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Glossary of Marketing Terms

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Customer Perception Survey

Customer perception survey comes in. By collecting feedback directly from customers, businesses can gain valuable insights into how their brand, products, and services are perceived in the market. This type of survey helps companies understand customers' attitudes, opinions, and preferences, allowing them to make informed decisions to enhance their offerings and improve overall customer satisfaction.

What is a customer perception survey?

A customer perception survey is a tool used to measure how customers view and experience a company's products or services. This type of survey gathers data on customer opinions, feelings, and attitudes towards various aspects of a business, including its brand, customer service, and overall market presence. By understanding how customers perceive a brand, companies can make informed decisions to improve their offerings and customer service experience.

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What are types of perception surveys?

Types of perception surveys:


  • Customer Satisfaction Survey: Measures overall satisfaction with a product or service. It includes questions about the customer's experience, quality of the product, and whether their expectations were met. ‍
  • Brand Awareness Survey: Assesses how well customers recognize and remember a brand. This survey can measure the effectiveness of marketing efforts and the level of brand visibility in the target market. ‍
  • Customer Service Experience Survey: Focuses on the customer's interactions with a company's support or service team. It evaluates the quality, responsiveness, and efficiency of customer service. ‍
  • Product or Service Feedback Survey: Gathers detailed feedback on specific products or services. This survey aims to understand customer satisfaction with particular features and functionalities. ‍
  • Brand Perception Survey: Evaluates how customers perceive the overall brand. It looks into brand image, trustworthiness, and reputation in the market.

What are the 4 steps to improve customers’ perception of your brand?

The 4 steps to improve customers’ perception of your brand:


1. Enhance customer service experience

  • Training: Invest in training programs for customer service teams to ensure they provide knowledgeable, courteous, and efficient support. A positive customer service experience directly impacts how customers perceive your brand. ‍
  • Responsiveness: Implement systems to ensure timely responses to customer inquiries and issues. Use CRM software to track and manage customer interactions effectively. ‍
  • Personalization: Personalize customer interactions to make customers feel valued. This could involve using their names, remembering past interactions, and providing tailored recommendations.

2. Improve product or service quality

  • Quality assurance: Establish robust quality assurance processes to ensure your products or services consistently meet or exceed customer expectations. This can lead to positive customer perception. ‍
  • Customer feedback: Regularly solicit feedback through customer satisfaction surveys to identify areas for improvement. Use this feedback to refine and enhance your offerings. ‍
  • Innovation: Stay ahead of market trends by innovating and updating your products or services to meet evolving customer needs.

3. Effective marketing efforts

  • Targeted campaigns: Use data-driven insights to create marketing campaigns that resonate with your target market. Understand the demographics, preferences, and behaviors of your target audience to craft relevant messages. ‍
  • Brand messaging: Ensure consistent and clear brand messaging across all marketing channels. Highlight the unique value propositions of your brand. ‍
  • Brand awareness: Conduct brand awareness surveys to measure how well your brand is recognized and remembered. Use these insights to strengthen your marketing strategies.

4. Monitor and address online reviews

  • Active monitoring: Regularly monitor online reviews on platforms like Google, Yelp, and social media. This helps you stay aware of customer opinions and address any negative feedback promptly. ‍
  • Engagement: Engage with customers who leave reviews, both positive and negative. Thank those who leave positive reviews and address the concerns of those who leave negative ones. ‍
  • Improvement: Use insights from online reviews to make tangible improvements in your products, services, and customer service experience.

What are the ways to measure customer perception?

The ways to measure customer perception:


  • Customer satisfaction surveys: Regularly deploy customer satisfaction surveys to gather feedback on various aspects of the customer experience. Analyze the data to identify trends and areas for improvement. ‍
  • Online reviews: Monitor online reviews on platforms like Google, Yelp, and social media. These reviews provide real-time insights into how customers perceive your products or services. ‍
  • Social media monitoring: Use social media listening tools to track mentions of your brand and gather insights into customer sentiment. Analyze these mentions to understand how customers perceive your brand in real-time. ‍
  • Net Promoter Score (NPS): Measure your Net Promoter Score by asking customers how likely they are to recommend your brand to friends and families. This metric provides a clear indication of overall customer satisfaction and loyalty. ‍
  • Focus groups: Conduct focus groups with a sample of your target audience to gather in-depth insights into customer perceptions. These discussions can reveal detailed opinions and attitudes that surveys might miss. ‍
  • Customer feedback forms: Use feedback forms at various touchpoints (e.g., after a purchase or customer service interaction) to gather immediate feedback on specific experiences. ‍
  • Market research: Conduct comprehensive market research to understand broader trends and perceptions within your target market. This can include competitor analysis to see how your brand stacks up against others.

