I Spy Something Blue and Black: Perception Versus Science
Which side of the great dress debate did you argue last week: white and gold, or blue and black? How could something that seemed so obvious to so many be so controversial?
As many of us learned, color perception can depend on such factors as how our eyes receive light, how our brains process information, the brightness of the room in which we saw the image, the appearance of other items on the computer screen we viewed and more. In other words, it’s complicated.
Consider, then, how much more complicated it is to accurately “perceive” the multichannel customer experience. If our eyes can deceive (some of) us into thinking that a blue and black dress is white and gold, how can we be certain that our perceptions about customers—and actions they are likely take in the future based on their recent experiences with us—are accurate?
To take it a step further, if perceptions can be so inaccurate, how likely is it that business initiatives based on perceptions will be effective? If you have ever acted on customer feedback alone to inform business decisions that you later discovered did more harm than good, you already know the answer.
Because what you see isn’t always what you get. Sometimes, you need to sit back and listen to the science in order to truly understand why your perception may be leading you astray (it was blue and black, after all). With the dress, there was nothing at stake. But when it comes to your business, are you willing to take that risk?
That’s why we we tell our clients to make decisions based on measured experiences over feedback alone. Our proven approach to measuring customer experiences provides a cause-and-effect framework that produces specific, quantifiable data about how changes to a process or service will increase customer satisfaction.
Say you’re an online retailer, and you sell dresses. Everyone rates their satisfaction with your prices at the middle of board, and they mention in open-ended feedback that they found lower prices for similar products on some of your competitor’s websites. They also rate their satisfaction with your product presentation on the lower end, but when it comes to everything else about your business—your shipping costs, your customer service, and your return policy—they say they’re highly satisfied.
The science behind our proven methodology says that most people are going to say your prices are too high (everyone wants a deal, right?), but your customers would be more satisfied and more likely to purchase from you in the future if you improved the quality of your product descriptions by adding better product imagery and product reviews—an initiative that will likely cost less than the potential lost revenue of lowering product prices across the board.
Everyone has an opinion, but sometimes science proves them wrong. ForeSee’s proven customer experience analytics and employee experience measurement helps businesses cut through the noise and act with confidence. With ForeSee, seeing is believing.