Quality Management 007 Lecture Slides.pdf

Understanding Customer Expectations

1. Week Seven:
Understanding Customer Expectations
QUALITY MANAGEMENT
DR EBENEZER ODURO ANTIRI

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-In today's highly competitive business environment, meeting and
exceeding customer expectations is essential for the success and
sustainability of any organization.
-By understanding what customers expect, organizations can tailor
their products, services, and processes to deliver superior value and
enhance customer satisfaction.
-In this lecture, we will explore the concept of customer expectations,
discuss how they are formed, and examine strategies for managing
and exceeding these expectations.
Introduction
U N D E R S T A N D I N G C U S T O M E R E X P E C T A T I O N S

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-Customer expectations refer to the beliefs, desires, and
requirements that customers have regarding a product or service.
-These expectations are formed based on various factors, including
past experiences, marketing communications, word -of-mouth
recommendations, and comparisons with competitors.
Definition of Customer Expectations
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-Explicit Expectations:These are openly communicated by
customers and are often related to specific product or service
features, such as price, quality, functionality, and delivery time.
-Implicit Expectations: These are unspoken or implied expectations
that customers assume will be met based on industry standards,
brand reputation, or common sense. For example, customers may
expect a certain level of courtesy from service staff or timely
responses to inquiries.
Types of Customer Expectations
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1.Past Experiences: Previous interactions with the
organization shape customers' expectations for future
encounters.
2.Word-of-Mouth: Recommendations from friends, family, or
online reviews influence customers' perceptions and
expectations.
Factors Influencing Customer Expectations
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3.Marketing Communications: Advertising, promotions, and
branding efforts can create expectations about product features,
benefits, and quality.
4.Competitor Performance: Customers compare the performance
of competing products or services, setting benchmarks for their
own expectations.
5.Cultural and Social Factors: Cultural norms, societal trends, and
individual values also play a role in shaping customer expectations.
Factors Influencing Customer Expectations
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Setting Realistic Expectations:
1.Organizations should strive to set realistic expectations through
transparent communication and accurate portrayal of product or
service features, benefits, and limitations.
2.Overpromising and underdelivering can lead to dissatisfaction and
erode trust in the organization.
Managing Customer Expectations
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Listening to Customer Feedback:
1.Actively soliciting and listening to customer feedback allows
organizations to understand evolving customer expectations and
identify areas for improvement.
2.Feedback channels may include surveys, focus groups, online
reviews, and social media platforms.
Managing Customer Expectations
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Continuous Improvement:
1.Organizations should continuously monitor and improve their
products, services, and processes to align with changing customer
expectations.
2.This may involve innovation, process optimization, employee
training, and leveraging technology to enhance customer
experiences.
Managing Customer Expectations
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Empowering Employees:
1.Frontline employees play a critical role in managing customer
expectations through their interactions and service delivery.
2.Empowering employees with the authority, training, and resources
to address customer needs and concerns can positively influence
customer perceptions and loyalty.
Managing Customer Expectations
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Building Trust and Relationships:
1.Establishing trust and fostering long-term relationships with
customers is essential for managing expectations and enhancing
customer loyalty.
2.Consistent delivery of quality products, reliable service, and
personalized experiences can build trust and strengthen customer
relationships.
Managing Customer Expectations
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Anticipating Needs:
1.Organizations can differentiate themselves by proactively identifying
and fulfilling customer needs before they are explicitly expressed.
2.This may involve anticipating future trends, offering personalized
recommendations, and providing value-added services.
Exceeding Customer Expectations
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Delivering Unexpected Value:
1.Exceeding customer expectations often involves delivering
unexpected value that goes beyond what was promised or
anticipated.
2.This could include surprise discounts, complimentary upgrades, or
personalized gestures that enhance the overall customer experience.
Exceeding Customer Expectations
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Creating Memorable Experiences:
1.Organizations can create memorable experiences by focusing on
emotional connections and delighting customers at every
touchpoint.
2.Personalized interactions, attention to detail, and going above and
beyond in resolving customer issues can leave a lasting impression.
Exceeding Customer Expectations
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Understanding customer expectations is crucial across various
industries as it allows businesses to tailor their products or services to
meet the needs and preferences of their target market. We will discuss
how this concept can be applied in different industries, including the
retail industry, hospitality industry, automotive industry, technology
industry, and the healthcare industry.
Putting Customer Expectations into Practice
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•Personalized Recommendations: Retailers can use data analytics to
understand customers' preferences and shopping habits, offering
personalized product recommendations both online and in-store.
•Efficient Checkout Processes: Implementing fast and hassle-free
checkout procedures, such as self-checkout kiosks or mobile
payment options, to meet customers' expectations for quick and
convenient transactions.
Retail Industry
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•Customized Experiences: Hotels and resorts can gather information
about guests' preferences, such as room amenities, dining
preferences, and activities, to provide personalized experiences
during their stay.
•Responsive Customer Service: Offering round-the-clock customer
support and addressing guest concerns promptly to ensure a positive
and memorable experience.
Hospitality Industry
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•Advanced Safety Features: Automakers can incorporate advanced
safety technologies, such as collision avoidance systems and
adaptive cruise control, to meet customers' expectations for safer
driving experiences.
•Seamless Connectivity: Integrating smartphone connectivity features
and in-car entertainment systems to enhance the overall driving
experience and meet customers' expectations for connectivity and
entertainment on the road.
Automotive Industry
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•User-Friendly Interfaces: Designing intuitive and user-friendly
interfaces for software applications and digital platforms to meet
customers' expectations for ease of use and seamless navigation.
•Timely Software Updates: Providing regular software updates and
patches to address bugs, improve performance, and introduce new
features, meeting customers' expectations for ongoing product
support and enhancement.
Technology Industry
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•Personalized Treatment Plans: Healthcare providers can develop
personalized treatment plans based on patients' medical history,
lifestyle factors, and treatment preferences, meeting their
expectations for individualized care.
•Enhanced Communication Channels: Implementing secure
messaging platforms and telehealth services to improve
communication between patients and healthcare providers, meeting
expectations for convenient access to medical advice and support.
Healthcare Industry
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21. Any questions?
Thanks!
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