occurs.

Remember that emotions often influence perceptions. Businesses that intentionally create emotional connections will likely see an uptick in the positive perception department. Let ASJ Partners assist your recruiting and staffing agency make lasting, positive connections with both sides of the staffing equation. Their customized, targeted marketing campaigns will get the good word about your services to the businesses and candidates who need to hear it. Give us a ring to see what ASJ can do for you.