WHO IS THE CUSTOMER? HOW CUSTOMER PERCEPTIONS OF QUALITY INFLUNCED BY 6 DYNAMIC FACTORS
Table of Contents
Dear Folks! In this article, let’s see all about customer perception of quality; Who, their Importance.
IMPORTANCE OF CUSTOMERS
The most important asset of any organization is their customers. An organization’s success depends on its customers, how many customers? How much did they buy? How frequently do they buy? How satisfied they are? One important goal of an organization is to keep their customers satisfied.
WHO IS THE CUSTOMER?
Customers are of two types; external and internal. While an internal customer is also important to focus on, we’re going to discuss external customers. An external customer can be defined as “the one who uses the product or service (or) who purchases your product or services.
An external customer is always outside of your organization. Customers can be divided into three main categories.
- Current/known customer
- Prospective customer
- Lost customer
CUSTOMER PERCEPTIONS OF QUALITY BASED ON 6 DYNAMIC FACTORS
There is no fixed rule about quality level. Customer’s needs, values and expectations are constantly changing and becoming much more demanding. Customer perceptions of quality are widely affected/controlled by six dynamic factors.
- Performance
- Features
- Services
- Warranty
- Price
- Reputation
PERFORMANCE
Performance is one of the key aspects of customer perceptions of quality can be further broken down; 1. Availability of the product: A product will operate when needed. 2. Reliability: Freedom from failures over time. 3. Maintainability: Easy to maintain and keep operatable over time.
FEATURES
In addition to the primary functions of a product or service, customers look for secondary functions as a feature. The best example to understand is “CAR”, the primary function is “Transport”, all other functions we get are features.
SERVICES
Most challenging and highly networking factor. Providing the best customer service is different from achieving product quality. Organizations should find the best way to provide better service to their customers.
WARRANTY
Warranty is a marketing muscle. This represents the organization’s quality promise to the customers. Warranty minimizes the risks in the purchasing process and encourages customers to buy the product or services.
PRICE
The customer’s concept of value is constantly changing. Customers may willing to pay a higher price to obtain a value. Organizations must keep an eye on customers’ changing trends, and keep competitive prices over the competition.
REPUTATION
Customers are willing to pay a premium for a trusted brand. Customer retention is an important strategy for any organization. Total customer satisfaction is based on the entire experience. All together can improve the reputation of the organization over the period.
WRAPUP
Quality does not mean performance alone; customer perceptions of quality is different from what we think. By understanding how your customers perceive the quality, any organization can build a wonderful customer experience.
Good luck!
Author: MOHAMMEDRIYAZDHEEN A ((Director – Projects and Business Operations)
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