A quick background on my view of this when going over the material throughout this course:
I work at a price comparison site; it is one of the biggest price comparison sites in Sweden and pretty much the only one in Denmark. I work in the sales department with coordinating our sales, making sure we meet our goals and in this a big part is meeting and exceeding client expectations and how to continuously and deliberately do so.
When looking at the videos for this week topics the following things come to mind:
Within service performance one very important aspect and that I always consider is setting customer expectation. However, when going over the material I also realise that it does not necessarily mean setting it high. It means setting it just right to ensure the consumer does not expect one thing and get another that does not meet the expectation. Essentially what you want to do is meet or exceeds customer expectations.
Then again it seems there is so much more too it than meeting or exceeding expectations. If customer that have high expectations on a product or service, would it be a good idea for my company to go against what I thought was right and set expectations really high?
Another thing I have not considered is the perception of quality. For instance, without competition, there can be no comparison and therefore a product or service quality might not be questioned or rated as good or poor. What happens when you are the only player in the market? Such in the case of the company I work for today. Will it seems like the office we have in one market performs better in terms of client satisfaction because they are they only player whilst in another market the competition is harsh and causes client satisfaction to seem lower.
Customer loyalty is vital at the company I work for; a seemingly crucial part of this is emotions and the ability to trigger the right ones in order to get loyal customers. If the emotions felt in conjunction with the brand of my company can be identified, it will be easier to steer the bad ones into good ones in an efficient way.
Keeping customer happy is also more complex than I have previously thought. It seems a large part of what determines our social wellbeing is genetic (45%) and the part we tend to focus the most on (social and economic factors) only stands for 10%. Interestingly enough where my company as a brand might be able to make a difference and have an actual impact is finding a way of positively impact how our customers spend their time. This makes up for 45% of our social wellbeing according to this model. An interesting aspect is that well being from the purchase experience itself lasts longer than the emotional experiences from material possessions. As the company I work for is a price comparison site this notion gives more weight to the role my company plays in the feeling of well being users have when purchasing an item with one of the retailer listed with us.
I am looking forward to tying the knot on these topics and a holistic solution that will lead to my company working even better with the psychological aspects behind our customers experiences.