Customer expectations are high in the highly competitive marketplace today. The quality of a product or service alone is no longer a differentiator; instead the overall quality of the experience is now the differentiator for customers.
ASQ has asked their Influential Voices to explore how this “new” expectation impacts on how we need to manage our organizations. See my past blog posts as part of the ASQ Influential Voices program (I have participated since 2012).
To some degree the premise is faulty and is making the common mistake of declaring old thoughts as if they are new. This is a common problem that hampers the application of the management improvement concepts: because the history of using the ideas are not explored to learn what has worked and what problems organizations have faced adopting the ideas.
But there is some truth to the idea that customer expectations have risen. Product quality, in many ways, has been raised in the last few decades and this naturally results in raised expectations. This pattern was well known in the 1960s (and before). Kano’s theory of customer satisfaction expressed how new features moved from being “delighters” for customers initially and eventually became minimum expectations (you gain no credit for delivering them but will upset customers if you fail).
It is also true that raising the overall customer experience is more difficult than raising product quality (due to the nature of the systems that deliver the results in each case).
I do think there is truth to the idea that customers have raised expectations for businesses to improve the entire experience. Customers are less willing to accept excuses about how the provider is not responsible for various aspects of the experience.
Mural at the Smith Samlanh Education Center in Phnon Phen, Cambodia
We expect to be able to pay for our purchases online and have an easy to use history of our purchases available. One of the examples of businesses continually failing in this expectation is seen at many USA financial institutions that often fail to provide history after a very short period of time (sometimes even as low as 1 or 2 years). This is an example of how far some organizations have to go. It is ludicrous to not keep permanent records of financial transactions in most cases.
While in many ways overall customer experiences are improving we still have huge room for improvement. Many companies continue to fail to even meet minimal required features (forget actually providing customer delight).
One way that shows the idea of focusing on the customer experience is nothing new is that it is the natural focus of the traditional management improvement methods (as described by Deming, Ackoff, Box, etc.). When people were seeking alternatives to “quality management” (as the use of that term was so vague in practice that it was difficult to know what was meant by “quality management”) I settled on “customer focused continual improvement.” That remains my touchtone.
An organization in 1980, 2000 or 2017 should have had the same focus on continually improving the customer experience. Reading through my posts on this blog (which I started in 2004) provides many examples of managing with that in mind: The most important customer focus is on the end users (2012), What Job Does Your Product Do? (2007), What Could we do Better? (2006), Delighting Customers (2010). These links all discuss the importance of understanding and continually improving the overall customer experience by gaining an in depth understanding of their needs and desires.
