A garden center employee assisting a customer shopping for plants | Zorica Nastasic, via iStock
In business, there’s a timeless truth: perception is reality. This axiom highlights the power of how your customers see your business and your brand. Their perceptions, whether objective or influenced, shape beliefs, biases, and emotions that directly impact your business. As an owner, understanding and shaping these perceptions isn’t just important — it’s essential.
Why Customer Perceptions Matter
Your customers’ views lay the groundwork for your business’s reputation. These impressions affect everything from marketing strategies to day-to-day operations. Understanding and influencing perceptions can lead to success, but only if you know what they are, and are able to benchmark changes from year to year. This was a key focus in the first-ever “State of Succession and Exit Planning in the Horticulture Industry” survey unveiled by PivotPoint Business Solutions and Greenhouse Grower at Cultivate’24. The response was astounding — fewer than 10% of responding businesses annually measure customer satisfaction using formal electronic/written surveys.
The Value of Data-Driven Feedback
Relying on verbal feedback is common, but it doesn’t provide the depth or consistency of formal surveys. Surveys offer measurable insights, allowing you to track changes year-over-year. This isn’t just about maintaining customer goodwill and someone’s recollection of all the great face-to-face (and therefore biased) conversations over the years. It’s also about ensuring you have the data to support growth and address issues proactively.
The Ten Truths of Customer Perception
1. Your Net Promoter Score (NPS) Matters
You’ve seen them before. A survey where the first — and sometimes only — question is, “On a scale of 0-10 – where 10 represents a definite yes – how likely are you to recommend our company to family, friends, or colleagues?” That’s the backbone of NPS. High scores (9-10) mean advocates who’ll refer you to others, while lower scores indicate detractors who can harm your reputation. Regularly assessing your NPS with a formal survey is vital, especially when it comes time to sell your business.
2. The Customer is Crucial
Happy customers aren’t just loyal — they’re resilient. They stick around during tough times, forgive occasional hiccups, and often become brand champions. Remind your employees, “That’s not my signature on your paycheck, it’s the customer’s.”
3. First Impressions Set the Tone
Face it. It’s true. Every person visiting your garden center for the first time has the tone set immediately. What does the parking lot look like? Can they find a cart or someone to answer a question? Are associates talking on their cell phones, making eye contact, and greeting them pleasantly? It’s like the opening act of a play. When the curtain rises, the guests expect a flawless performance.
4. Social Media is More Important Than You Think
While Boomers dominate Facebook, your younger customers use a cadre of social outlets. Reviews and testimonials drive perception and wield enormous influence. Stay proactive in managing your online presence and have structured research programs to ensure positive perceptions.
5. Consistency Builds Trust
Think of McDonald’s. No matter which of the 13,500 U.S. McDonald’s you visit, your Big Mac is consistent. You should aim for the same reliability across products, services, and messaging. Consistency fosters trust and strengthens your brand.
6. Good Customers Drive Great Business Value
Loyal customers offer more than repeat sales. They offer insights into new opportunities for your business. Every customer satisfaction survey we develop with clients asks, “What else might you buy from the client?” If your survey data reveals a demand for perennials or vegetable plants, and you only sell annuals, you might consider diversifying to capitalize on this opportunity. Listening to customers is your direct path to growth.
7. Standout Businesses Win Loyalty
Customers are likely to stay loyal to brands that resonate with them emotionally. Differentiating your brand, product, and customer service goes a long way to separating you from other me-too organizations. Use your customer survey results to identify your strongest competitive advantages and leverage these to strengthen your business, customer experience, and bottom line.
8. A Picture is Worth 1,000 Words
From your storefront to your social media posts and marketing materials, a strong visual identity enhances brand recognition and recall. Conveying ideas and emotions with consistent visuals is often far more powerful than words.
9. Transparency Builds Trust
Be open and honest and make sure your team conducts themselves the same way. When things go wrong, own it, apologize, and fix it. Customers appreciate integrity, and transparency builds loyal and profitable relationships.
10. Measure, Manage, and Act on Feedback
Annual customer satisfaction surveys aren’t just about gathering data — they’re about showing customers you value their input. Sharing results with your team and taking action based on feedback fosters a culture of continuous improvement.
Final Thoughts on Customer Insights
Customer satisfaction isn’t just a “nice-to-have” metric; it’s a strategic tool. Formalized research is a science that provides actionable insights, helping you refine your business strategy, retain loyal customers, and increase long-term value. By focusing on perceptions and turning them into realities, you’ll create a business that’s not just profitable today, but also highly saleable tomorrow.
