Which would be the BEST source of information for Natasha?

Halliday Holdings is embarking on a programme to improve its customer experience. On joining the programme. Natasha wants to gain an understanding of how its current brand is perceived.

Which would be the BEST source of information for Natasha?
A . Independent industry websites
B . The company website
C . The company’s organisational structure
D . The company’s complaints procedures

View Answer

Answer: A

Explanation:

A brand is a name, term, design, symbol or any other feature that identifies one seller’s good or service as distinct from those of other sellers. A brand perception is how customers and potential customers view a brand based on their experiences, associations and impressions. Therefore, option A is the best choice, as independent industry websites are likely to provide unbiased and reliable information on how customers perceive different brands in the market. They may also include customer reviews, ratings and feedback that can help measure customer satisfaction and loyalty. Option B is not a good choice, as the company website is likely to provide biased and selective information on its own brand that may not reflect how customers actually perceive it. It may also omit negative aspects or criticisms that could affect its image or reputation. Option C is not a good choice, as the company’s organisational structure is not relevant to its brand perception. It may show how the company is organised internally, but it does not indicate how customers view its products or services externally. Option D is not a good choice, as the company’s complaints procedures are not sufficient to measure its brand perception. They may show how the company handles customer issues or problems, but they do not capture how customers feel about its overall quality or value.

Reference: BCS Practitioner Certificate in BAP Specimen, page 22.