A Quote by Peter Drucker
Quality in a service or product is not what you put into it. It is what the client or customer gets out of it.
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Quality in a product or service is not what the supplier puts in. It is what the customer gets out and is willing to pay for. A product is not quality because it is hard to make and costs a lot of money, as manufacturers typically believe. This is incompetence. Customers pay only for what is of use to them and gives them value. Nothing else constitutes quality.
So, always start with a product, always start with a customer, always start with a service and how this product or service will dramatically improve the quality of the life or the work of the customer.
Business is all about the customer: what the customer wants and what they get. Generally, every customer wants a product or service that solves their problem, worth their money, and is delivered with amazing customer service.
The most common way customer financing is done is you sell the customer on the product before you've built it or before you've finished it. The customer puts up the money to build the product or finish the product and becomes your first customer. Usually the customer simply wants the product and nothing more.
What the customer buys and considers value is never a product. It is always utility, that is, what a product or a service does for the customer.
Your business should be defined, not in terms of the product or service you offer, but in terms of what customer need your product or service fulfills. While products come and go, basic needs and customer groups stay around, i.e., the need for communication, the need for transportation, etc. What market need do you supply?
What characteristics are most important in creative workers? One quality you need is inventiveness. You need to be able to take whatever product or service you are providing and figure out ways of making it better, faster, cheaper. The other quality is empathy and insight into what people might want, even though they don't even know their wants, probably because there's no product or service to test their wants.
Does the customer invent new product or service? The customer generates nothing. No customer asked for electric lights. There was gas and gas mantles, which gave good light.
I want to make beautiful clothes for women and men who appreciate detail and quality. The product must be the best but this is almost secondary to the service the customer will receive.
With support jobs moving to China and India, it's not surprising that English-speaking countries' top frustration revolves around the difficulty of understanding customer service representatives. However, even if the level of customer service is exceptional, the extent to which poorly-understood accents trump quality of service speaks to English-speaking customers' growing intolerance of non-native speech, more so than in other countries.
Look, I think that when we started Virgin Atlantic 30 years ago, we had one 747 competing with the airlines that had an average of 300 planes each. Every single one of those have gone bankrupt because they didn't have customer service. They had might, but they didn't have customer service, so customer service is everything in the end.
Don't go into business with the sole objective of making lot of money. If you put service, quality, and customer satisfaction first-the money will follow.
Traditional sales and marketing involves increasing market shares, which means selling as much of your product as you can to as many customers as possible. One-to-one marketing involves driving for a share of customer, which means ensuring that each individual customer who buys your product buys more product, buys only your brand, and is happy using your product instead of another to solve his problem. The true, current value of any one customer is a function of the customer's future purchases, across all the product lines, brands, and services offered by you.
Setting customer expectations at a level that is aligned with consistently deliverable levels of customer service requires that your whole staff, from product development to marketing, works in harmony with your brand image.
As long as society tells men to be the salespersons of sex, it is sexist for society to put only men in jail if they sell well. We don't put other salespersons in jail for buying clients drinks and successfully transforming a "no" into a "maybe" into a "yes." If the client makes a choice to drink too much and the "yes" turns out to be a bad decision, it is the client who gets fired, not the salesperson.
I remember back in the early days of Microsoft that from the day that you decided that you were just going to put out an ad to a customer - and all you were usually able to tell them was that a new product was available - it was about nine months before you could actually reach the first customer.
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