Businesses can focus on changing consumer attitudes for a variety of reasons. Declining sales, increasing complaints about products or services, and new or renewed competition in the marketplace may require a close examination of the reasons underlying trends related to sales. consumer perceptions and attitudes.
Deciphering the cause of negative perceptions requires proper planning and a commitment to make the necessary changes to ensure success.
Tips to change consumer attitudes
For small businesses, analyzing consumer behavior becomes an essential part of developing a targeted marketing and promotional campaign.
1. Identify consumer perceptions.
In order to develop an action plan to change consumer attitudes, you need to understand current perceptions of products and services. Evaluate captured feedback, such as customer service contact statistics regarding complaints and concerns. Service businesses can leave comment cards for customers to complete and mail. Use surveys, paper and electronic, and focus groups to receive an accurate representation of problems or concerns that may exist.
2. Collect data for interpretation.
Interpretations derived from statistical data can provide immediate feedback regarding possible product or service defects. Evaluate the survey responses to obtain information related to the opinions and perceptions of consumers about the products or services of the business. Focus on recurring or common problems experienced by customers. Find the common thread between complaints and negative perceptions. Determine if a negative consumer attitude is the result of employee carelessness or product deficiencies.
3. Create an action plan.
Once you have identified consumer perceptions, develop a plan to improve the areas where consumer perceptions reflect a negative attitude toward your business, product, or service. This can include better training of employees to handle concerns and help cultivate customer loyalty. Involve product development in necessary product improvements. Enlist the help of your marketing department to develop campaigns aimed at increasing brand awareness and solving common concerns.
4. Share vital information with your employees.
Educate the appropriate staff on the goals of any new campaign or promotion. Ensure that customer service representatives understand the impact of creating a positive customer environment. Changing consumer attitudes is essential to ensure future loyalty and create a safe work environment.
5. Measure the success of customer service.
Use customer service metrics as a way to measure success. This can include tracking incident reports, positive feedback, and complaints. Signs of a change in consumer attitudes include reduced complaints and increased sales.