Perception is Reality in Client Experience

Strategies for enhancing customer interaction

In Perception is the ONLY Reality, LMT asked technicians and dentists to match four crowns with four price tags that differed by $100, starting at $25 and topping out at $325. These crowns were from four different laboratories (participants in LMT's 2007 Crown Challenge and fabricated using the same prescription and duplicate models. Only 10% of the technicians and 3% of the dentists correctly matched the four crowns with the right fee. The rest were pretty evenly split at 30% getting one right, 30% getting two correct and 30% not matching any.

Let's ask the obvious question here: how in the world did those four different labs get their clients to pay those fees if the differences were not obvious? Half the technicians correctly identified the $325 crown, but only 32% of the dentists did, and they're the ones whose value perception...