“It’s not what is, it’s what people think is.”
Those were the words my history teacher repeated over and over during the course of the semester, more years ago than I am going to admit. He wove them into stories of how wars and revolutions began, of protests and political movements, little changes and big shifts in the cultural landscape of our world. He asked and we answered, by rote at first and then finally understanding how the pieces fit together. It wasn’t the reality of situations that caused people to react. It was their perceptions, their interpretations of that reality. And then their actions created a new reality and became the history we were studying.
That’s a fascinating way to learn.
Now, fast-forward to today and a new application. Think about what these words mean to your company.
It’s not what is, it’s what people think is.
You might have the greatest product in the world, a top-notch support team, shining storefronts, friendly staff, and a quality guarantee that’s unmatched. You’ve put a lot of money into developing your brand and you think you’re talking to the right customers. You’re trying to do everything right, but ultimately what matters most to customers and how they define your company is the experience they themselves have with you. We all know that.
So don’t forget to listen–really listen–to what they’re saying. In your stores. On your website and your social media sites. Elsewhere on the Internet. On surveys. In focus groups, if you have them.
And when they raise problems and make negative comments don’t discount them by saying “That’s not true.” That’s beside the point. It doesn’t matter that you have an explanation or that reality is different from your customers’ perception of it. While you certainly need to set the record straight and clear up misunderstandings, you also need to figure out how to prevent these problems from occurring in the first place.
It’s not what is, it’s what people think is.
Fix the real problems–that’s the no-brainer. Then figure out where the barriers are that are causing you and your customers to see two different realities and change something here as well. More clearly define who you are, what you expect the customer to do, or how your product should be expected to perform. It’s your job to align your customers’ view of reality with what you’re able to provide.
Customers like to share experiences–good and bad–so give them something good to talk about!