Customer Expectation vs. Customer Perception

Attribute	Customer Expectation	Customer Perception
Definition	The anticipated or desired outcome or experience that a customer has in mind when interacting with a product or service.	The subjective assessment or understanding of the actual outcome or experience that a customer perceives after interacting with a product or service.
Formation	Based on customer needs, desires, past experiences, marketing messages, and brand reputation.	Formed through personal experiences, interactions, and observations with the product or service.
Subjectivity	Varies from customer to customer and can be influenced by individual preferences and expectations.	Subjective and can differ among customers based on their unique perceptions and interpretations.
Pre-purchase	Customers form expectations before making a purchase decision.	Customers may have initial perceptions based on marketing messages or word-of-mouth before experiencing the product or service.
Post-purchase	Customers compare their actual experience with their initial expectations.	Customers evaluate their experience and compare it to their initial expectations.
Influence	Can be influenced by marketing, advertising, brand reputation, and customer reviews.	Can be influenced by personal experiences, interactions, and word-of-mouth recommendations.
Measurement	Difficult to measure precisely as it involves subjective factors and individual perceptions.	Can be measured through customer surveys, feedback, ratings, and reviews.

Introduction

Customer expectation and customer perception are two crucial aspects of the customer experience that businesses need to understand and manage effectively. While they are related, they represent different stages in the customer journey and can have a significant impact on customer satisfaction and loyalty. In this article, we will explore the attributes of customer expectation and customer perception, highlighting their differences and importance in shaping the overall customer experience.

Customer Expectation

Customer expectation refers to what customers anticipate or believe they will receive from a product, service, or brand. It is influenced by various factors, including previous experiences, marketing communications, word-of-mouth, and personal needs and desires. Customer expectations can be explicit or implicit, rational or emotional, and can vary across different customer segments.

One attribute of customer expectation is that it is often shaped by the promises and commitments made by businesses through their marketing efforts. For example, if a company advertises fast and reliable delivery, customers will expect their orders to arrive within the promised timeframe. Similarly, if a brand positions itself as a provider of high-quality products, customers will have higher expectations regarding the durability and performance of those products.

Another attribute of customer expectation is that it can evolve over time. As customers interact with a brand or gain exposure to new products and services, their expectations may change. For instance, advancements in technology may raise the bar for what customers consider as standard features or functionalities in a product. Therefore, businesses need to stay attuned to these evolving expectations and continuously adapt their offerings to meet or exceed them.

Furthermore, customer expectation can be influenced by the expectations set by competitors. If a competitor offers a superior customer experience or introduces innovative features, customers may expect similar or better experiences from other brands in the same industry. This highlights the importance of monitoring the competitive landscape and understanding customer expectations within the broader market context.

Lastly, customer expectation can have a significant impact on customer satisfaction and loyalty. When businesses meet or exceed customer expectations, it can lead to positive experiences, increased satisfaction, and repeat purchases. On the other hand, failing to meet customer expectations can result in disappointment, negative word-of-mouth, and loss of customers to competitors.

Customer Perception

Customer perception, on the other hand, refers to how customers interpret or make sense of their experiences with a product, service, or brand. It is subjective and can vary from one individual to another. Customer perception is influenced by a combination of personal beliefs, attitudes, emotions, and the actual interactions with the business.

One attribute of customer perception is that it is shaped by the customer's expectations. When a customer's experience aligns with their initial expectations, it tends to result in a positive perception. For example, if a customer expects a restaurant to have a cozy ambiance and excellent service, and these expectations are met, they are likely to perceive the restaurant positively. On the other hand, if the experience falls short of their expectations, it can lead to a negative perception.

Another attribute of customer perception is that it can be influenced by various touchpoints throughout the customer journey. Each interaction with a brand, whether it's browsing a website, contacting customer support, or receiving a product, contributes to the overall perception. Therefore, businesses need to ensure consistency and excellence across all touchpoints to create a positive and cohesive customer perception.

Furthermore, customer perception can be influenced by the opinions and experiences shared by others. Word-of-mouth, online reviews, and social media discussions can shape how customers perceive a brand. Positive reviews and recommendations can enhance customer perception, while negative feedback can create doubts and skepticism. Therefore, businesses need to actively manage their online reputation and address customer concerns promptly to maintain a positive perception.

Lastly, customer perception plays a crucial role in shaping customer loyalty and advocacy. When customers perceive a brand positively, they are more likely to become loyal customers, make repeat purchases, and recommend the brand to others. On the other hand, negative perceptions can lead to customer churn and damage the brand's reputation in the long run.

Conclusion

Customer expectation and customer perception are two interconnected aspects of the customer experience that businesses must understand and manage effectively. While customer expectation represents what customers anticipate or believe they will receive, customer perception reflects how customers interpret their actual experiences. Both customer expectation and perception can significantly impact customer satisfaction, loyalty, and advocacy. By aligning their offerings with customer expectations and consistently delivering exceptional experiences, businesses can create positive customer perceptions and build long-term relationships with their customers.