What is the purpose of customer perception survey?

The purpose of a customer perception survey is multifaceted, but primarily it aims to gather valuable insights into how customers perceive a brand, its products, and its services. Here are the key purposes of conducting a customer perception survey:


  • Understanding customer sentiment: Customer perception surveys help businesses understand how customers feel about their brand. They provide insights into customers' attitudes, opinions, and emotions regarding various aspects of the brand experience. ‍
  • Identifying strengths and weaknesses: By collecting feedback through perception surveys, businesses can identify both strengths and weaknesses in their products, services, and overall brand image. This information is invaluable for strategic planning and improvement efforts. ‍
  • Measuring customer satisfaction: Perception surveys often include questions related to customer satisfaction, allowing businesses to gauge the level of satisfaction among their customers. This helps in assessing the effectiveness of current strategies and initiatives. ‍
  • Informing strategic decision-making: The data collected from perception surveys provides valuable information that can inform strategic decision-making processes. Businesses can use insights from these surveys to prioritize areas for improvement, allocate resources effectively, and develop targeted strategies to enhance the overall customer experience. ‍
  • Enhancing brand perception: Perception surveys help businesses understand how their brand is perceived in the market. Positive perceptions lead to increased brand loyalty, advocacy, and trust, while negative perceptions can damage brand reputation. By addressing areas of concern identified in the survey, businesses can work towards improving brand perception. ‍
  • Driving customer loyalty and retention: Understanding customer perception allows businesses to identify factors that contribute to customer loyalty and retention. By focusing on improving these aspects, businesses can strengthen customer relationships and increase customer lifetime value. ‍
  • Benchmarking performance: Perception surveys provide benchmarks against which businesses can measure their performance over time. Regularly conducting these surveys allows businesses to track changes in customer perception and assess the impact of initiatives implemented to improve the customer experience.

Why is customer perception survey important?

Customer perception survey is important:

  • Measuring customer perception: Understanding how customers perceive your brand, products, or services provides valuable insights into areas of strength and opportunities for improvement. Knowing the factors that contribute to positive customer perception helps maintain and enhance those aspects. ‍
  • Improving customer perception: Insights from perception surveys can guide efforts to improve the customer experience. For example, if a survey reveals that customers perceive the customer service experience as lacking, a company can take steps to enhance service quality and responsiveness. ‍
  • Informing marketing efforts: Understanding customer perception aids in crafting more effective marketing strategies. By knowing what resonates with the target audience, businesses can tailor their messaging and campaigns to better align with customer preferences and expectations. ‍
  • Enhancing customer satisfaction: Customer perception surveys are closely linked to customer satisfaction surveys. By regularly measuring and addressing customer perceptions, businesses can increase overall satisfaction and loyalty. ‍
  • Building brand loyalty: Positive customer perception is crucial for brand loyalty. If customers have a favorable view of your brand, they are more likely to make repeat purchases and recommend your products or services to friends and families. ‍
  • Gaining competitive advantage: By continuously measuring and improving customer perception, businesses can differentiate themselves from competitors. Understanding what customers value helps in offering unique and compelling products or services that stand out in the market. ‍
  • Addressing poor customer experiences: Identifying areas where customer perception is negative allows businesses to take corrective actions. Addressing issues that lead to poor customer experiences helps in mitigating negative online reviews and improving overall brand image. ‍
  • Guiding product development: Feedback from product or service feedback surveys can directly influence the development and refinement of offerings. Understanding how customers perceive various features helps in prioritizing enhancements that will have the greatest impact.

How to identify and measure customer perception?

Ways to identify and measure customer perception:


  • ‍Survey templates: Use well-designed survey templates to gather feedback from customers about their perceptions of your brand. These templates should include questions about various aspects of the customer experience, from product quality to customer service. ‍
  • Customer satisfaction survey: Conduct regular customer satisfaction surveys to measure overall satisfaction with your products or services. These surveys provide valuable insights into areas where you excel and areas that need improvement. ‍
  • Brand perception survey: Deploy brand perception surveys to understand how customers perceive your brand. These surveys can assess brand image, trustworthiness, and overall reputation in the market. ‍
  • Brand awareness survey: Use brand awareness surveys to measure the recognition and recall of your brand within your target market. This helps in understanding how well your marketing efforts are working.

