Quality as a trademark
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The document discusses achieving customer satisfaction through quality. It defines quality and notes that quality is perceptual, conditional, and subjective based on the customer's expectations and perceptions. It emphasizes that exceeding customer expectations is important, as negative experiences outweigh positive ones. Quality must be a priority, as it impacts the overall customer experience through the product/service, people involved, and processes used to engage customers.
Quality as a trademark
- 1. Qualityas atrademarkA short keynote on how to achieve Customer SatisfactionThomas Verschueren Read My Wordpress Blog Follow Me On Twitter See My Linkedin ProfileCheck Out My Presentations On 際際滷share
- 2. quality(countable and uncountable;油plural油qualities)(uncountable) Level of excellence
- 3. (countable) A property or attribute that differentiatesa thing or person.
- 4. (thermodynamics) In a two-phase liquid-vapor mixture, the ratio of the mass of vapor present to the total mass of the mixture.
- 5. (archaic) High social position.
- 6. (uncountable) The degree to which a man-made object or system is free from bugs and flaws, as opposed to scope of functions or quantity of items.There is nothing so good that it can not be made better**Alleskanbeter
- 7. Quality is perceptual, conditional and above all subjective
- 8. The customer decides is not a clich辿 but a fact.
- 9. perception of performanceCustomersatisfactionexpectation of performance
- 10. Perception & expectation is all about the product/service, obviously
- 11. But, its also about the people involved
- 13. which create a customer experience
- 14. A customer is also a brand ambassador** For good or bad!
- 16. Quality is not an option
- 17. Customer Relation Value Pyramid
- 18. Thank YouThomas Verschueren Read My Wordpress Blog Follow Me On Twitter See My Linkedin ProfileCheck Out My Presentations On 際際滷share
Editor's Notes
- #2: IIn a broad sense, we define Quality as non-inferiority or superiority of something.But in reality Quality is perceptual, conditional and above all subjective.II - IIITo a customer it can be related to the specification quality of the product or service, or better, how does it compare to competitors in the marketplace?Producers might be more interested in conformance quality, or better, to what degree was the product/service produced or provided correctly?IVIn the end, we can debate extensively about what constitutes quality. In most cases we will however be quite quickly agreed on when something doesnt have enough quality. The most important measure of quality, the acid test as it were, still remains the degree in which the product or service meets the customers expectations. Put differently, its not exclusively what you as a supplier have put into the product that defines the quality, its also (and maybe mostly) what the customer feels he gets out of it that determines the quality.VBut lets be sure that the product or service by itself is not the only thing that the customer will judge. B2C and B2B environments are insofar related that both in the end deal with people. These people will come away from every interaction they have with you, as having had an experience, ranging from good to bad. VISo quality is very important in all touch points in the customer lifecycle, for once again its what the customer feels he gets out of it that will determine the quality. Be it feeling hes getting correct information through newsletters instead of feeling spammed. Be it getting prompt and correct customer service from your helpdesk, even being helped in a friendly manner by your reception desk all improve the experience. This experience, if sustained over time will lead to customer loyalty and in time even to advocacy of your company by those customers.VIIWho wouldnt like to have tens, hundreds or in some cases thousands of customer out there, complementing your sales team by promoting and advising your companys services or products to their peers?VIIIIn order to achieve this you need quality, at all levels of your company and in all the processes.IXWho cares if your maintenance engineers car stock is always perfectly in order when they act in an inappropriate and customer unfriendly manner? But likewise your customers will get frustrated even if your helpdesk staff is very friendly but the CRM system they use cant provide them the needed information.XDiagram of the customer relation value pyramid : Experience -> belief -> loyalty & trust -> advocacyToday we have people who will talk about quality in all those situations and in relation to all those processes.
- #3: What is Quality?Just by asking that question I have created the anticipation I will show you some kind of stereotypical slide with the dictionary definition of the word Well, who am I to disappoint
- #5: IIn a broad sense, we define Quality as non-inferiority or superiority of something.But in reality Quality is perceptual, conditional and above all subjective.
- #6: II IIIProducers might be more interested in price, durability or conformance quality, or better, to what degree was the product/service produced or provided correctly?To a customer it can be related to how their expectations were met, or the specification quality of the product or service, or better, how does it compare to competitors in the marketplace?IVIn the end, there are no final definitions about what constitutes quality. In most cases we will however be quite quickly agreed on when something doesnt have enough quality. The most important measure of quality, the acid test as it were, still remains the degree in which the product or service meets the customers expectations. Put differently, its not exclusively what you as a supplier have put into the product that defines the quality, its also (and maybe mostly) what the customer feels he gets out of it that determines the quality.You can of course educate your customer as well.
- #7: The customer is satisfied when he feels to have received value. So how do we impact this equation..?Rightsize the expectations, enhance the perception.
- #9: VBut lets be sure that the product or service by itself is not the only thing that the customer will judge. B2C and B2B environments are insofar related that both in the end deal with people and relationships.
- #11: VIThese people will come away from every interaction they have with you, as having had an experience, ranging from good to bad.
- #12: VIISo, who wouldnt like to have tens, hundreds or in some cases thousands of customer out there, complementing your sales team by promoting and advising your companys services or products to their peers?
- #13: IXWho cares if your maintenance engineers car stock is always perfectly in order when they act in an inappropriate and customer unfriendly manner? But likewise your customers will get frustrated even if your helpdesk staff is very friendly but the CRM system they use cant provide them the needed information.
- #14: VIIIIn order to achieve this you need quality, at all levels of your company and in all the processes.So quality is very important in all touch points in the customer lifecycle, for once again its what the customer feels he gets out of it that will determine the quality. Be it feeling hes getting correct information through newsletters instead of feeling spammed (how good is your CRM system, and marketing process). Be it getting prompt and correct customer service from your helpdesk, even being helped in a friendly manner by your reception desk all improve the experience. This experience, if sustained over time will lead to customer loyalty and in time even to advocacy of your company by those customers.Quality is not an option is a pre-condition
- #15: XDiagram of the customer relation value pyramid : Experience -> belief -> loyalty & trust -> advocacyToday how you do something is as important as who does it and what they do