Did you know that customer satisfaction is a perception. That means if your product is superior, it doesn’t necessarily translate to better customer satisfaction.
Roger Dooly from Neuromarketing did a very interesting post on the subject you should definitely check out.
What it basically says is how the origin of a wine affects its perceived quality. An experiment by Cornell professors Brian Wansink and Collin Payne showed that.
In the experiment, two groups of diners were served identical wines. Both of the groups are told that the wine is from Noah’s Winery (a non-existent brand) and the only difference is one group was told the wine was made in California and the other group was told that the wine was made in North Dakota.
Needless to say, the california brand received higher ratings because California is thought of as a state that produces good wines. But more interesting is the "Spillover Effect".
As it turns out, that perception not only affects the wine, it also affects other products. In the experiment, people who were told their wine was made in Californua ate 11% more food and there’s aa higher chance they would return.
If you think the experiment has got to be flawed, think again. A similar experiement was conducted on MBA students and the results were similar.
So what has this got to do with your business?
Well, we now know that small act of kindness DO have big impacts due to the spillover effect. Pleasantly surprise your customers and they can return the favor 10 times over.
Also, what can you do now in your business to change a little perception about your business? Building a professional website, for example, might raise customer satisfaction because their perception. In fact, you can easily increase conversions just by revamping your websites.
What do you think?
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