How to design a customer perception survey? Β 

Here's a roadmap to design an effective customer perception survey that gathers valuable insights about your brand, product, or service:

Define your goals and target audience:

  • What aspects of perception do you want to understand? Are you interested in brand image, product strengths/weaknesses, or customer satisfaction overall? Clearly define your goals before crafting the survey.
  • Who are you surveying? Identify your target audience for the survey. Different customer segments might have varying perceptions, so tailor the survey to their specific experiences.

Crafting your survey questions:

  • Start with open-ended questions: These encourage detailed responses and uncover the "why" behind customer perceptions.
  • Example: "What words or phrases come to mind when you think of our brand?"
  • Use a mix of question formats: Include closed-ended questions (multiple choice, Likert scale) to gather specific data and allow for statistical analysis.
  • Example: "How likely are you to recommend our product to others?" (Very Likely, Somewhat Likely, Neutral, Somewhat Unlikely, Very Unlikely)
  • Brand comparison (optional): If relevant, include questions that compare your brand to competitors.
  • Example: "How would you rate our brand's customer service compared to competitor X?" (Better, Worse, About the Same)
  • Keep it concise and engaging: Aim for a short survey (ideally under 10 minutes) to maintain customer interest and improve completion rates.

Structuring the survey:

  • Logical flow: Structure the survey logically, with a clear introduction, smooth transitions between question types, and a concluding thank you.
  • Visual appeal: Use clear formatting, spacing, and consider using visuals (like simple icons) to enhance readability.

Pre-Launch considerations:

  • Pilot test: Run a pilot test with a small group of customers to identify any issues with the survey before full launch.
  • Mobile-friendly: Ensure the survey is optimized for viewing and completion on mobile devices, as many users access surveys on their phones.

Distribution and promotion:

  • Choose the right channel: Select a distribution channel that aligns with your target audience. Options include email, website pop-ups, in-app prompts, or social media.
  • Personalization: Whenever possible, personalize the survey invitation with the customer's name to increase response rates.
  • Incentivize participation: Consider offering incentives (discounts, loyalty points) to encourage customers to complete the survey.


What are the types of customer perception surveys?

Brand image surveys:

  • Focus: These surveys delve into the overall image and reputation of your brand in the marketplace.
  • Goals: Understand brand associations, brand awareness, and brand differentiation compared to competitors.
  • Examples:
  • "What words or phrases come to mind when you think of our brand?" (Open-ended)
  • "How would you rate our brand on factors like trustworthiness, innovation, and customer service?" (Likert scale)

Product perception surveys:

  • Focus: These surveys explore customer perceptions of your specific product or service.
  • Goals: Identify strengths, weaknesses, and areas for improvement compared to alternatives.
  • Examples:
  • "What are the top 3 features you value most about our product?" (Open-ended)
  • "How likely are you to recommend our product to a friend or colleague?" (Likert scale)
  • "How does our product compare to brand X on factors like ease of use and features?" (Multiple choice)

Customer satisfaction surveys (CSAT):

  • Focus: These surveys measure customer satisfaction with a specific interaction or experience (e.g., recent customer support interaction).
  • Goals: Gauge customer sentiment towards a particular touchpoint and identify areas for improvement.
  • Examples:
  • "How satisfied are you with the recent help you received from our customer support team?" (Likert scale)
  • "On a scale of 1 to 10, how likely are you to recommend our service to others after this experience?" (Single-question format)

Brand comparison surveys:

  • Focus: These surveys directly compare your brand to competitors on various attributes.
  • Goals: Identify your competitive advantage, understand customer purchase decisions, and uncover areas where competitors might be stronger.
  • Examples:
  • "When considering [product category], which brands come to mind first?" (Multiple choice)
  • "How would you rate our brand's durability compared to competitor X?" (Likert scale)

Brand awareness surveys:

  • Focus: These surveys assess how familiar customers are with your brand and its offerings.
  • Goals: Measure brand recognition, understand target audience awareness, and identify potential reach gaps.
  • Examples:
  • "Have you heard of our brand [Brand Name] before?" (Yes/No)
  • "What product category do you associate with our brand?" (Open-ended)

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