Marcomms should address the Customer Perceived Risk for better engagement

Courtesy: managementfunda.comWhat is meant by Perceived Risk?

The perceived risk is the gap between customer expectation & experience. 

  • Customer Perception – Is the product matches or fulfilling my expectation?
    Marketing communcation plays a key role in changing consumer perception about the product. Communicating effecitvely about, how the products solves the problem of consumer is very very essential. For B2C audience, the marketing communication should talk about features & benefits. For B2B, it should be more of case studies
     
  • User Friendly – Hww easy the customer can engage / interact with the product?
    The Consumer of the product of different age. How easy to use the product needs to be addressed in the communication  
     
  • Value for money –  Is the product delivers value for money – We are in the information age & cutting edge competitive world. The Value Proposition of your product with others needs to be addressed
     
  • Brand – What status do i make to others, by using the product. This is very important in luxury items
  • Safety & Security – Is it product is safe & secure for me
     
  • Customer Support – Pre Sale & Post Sale Customer Support 
     
  • Measure – Measure your Communcation effectiveness. Is that addressed the Perceived Risk 

Perceived Risk – Does Products & services matches consumers expectation?

To acquire and retain the consumer, it is important understand consumer perception towards the product. whether the product & service ful-fill their requirements. 

How to build Postive Consumer perception towards the products?

  • Value the Product delivers – By communicating the product features & benefits without sales pitch
  • Brand Value – By communicating the brand value & credibility like awards 
  • Word of Mouth – What Consumers say about the product has to be communicated through social media 
  • Free Trial – Allowing the prospects to experience the product to avoid perceived risk 
  • Transparency – Communicating the price point clearly 
  • Relationship – Communicating the kind of support deliver 

Below analyses helps to study the visitor behavior

  • Understand how the new visitor navigate the site
  • Understand what info they are looking for
  • What is te Avg. Pages/Visit of visitors
  • Where they exit?