Bring up the satisfactory quality!

smallbusinessmagazine.org   

Every company strives for the best, the best of their company also the best for their customers. Customers are considered as king, where companies need to satisfy their needs and wants satisfactory. In this stage, customers are given the satisfactory in the mid-level, where the expectations are equal to the delivery of the company itself. It is believe that once a customer is satisfied, it can bring about an increase in the company’s image, bringing win-win benefits to both sides.

Not only in relation to customers who will gain their benefits of the delivered products and services, companies too will feel its benefits as once the satisfaction is seen, more motivation can be attained by the staffs to work more and gain more. This will push higher performance within the company. However, holding on the position of customer satisfaction is not an easy task as of the tough competition in the market. Proper commitment and support from the internals are needed.

For more details on Consumer Behavior, please contact:

KIRTI PARKASH

+62 21 8378 3288

kirti.parkash@frontlinerinc.com

Pelanggan bisa sangat puas!

Ini merupakan tahap dimana pelanggan mendapatkan pelayanan yang lebih dari yang diharapkan pada pertama kalinya. Pelanggan pada umumnya memiliki keinginan yang banyak dan jika perusahaan dapat memberikan yang lebih atau bisa disebut juga dengan Quality Surprise, pelanggan akan cenderung proaktif terhadap perusahaan itu sendiri.

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Dalam kondisi pasar yang dikelilingi kompetisi sengit, perusahaan harus memberikan yang terbaik agar bisa dipercaya dan mendapatkan loyalitas dari pelanggan. Dengan tantangan seperti ini, Quality Surprise bisa menjadi pilihan untuk memberikan kepuasan pelanggan dan mencapai tujuan perusahaan itu sendiri, baik untuk jangka pendek ataupun jangka panjang. Tahap ini juga membuktikan adanya empati dan toleransi terhadap pelanggan karena keputusan dari perusahaan yang juga memperhatikan keperluan dan kemauan pelanggan dibandingkan hanya memerhatikan tujuan utama mereka sendiri. 

For more details on Consumer Behavior, please contact:

KIRTI PARKASH

+62 21 8378 3288

kirti.parkash@frontlinerinc.com

What do they expect?

www.smallbusinessbc.ca

It is clear that as a company, it would not be easy to reach up on every expectation set by the public or consumers. Companies need to focus on their needs and at the same time, considering the high expectations of the customers itself. In general, no companies will want to work if the profits generated are not as their expectations. Yet on the other hand, customers demand different types of quality of the products and services given which of course will cause a dilemma in the end.

Each customer has their own satisfaction level and this cannot be made uniform. Theoretically, there are three steps of customer’s expectations and service delivery manner:

- Quality surprise: It is where the service given exceeds the expectations.

- Satisfactory quality: It is where the service given is equal to the expectations.   

- Unacceptable quality: It is where the service given is below the expectations.

For more details on Consumer Behavior, please contact:

KIRTI PARKASH

+62 21 8378 3288

kirti.parkash@frontlinerinc.com

Ser-Qual… Apakah cukup?

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Ser-Qual atau kualitas pelayanan merupakan sebuah hal yang perlu diperhatikan secara mendetil dalam melayani pelanggan. Perusahaan kecil maupun besar perlu memberikan pelayanan dengan kualitas yang terbaik agar para pelanggan pun akan lebih puas dan kembali lagi kepada perusahaan tersebut. Namun, apakah memperhatikan hanya Service Quality itu cukup?

Dalam zaman pasar yang kompetitif seperti sekarang, ekspektasi pelanggan terhadap perusahaan, baik dalam hal produk maupun pelayanan sudah semakin meningkat. Dalam satu sisi, perusahaan senantiasa mendesain tujuan mereka agar dapat memenuhi ekspektasi pelanggan dan di sisi lain, mencapai tujuan utama perusahaan itu sendiri. Ekspektasi perusahaan dan pelanggan terkadang tidak sejalan, dan hal ini memicu salah satu dari kedua aspek tersebut untuk “dikalahkan” pada akhirnya. Setiap sisi pasti akan menginginkan yang terbaik, tetapi apakah memadai untuk dipenuhi?

