While the actual quality of your products or services is crucial, customers often judge you based on their *perception* of quality. This perception encompasses elements like courtesy, personalized attention, and going the extra mile to create a positive experience. These subtleties can lead customers to believe they’re receiving exceptional value, even beyond what they paid for.
These perceptions often speak louder than the tangible aspects of your offerings. Excellent perceived quality can even compensate for minor shortcomings in the actual product or service. Let’s explore some examples to identify gaps in perceived quality and strategies to address them.
**Example 1: Losing Customers Through Neglect**
Imagine a car repair shop that repeatedly fails to diagnose a car problem. The customer, a single mother, loses work time shuttling the car back and forth. The shop offers no loaner vehicle or pick-up/drop-off service. She can’t afford a rental, and misses an emergency call from her child’s school because of the car trouble.
This illustrates how poor service compounds the initial problem. However, the shop could have salvaged the relationship by offering empathy and a loaner car, boosting the perceived quality despite the initial failure.
**Example 2: It’s Often About More Than Money**
As a volunteer mediator in Small Claims Court, I observed many cases involving perceived wrongdoing. People sued businesses and even friends over relatively small sums. The common thread? Plaintiffs felt unheard. They believed their concerns were dismissed.
Often, a simple apology and a sincere effort to address the issue could have prevented lawsuits, even if the core problem wasn’t fully resolved. The perception of being valued and respected is incredibly powerful.
**Example 3: The Importance of Honest Communication**
A consulting group took on a website project they underestimated. Despite initial confidence, the project became far more complex than anticipated. Ultimately, they delivered the required functionality, but the client was unhappy.
The clients’ unrealistic expectations contributed to the problem. However, the consultants’ lack of transparency about their struggles damaged the relationship. By keeping quiet about difficulties, they eroded the client’s confidence and negatively impacted the perceived quality of their service.
**Conclusion**
Perceived quality significantly shapes customer experiences. To enhance it:
1. Offer special courtesies to differentiate your offerings.
2. Address complaints quickly and with empathy.
3. Be transparent about problems and limitations.
Remember, perceived quality isn’t a substitute for actual quality, but it can minimize dissatisfaction and amplify the impact of excellent service.