It seems that most of us are constantly striving to ensure our service product is as good as it can be in order to meet the needs and wants of our consumers. Along with, that our marketing has become more and more sophisticated in an attempt to paint our business in the very best fo lights and convince the world of how great we are, but....does this provide us with the most efficient pathway to delighting and thus gaining the ongoing patronage of those we are aiming to serve?Kotler et al (2007, Marketing, 7th edn, Pearson, NSW), describe customer satisfaction as:
"The extent to which a product's perceived performance matches a buyer's expectations. If the product's performance falls short of expectations the buyer is dissatisfied. If the product matches or exceeds expectations the buyer is satisfied or delighted".Therefor it could be prudent need to invest some serious effort into managing customer expectations instead of always focussing on the development of higher quality services or searching for bigger and better superlativesto use in our marketing campaigns.
When marketing, look to portray yourself as competitive within your industry or you won't attract the customers in the first place but also be realistic about your offering and capabilities to deliver what you say you will. The old adage, "under promise, over deliver", holds as true today as ever. If you continually market yourself as amazing and only deliver satisfactory, you will end up with dissatisfied customers. If you promise satisfactory and deliver amazing, your consumers will be delighted.
Same quality output + a diffierent spin = a very different outcome for your business.
More on this topic next week!
Simon at your service.
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