Creating Customer Value

Satisfied customers can be the best advocates, which is why customers’ needs should be satisfied every time.

Today’s world competition is very strong in every kind of businesses. Every organisations must provide high quality products or services in order to survive, however their competitors also providing the same or comparable products or services. An important way to an organisation to get an edge over its competitors is to provide extra service to satisfy and delight their customers, which can retain them and also gain new customers. Therefore the achievement of customer satisfaction must be a major objective in all organisations.

However, if the cost of “perfection” is so expensive that the company cannot be profitable, it is not realistic to spend too much on a zero defect mindset. Instead the company must first identify what an acceptable percentage of defects is and where the defect could have been prevented. Then the company can further quantify which cost of quality is presenting the greatest risk and put procedures and policies in place in an attempt to minimize defects. Since prevention costs many times are considered the least expensive and can have the biggest affect on non-conforming products most companies will focus its initial and largest efforts into prevention. The next initiative would be appraisal and last would be identifying

Customer satisfaction is the customer’s evaluation of a good or service in terms of whether it has met their needs and expectations (Vander Schee, 2016). The culture of the organization is to focus on delighting customers rather than on selling products (Lamb, Hair, & McDaniel, 2017). An example of a highly satisfied customer would be Nicole Snow, who owns a small business in Maine. One day she reached out to FedEx on social networks and asked for help in getting her supply chain set up. The team responded immediately and helped her solve the problem (“FedEx,” 2015). Here customer satisfaction is greatly shown the customers’ needs and expectations have been met by

Customers want to get exactly what they need, even if they have to pay a higher cost or wait a little longer. Companies which serve these types of customers are committed to improving “customer intimacy”. For example, Honda, British Airways.

dealing with Dominite quality and performance, inorder to trouble shoot and offer new product invoation.

We realize that customers are really important. Our expectations that customers are satisfied with our

1. Bring in a new Quality Manager with TQM experience to implement the needed changes to bring improvement and make their customers feel that favorable changes are coming.

Customer satisfaction and service quality are the two important components that direct anyone’s attention in every concept related to marketing, services, etc. (Spreng and Mackoy, 2006). In today’s competitive era, the success lies in

Marketing improves people’s living standard, according to a statistic state that the GDP of Australian has a growth rate from 2010 (2.25%) to 2014 (2.73%), and it is forecasting to increase in 2016 ("Australia - Gross domestic product (GDP) growth rate 2020 | Statistic", 2016). A growing trend of marketing creates more work opportunities for people. Based on that, more people operating marketing activities successfully for a business, and the total output of the business tend to increase significantly while the worker’s salaries increase. It rises the national income in a long- term ("Importance of Marketing for the Economic Development of a Country", 2013)

If we deliver a product to the customer whose quality creates trouble for them, this will affect their trust in us. If we betray their trust, they will not buy our products for a long time!

Kotler & Keller (2008) build on this definition, stating that customer satisfaction is determined by “the degree to which someone is happy or disappointed with the observed performance of a product in relation to his or her expectations”. Performance that is below expectations leads to a dissatisfied customer, while performance that satisfies expectations produces satisfied customers. Expectations being exceeded leads to a “very satisfied or even pleasantly surprised customer” (Kotler & Keller, 2003, p. 80).

Total Quality Management (TQM) is an improvement tool that is widely used in many companies. It consists of many aspects including Managing people as well as business processes in order to maintain customer satisfaction. With TQM, Businesses starts to do the right thing from the start and to ensure zero error. Therefore, it is important to learn the principle of TQM and how it acts in organizations with its advantages and disadvantages.

Whether you are communicating with a customer service representative in person or over the phone, the term “the customer is always right,” has lost its meaning. It once served as the guiding principle for dealing with customer inquiries and complaints. Though it did not literally mean the customer was right and the company was wrong, it kept civil the interaction between company representatives and consumers of goods and services by compelling the representatives to see the issue from the customer’s perspective.

My Article discussed why it necessary to have a clears definition of quality and what customer satisfaction is .The first point that this article makes is summed exactly by the first line of the abstract that, “No consensus has been reached on a definition for quality; the term is defined differently for products and services, for different industries, and for different levels of dimensionality” (Wick, Rothelin, 2009, p.1) This study investigates the major definitions of quality and the antecedents of customer retention to establish a foundation for a new definition of quality based on satisfaction. Quality is defined as the summation of the effective evaluations by each customer of each attitude object that creates customer satisfaction.”