Perception ≠Reality

In business, perception is everything.

We’ve all heard the phrase “perception over reality” or some derivative, right? Well, in “reality,” that phrase is a lie. Perception does not equal reality. But in business, it just might. Ivanka Trump once said, “Perception is more important than reality. If someone perceives something to be true, it is more important than if it is true.”

While this quote has often been criticized, there is some truth. This is because building a great product or company isn’t enough. If people have a negative perception of your business or product, then it’s all for naught. So, what is customer perception, and why does it matter more than reality in business?

What is Perception, and Why Is It Important?

Perception refers to customers’ opinions about your business or products and starts when prospects collect information about your business or product based on advertisements, reviews, and social media feedback. Consumers then interpret the information collected to develop an impression about your brand and its offer.

You can identify and optimize your customer journey by monitoring perception. Everything your business does can affect customer perception, from your website color schemes to your logo, business cards, and beyond. In the world of hiring/talent acquisition, how do you interact with potential candidates?

If you decide to never respond to an applicant or ghost a candidate after interviewing, the perception is that you don’t care about the candidate. And in turn, you are not open, transparent, or even caring about your employees.

The problem with perception is that people process information through a filter of personal experience and preferences. Perception is typically influenced by online reviews, social media, influencer marketing, the company’s mission and values, customer support, and personal experience.

How to Create + Maintain a Positive Perception

There are a few steps that will put you on the right track to creating and maintaining a positive customer perception while increasing brand awareness.

Create a personalized customer experience. In an age where consumers are bombarded with choices, treating people as individuals and delivering tailored offers can mean the difference between a successful and unsuccessful business. In the case of TA, letting candidates know where they stand within a decent timeframe. Anything after three business days becomes unacceptable, and you lose interest from the candidate, creating a bad candidate experience.

Create an emotional connection with your customers. According to Harvard Business Review, emotionally engaged customers are three times more likely to re-purchase and recommend a product or service. These days, brands that appeal to the customers’ emotions thrive the most and have the best possible chances to boost positive perceptions.

Collect feedback. You can’t create a positive customer perception without knowing what your customers think about your brand. Collecting feedback can measure customer satisfaction, show your customers you value their opinions, and create a positive brand perception.

Improve your service. In a competitive market, it’s safe to say that customer service quality is one of the definitive drivers of your business’s profitability.

Monitor all online brand mentions. Collecting and reacting to every online public mention of your brand is one of the most significant ways to manage customer perception proactively. You can monitor social media mentions and nip all negative reviews thanks to many online tools such as Awario, Talkwalker Alerts, or Brandwatch.

FOLLOW UP AND FOLLOW THROUGH. If you say you are going to do something, do it. I write everything I say I will do so a) I don’t forget, and b) my word is all I have, and I want to be seen as trustworthy. Following up with a client or candidate will significantly enhance your business’s perception.

Customer perception isn’t just a key element to consider — it’s everything. A swing in customer perception will likely lead to lost revenue and reputation and, ultimately, damage your brand. In that case, no amount of work on reputation or product quality will improve their perception. While on the other hand, positive customer perception helps you create a prosperous business that reaches its full potential.

It’s hard to understand that another person perceives the world differently. We understand differences in perception conceptually, but things become more complicated when tested in a practical situation. This happens because we spend our entire lives interacting with the world around us through our perceptions, and our perceptions guide our behaviors.