The way a customer perceives your company is one of the most important factors in increasing retention and new business.
The last thing you want is a negative image painted inside one of your customers' minds.
Using a customer perception survey can identify what current and potential buyers think when they hear about your brand, products, or services.
Understanding how the public perceives your organization will guide your sales and marketing efforts into a more aligned strategy.
In this blog post, our customer satisfaction market research company discusses perception and the step-by-step process for measuring it.
What is Customer Perception?
Customer perception is the term used to describe a customer’s opinion of your brand or business.
It gives a quick summary of how your customers feel about your brand in different areas, including product line, customer service, and other aspects.
The Goal of Measuring Customer Perception
The main goal of customer perception surveys is to find a common pattern of likes and dislikes between customers. By identifying how customers and non-customer describe your brand, you can make changes to your marketing and business strategy accordingly.
💡 The Key Takeaway: Put simply, a survey to test customer perception measures how a target audience perceives a brand, whether it be positive or negative. It’s key for brands to be aware of these opinions, so they can understand how to better alter their image.
Why Improving Customer Perception Matters
There are many reasons why customer perception is so important. Studies show, 1 in 3 customers will leave a brand they love after just one bad experience.
Many companies worldwide view this statistic as the main turning point in customer behavior. Either they stay with the business, or they have one bad experience and try somewhere else.
I’m sure many of you reading this blog have had one experience before that caused you to not go to that business after that. The same can be said of your customers.
While we all have bad days and not every business interaction is perfection, too many of these situations can lead to poor customer retention.
Even worse, those customers can turn into brand detractors who advise their friends and families not to use your products or services.
Herein lies the importance of conducting customer perception surveys. They provide a baseline of knowledge that helps your company perfect its image to target buyers.
💡 The Key Takeaway: Many consumers will not tolerate even one negative experience with a business. A customer brand perception survey allows you to gain important insights from the shopper’s perspective–and will help you avoid these negative experiences altogether.
How to Conduct a Customer Perception Survey
1. Kickoff Meeting
The kickoff meeting takes 30-60 minutes, which is all it takes Drive Research to create a connection with its client.
The main objective of this meeting is to set standards and understand which topics to focus the most on in the survey.
This section is included inside of the main objective, where you set up a timeline and key aspects of the survey.
It’s important to update the document containing all of the progress you've made throughout the time the survey is created.
3. Writing the Customer Perception Survey
There are 3 things to keep in mind while writing your customer survey draft.
- Number 1 is to keep the questions short and sweet. Readers are going to get annoyed with long wordy questions they may have to read twice to understand, so keep it concise.
- Number 2 is a focus on close-ended questions. Yes/No or Maybe answers are always better to keep track of in these survey answer pools.
- Number 3 is keeping the length of everything short. Just like in number 1, no one likes a long wordy run-on question, so keep it short so people enjoy the survey.
4. Programming the Customer Perception Survey
After the survey has gone live, you then need to program it into an online form so users can reach it online.
Double checking that all the questions are there and the formatting is as it should be, then you are all set to go ahead and post the survey online.
At this point, all of the surveys are sent out to remaining customers, as you wait for the responses to come in.
A live data link can be used to show users and your company's employees how the survey is going.
Right as the surveys are sent in, the link is updated with the new data.
6. Analysis & Reporting Survey Findings
Before beginning the analysis or reporting stages, it is important to clean your survey data.
Checking to see if there were any erroneous responses is something you should definitely do before reporting your data.
You don’t want any unfortunate responses finding their way into the final report.
Once the data is cleaned, a market research report is created to detail key findings from the customer perception survey.
7. Debrief Meeting
Drive Research sets up a debrief meeting with our clients to walk through the report page by page, supplying key stakeholders with our interpretations, action items, and takeaways.
💡 The Key Takeaway: Partnering with a third-party research team takes the extensive workload off of you, while still allowing you to be involved in the process. Each step listed above serves an important function in creating a customer perception survey questionnaire.
Drive Research is a full-service market research company specializing in Voice of Customer methodologies. Our team of certified professionals partners with organizations across the country to deliver insights on customer perception, brand awareness, customer satisfaction, and more.
Interested in learning more about our services? Contact our market research firm today.
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