More than Mere Satisfaction
Satisfaction isn't enough; you must thrill your customers with each job.
Over the past several years, organizations have stressed their dedication to customer service. They have touted their commitment to satisfy every customer and their goal of 100-percent customer satisfaction. They have advertised their successes at meeting this goal—or at least approaching it. I have read about companies that proudly proclaim a 98 percent satisfaction rating. Others have slogans like "your satisfaction is guaranteed."
Customers today deserve and expect far more than just being satisfied. When was the last time you purchased a product or service and expected less than 100-percent satisfaction? You never do that, of course, and neither do your printing customers.
There may have been a time in the past where mere satisfaction was all that customers expected from their printers, but that time is certainly long past. In this age where competition is so strong and dollars for printing so scarce, where outsourcing and privatization are so prevalent, it is incumbent upon every in-plant to set its sights much higher than just satisfying customers. Our job today is to thrill customers with outstanding service, prices below their expectations, early delivery of products and award-winning quality. These are the standards we are judged on today.
Customer expectations are a function of both reality and fantasy. As customers witness jobs that used to take 10 days being delivered in seven days, they quickly grow to expect seven-day delivery. When your price for a particular piece is 10 percent lower than the customer expected, the customer changes his or her price expectation in the future to 90 percent of what it previously was. If a printed piece wins an award for excellent quality, the customer expects all future jobs to be at least that good. The point is that our target for thrilling our customers is a moving target, constantly getting harder and harder to hit.