Viktoria street – Gothenburg by Kristofer Ristolainen
What sells is the limited depth of the field. Which is like a customer's perception of a healthy company or product.
They see what is important and central to the brand or service — but they also see it against the context of a background.
For example, over the last two years, Ford climbed 35 percentage points while Toyota dropped 46 percentage points, according to a recent survey from Consumer Reports.
The things that matter most to consumers, which helped Ford close the gap, according to the study, are safety (65 percent), quality (57 percent) and value (51 percent). Toyota remained strong in environmental friendliness, a category that continues to become less important to consumers.
Do those things well, and the perception of your organization improves.
What impacts customer perception most? Failing to deliver on a promise.