G U E S T A R T I C L E
ASQ Influential Voices Roundtable topic:
Quality and the Experience Economy
How will this shift to an experience economy affect the quality industry? What quality practices can be applied or adapted to ensure success in this new economic structure?
The Experience Economy… what is that?
Experience economy is a concept that your products and/or services can surpass competitors by just creating an experience that your customer appreciates: “VALUE”
Quality of products and services alone are NO longer enough. What consumers want today are experiences. In this experience economy, customer experience has become a competitive advantage.
The rise of the experience economy is one of the most important trends in this changing world.
Nowadays customers are much more educated, they know exactly what they want. They read and do research (using the internet) about the products they want. In an experience economy, an external customer is referred to as a “guest”, and not just a customer. A guest does not just buy a product, but he or she pays for the experience.
We still have to remember that high satisfaction leads to high customer loyalty: Your organization will survive and even thrive.
How will this shift to experience economy affect the quality industry, and what quality practices can be applied or adapted to ensure success in this new economic structure?
The answer is simple: SERVICE
When you add good service to the product it increases the value of the product to the customer: An experience that the customer will value.
Quality professionals have to dedicate more and more time on Service quality.
Companies should invest in training and development of their employees to:
- Deliver better services
- Communicate better
- Handle and help solve complaints/problems… “Service Recovery”
- Expand their knowledge
- Work on team-building
Training employees is a must. Through training, organizations can have skillful and productive employees. Teaching (and measuring) new skills and broadening employees knowledge will have a positive impact on not only the service you deliver but also on the experience your customer is looking for.
- Be more flexible
- Brainstorm (with the team) for new ideas and possibilities (Creativity & Innovation are very hot topics in the quality industry)
- Help / guide / advise the team
- Quality of work-life is also important
- Deal with conflicts, and never neglect them
We have to remember that Managers have to guide, control, and motivate employees (team members) so everyone will feel that they are part of the organization.
We also have to measure, one way or another, the quality of service we are delivering. But the measurement of Service quality is not an easy task. Compared to measuring tangible products, it’s difficult.
We have to get creative in our measuring.
Some methods for measuring service quality are:
Rate your service right after it has been delivered
- Customer feedback is important: it’s a way to improve together. The way to improve the experience your customers are looking for.
Monitor social media
- Monitoring social media is a very GREAT way (nowadays) to read/listen to customer opinions.
Aspects of service quality that can be measured:
- Reliability: Deliver promised service in a consistent way
- Tangibles: physical appearance
- Responsiveness: Willingness to offer a fast service
- Access: Easy to do business
- Customer complaints
Maybe we (Quality professionals) have to do more on this measuring aspect. New and improved measuring methods will have a positive value for both organizations and your customers.
So the experience economy and the quality industry, go hand in hand. Improving the quality of your service will, in turn, deliver the experience your customers are looking for.
About the author:
Copyrighted Material: The article has been published with permission from Luigi Sillé. Title picture is not associated with the original writing and property of our sponsor Designplex.ca.
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