Perusahaan secara umum mengatur strategi mereka dengan cara dimana mereka bisa mencapai tujuan mereka secara "profitable”, tetapi terkadang hal ini dapat menekan biaya yang sebenarnya dapat digunakan untuk meningkatkan kualitas produk atau layanan yang diberikan. Lalu, apakah hanya memperhatikan konsep Ser-Qual itu sudah cukup dalam pasar kompetitif seperti saat ini?

For more details on Consumer Behavior, please contact:

KIRTI PARKASH

+62 21 8378 3288

kirti.parkash@frontlinerinc.com

RATER Dimension…

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Business people, especially those in the service sector, have always kept this question in mind, how to reach and fulfill customers’ expectations? As many believe, service quality is the most important thing to be focused on, and this is normally the answer to the question. Service quality according to businessdictionary.com can be defined as an assessment on how well a delivered service conforms to client expectations. More, service business operators often assess the service quality provided to their customers in order to improve their service, to quickly identify problems and to better assess client satisfaction.

Business people’s focus is truly on how to satisfy their customers, and in the continuation towards it, to satisfy the goal of the company itself. A dimension with the acronym of RATER is one dimension that can be used as a tool to reach the customer’s satisfaction. It includes Responsiveness, Assurance, Tangibles, Empathy and the most important part, Reliability.

In its brief explanation, RATER Dimension can be narrated as follows:

- Reliability: The ability to provide a service in accordance to its promise accuracy.

- Assurance: The knowledge and mannerism that each employee has, especially in convincing and inspiring their customers.

-Tangible: Physical look, tools and materials that can be measured.

- Empathy: The ability of an individual in showing attention to the customers, towards their needs also wants.

- Responsiveness: The will to help their customers in providing a quick service.

For more details on Consumer Behavior, please contact:

KIRTI PARKASH

+62 21 8378 3288

kirti.parkash@frontlinerinc.com

All about Nescafe…

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No doubt, Nescafe as part of Nestle Multinational Company is one of the coffee brands that are well known to the world, having numerous loyal customers worldwide. Coffee has the distinction of being the second-most traded commodity in the world, and competitions for this particular commodity around the world are truly high. Currently, Nescafe is holding upon 56% of market share for instant coffee category worldwide, yet the rivalry faced by them are not the easy ones. In this case, proper STP (Segmenting, Targeting and Positioning) needs to be planned in order to avoid rivalry products to take up their current position.

In specificity, the segmentation of Nescafe is more towards youths with the age of 16-24 years old, with a global campaign done for around $30 million spent. In obvious, the targets from those segments are the coffee drinkers, where the campaigns are mostly focused more on. However, as Nescafe is a global coffee brand, each country is provided with different campaigns and target markets as to satisfy the culture and behavior of each. For the positioning point of view, every taste has its own given. For instance Nescafe Cappuccino as an example, it is positioned as ‘A true Café’ by several customers and from the company itself. All these are created based on the experience that the customers feel and on how the company wants the customers to feel about the product.

This case study explains that the need of proper plan and setting of a product or service’s STP should be focused, especially if the product or service has a high number of competitions in the market place. Each aspect needs to be seen carefully as each plays a very important part in the success of the product or service. For this, professional marketers and researchers are always recommended to support the process.

Case: http://mystery-news24.blogspot.com/2013/06/term-paper-on-segmenting-targeting-and.html

For more details on Applied Selling, please contact:

KIRTI PARKASH

+62 21 8378 3288

kirti.parkash@frontlinerinc.com

Positioning the statement…

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More than just Segmenting and Targeting, within the strategy plan of companies, Positioning of the products and services needs to be done well in the market place. Positioning can be defined as a process where companies put about a perception about the products or services being marketed under the customer’s minds. In general, there are several positioning statement elements that include target market, brand, frame of reference, points of differentiation and competitive edge.

Positioning is not a brand tagline, but it is more to what companies wants the customers to relate to when they hear or see the products or services. It helps in the creation of the competitive edge in the middle of a competitive market.

In applied selling, the combination of these three steps, Segmentation, Targeting and Positioning needs to be done in order to reach the right audiences or customers and provide them with the right products or services that they need, which of course may bring positive output for the company.

For more details on Applied Selling, please contact:

KIRTI PARKASH

+62 21 8378 3288

kirti.parkash@frontlinerinc.com