“There are no facts, only interpretations.” Nietzsche

If we think that we’re doing the right things for our customers, but we’re not in touch with our customer’s perceptions of our service, then we’re vulnerable to customer drift. We may have forgotten this critical service principal- “Perception is reality.” Our customers are making decisions based on their reality, not based on our good intentions.

For example, you may think that your “Customer Appreciation Days” send all the right messages. How could they be seen in a negative light? For starters, if your special days still include your poor parking, rude staff and misleading promotions, you may be seen as having little interest in your customers. They perceive that your “customer appreciation” is just a sales gimmick and that it has no basis in the important elements of customer service.

How do you determine your customer’s perception of service? If you really want to know what they think, give them opportunities to express themselves without revealing themselves. Then you can harmonize your intentions with their perceptions.