Customer Perception Can Make a Business Thrive


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Hand turning a service level knob up to the maximum with a dial where it is written the word satisfaction. Concept image for illustration of Key Performance Indicator, KPI or customer loyalty.
Image credit: Olivier Le Moal / Adobe Stock

In 2018, a purchase is never just a purchase anymore, it is an experience. Customers are no longer satisfied with generic products. They want things to fit into their personal lifestyle and to magically solve issues that may or may not have known they had. The modern age of commerce thrives on customer experience.

To ensure that a business is successful, the potential customers have to be drawn in by any means necessary. Make them curious, intrigue them, give them a nice cozy feeling, but make it memorable because they’re going to focus on another product in a matter of seconds.

Build an Identity for Your Business

If commerce is based on experiences, then businesses must be “somebody” rather than “something” so that customers can relate to them easily. This means building an identity for your business. Buy a brand name that is perfectly suited to the fine details of your product.

Think about what makes your product unique, special, and different from the others and make it part of the brand’s identity. Having something that at least hints at this in the brand name ensures that your potential customer base will remember this specific element.

This is an extremely important step because it can define the entire outcome of the brand’s performance. Evaluate potential names together with the PR and marketing strategy. Your final choice is the name that can enhance this strategy, but take your time and analyze all the options.

Build a Marketing Strategy for the Customers 

Once you have the name and the outline of the marketing strategy, it is time to sediment the main elements of the brand’s identity. Use them as the cornerstones of the marketing campaigns. You can assume that customers are already familiar with the outline of the product you are selling, so your goal is to make them see how your product is better than the competitors.

An excellent way to do that is adapting their perception of the product so that they relate to it. Your goal is to make them feel like they’ve already used the product and loved it, which should leave them wanting more. While this might seem like an overwhelming task, it can be done by understanding the target audience.

Find Out Everything About Your Target Audience

Your target audience represents all of your potential customers. The better you get to know them, the better you will know how they could relate to your product. This will end up being extremely useful because the secret to a successful campaign lies in the details.

Target audience analysis requires technical support, which will relay detailed reports about how your potential clients interact with your product or to products from the same category. For instance, if the time they spend on a product page is short indicates that you have to get their attention from the first few seconds because you might lose them otherwise.

Make Your Brand Visible to Your Customers

Regardless of the type of business you’re running, your customers must be able to interact with it in the virtual spaces they are familiar with. Bring your brand into their social media feed in a way that makes them remember you!

As we have mentioned above, they first need to feel something in connection to the brand. They have to relate to it and then they must have a reaction to it. The way you can generate this reaction is via social media posts and marketing campaigns.

As you can see, a business must be in contact with its potential customers to thrive. Understanding as much as possible about them and building a strategy that focuses on their needs, their wishes, and their boundaries can make your product a success.

Philip Piletic
I have several years of experience in marketing and startups, and regularly contribute to a number of online platforms related to technology, marketing and small business. I closely follow how Big Data, Internet of Things, Cloud and other rising technologies grew to shape our everyday lives. Currently working as managing editor for a UK tech site.


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