| In our ongoing research we have uncovered
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| | of quality and means that the product or
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| the ten statistical predictors of
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| | service will conform to the customer's
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| satisfaction in any customer-supplier
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| | specifications and requirements and will
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| relationship, for any product or service.
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| | perform as promised without exception.
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| This article is apart on a ten part
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| | Any parents who have opened and assembled
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| series explaining each of the ten
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| | toys for their kids on Christmas morning
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| satisfaction predictors including:
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| | knows what this means when it doesn't go
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| Quality, Value, Timeliness, Ease of
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| | right.
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| Access, Efficiency, Environment,
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| | Right the first time means that new car
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| Teamwork, Commitment, Self Management,
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| | model doesn't get recalled, the software
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| and Innovation.
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| | installs perfectly and works immediately
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| Quality seems to be ubiquitous term used
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| | with no further calls to technical
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| to describe everything under the sun, but
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| | support, the waitress gets the entire
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| our satisfaction research goes deeper.
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| | table's order correct or the money
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| When 'quality' is separated from the
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| | budgeted by the city council for the
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| other nine domains of satisfaction it
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| | municipal project is exactly the amount
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| stands alone, with three distinctly
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| | of money that gets spent.
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| identifiable subcharacteristics, with the
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| | Customers like to deal with suppliers who
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| first described here.
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| | deliver what they promise the first time,
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| In the mind of the customer, 'quality'
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| | without having to return to exchange
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| means 'compared with the best'. The
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| | their product, buy an add on accessory,
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| quality of any product or service is
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| | or return it for a refund.
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| being compared with the best that the
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| | The third sub-characteristic of Quality,
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| customer has personally experienced or
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| | when it comes to customer satisfaction in
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| that he has ever heard of. A golf course,
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| | the mind of the customer, deals with the
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| for instance, might be very good, but the
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| | supplier's front line personnel. These
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| golfer will be comparing it with Pebble
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| | are the people that deal directly with
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| Beach on California's coast or
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| | the customer.
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| Augusta, site of the world famous Masters
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| | According to customer expectations from
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| tournament. In the mind of the golfer,
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| | multiple surveys in many industries
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| these might represent the upper limits of
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| | worldwide, a high quality front line
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| the quality standard and receive a '10',
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| | service person is one that is a subject
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| and any other golf course would
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| | matter expert, who can explain and answer
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| necessarily receive a lower score for
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| | questions regarding the product or
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| quality by comparison, even if it scored
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| | service, and not only know about their
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| a 9.75.
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| | own area, but have general systems
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| A particular hotel might have great
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| | knowledge of all other aspects of their
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| quality, but in the back of his mind the
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| | company's operations as well.
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| customer is comparing it with the Ritz
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| | This might mean not only knowing the
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| Carlton in Palm Springs or the Waldorf
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| | specification so of the product itself,
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| Astoria in New York City.
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| | but where in the store other products can
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| The customer might be enjoying a really
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| | be found, what other services other
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| great bowl of clam chowder, but it will
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| | departments offer or even something as
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| have to outclass the soup he had in
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| | simple as knowing store hours or
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| Ogunquit Maine last summer, that set the
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| | directions to another branch. The quality
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| standard for a 10 in his mind. If he does
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| | expectation of the customer is that front
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| find a better bowl of clam chowder
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| | line personnel are well trained and can
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| however, and it becomes the benchmark for
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| | provide the customerwith the support they
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| quality, the old one will still enjoy the
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| | need, regardless of who they interface
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| favored number two spot, perhaps at a 9.8
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| | with at the supplier's company.
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| on a scale of 1 to 10.
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| | These three sub-characteristics are
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| Those with discerning taste constantly
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| | highly correlated with customer
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| explore the upper limits of quality in
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| | perceptions and evaluations of quality
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| every aspect of their lives. Aggressive
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| | from our research.
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| suppliers of products and services who
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| | 1) Quality compared with the customer's
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| want to enjoy the highest levels of
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| | internal benchmark.
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| return and recommend from their
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| | 2) Error free, defect free and right the
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| customers, will be smart to benchmark the
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| | first time.
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| competition in detail, to continuously
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| | 3) Front line personnel who are subject
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| push each satisfaction dimension higher.
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| | matter experts and have general systems
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| The second sub-characteristic of
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| | knowledge.
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| 'Quality', when it comes to customer
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| | Organizations who need to improve
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| satisfaction behavior refers to error and
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| | customer satisfaction should have
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| defect free delivery of a product or
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| | intimate understanding of these aspects
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| service.
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| | of their product and service delivery
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| 'Right the first time' according to
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| | system.
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| customers, is a very important definition
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