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ITIL :: View topic - Difference between customer preferences and perceptions?
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Difference between customer preferences and perceptions?

 
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mbalmer
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PostPosted: Tue Sep 25, 2012 1:01 am    Post subject: Difference between customer preferences and perceptions? Reply with quote

Hi

I was confused by this even after clearing my ITIL foundation - what is the difference between customer preferences and customer perceptions, which are 2 of 3 aspects of value, in Service Strategy?
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Diarmid
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PostPosted: Tue Sep 25, 2012 1:31 am    Post subject: Reply with quote

Someone wrote a piece on perception management in the ITSMF magazine a few years ago, but I don't know how to find that now.

I'm not clear where you are confused because the terms perception and preference seem quite clear. Can you give an example of where they seem confused?
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mbalmer
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PostPosted: Tue Sep 25, 2012 6:46 pm    Post subject: Reply with quote

Umm..say we are talking about an e-commerce website. What will be examples of customer preference and customer perception? For e.g., I prefer free shipping and if the site delivers that, my perception is that the site has free shipping? How are the 2 different, in terms of value?
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Diarmid
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PostPosted: Tue Sep 25, 2012 8:02 pm    Post subject: Reply with quote

Your example has nothing to do with IT service or ITIL. It is about commerce. I dare say we all have opinions but there is no reason why anyone on this site should have expertise in that area.
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UKVIKING
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PostPosted: Tue Sep 25, 2012 9:10 pm    Post subject: Reply with quote

MBalmer

To be the beaarer of all truth here is the difference

The customer has a perceptions that the company underlying the eCommerce site is blood sucking, profit seeking, soul destroying organization which does not care whether their customers have food or clothing as long as they buy their products on line

The customer preference is to use a Credit card for purchases on the eCommerce site. The delivery method preference is via a preferred carrier such as DHL or UPS. The delivery location is my house

Any questions as to the difference ?

The perception has nothing to do with the preference and verse vica
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MikkoH
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PostPosted: Tue Dec 11, 2012 6:00 pm    Post subject: Reply with quote

mbalmer wrote:
Umm..say we are talking about an e-commerce website. What will be examples of customer preference and customer perception? For e.g., I prefer free shipping and if the site delivers that, my perception is that the site has free shipping? How are the 2 different, in terms of value?


Well, I'll try to help you here.

Let us say the e-commerce website is known to be expensive in their deliveries but very safe, and always in time as another e-commerce is know to be cheap, late on delivery and generally bad service.
<-Perceptions

Now these 2 e-commerce websites offer free shipping... Preference
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