Imagine two situations. You get a new customer. You take their order and promise them delivery on Day 10. You know that it will be difficult to make delivery on Day 10. But you still try and you deliver on Day 12. The customer is not very happy. Depends on type of business, but in some businesses time is extremely important.
Imagine second situation. You promise delivery on Day 15. You deliver on Day 12. Can you imagine the happiness of the customer. You get into these situations many times. The marketing department has its task cut out. They promise big. If the systems of the company are so good that all the quality and delivery metrics are set and 100 % guaranteed, then there is no issue. In case, such systems are still building up, especially in the start up stage when many things are outsourced and not under direct control. If you keep on promising big things to customer and are not able to deliver that, the customer is not at all happy. Have you ever noticed that Flipkart may promise 7 days for delivery, but may deliver in next two days itself. Can you imagine the delight of the customer.
In number terms, if you promise customer 100 and are delivering 70, he is not happy. Other way round, if you promise him 100 and give 120 he is delighted. I am not saying you give extra without cost, but make the experience of customer delightful. If you are not able to exceed expectation, at least don't fall short of it. Customer experience is of utmost importance. If he is happy, he may tell no one. He may give views only when asked. But if he is not happy, he will tell 100 people even when he is not asked. Have you ever noticed that no body may praise a good drawing. But ask for one fault and they will point out 100's.
The whole point is that when you put your deliverable on paper, they should be very safe. And once these are agreed upon, you try to exceed on those expectations. Be Low on Promises and Big on Delivery rather than being other way round.
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