It is difficult, when we talk about people, to be able to put definitions and classify common terms, above all, that standardize what we want to say or communicate.
We are located in a coming and going of marketing and communication strategies that are based on exalting the quality of services and products, but what is quality really? What do our clients understand as quality? And above all, what do we want to convey when we talk about the quality of a service or product, in our communication, towards customers?
It is true that in such subjective terms we are rarely correct, customers have different perceptions, for some a product or service can be of high quality and for others it does not meet even the smallest standards.
We have to situate ourselves in establishing for our company, what it is to do something, of, or with quality.
If we refer to the dictionary definition we can find that the term quality is defined as: “the perception that the customer has of a product or service. Set of properties inherent in an object that allow it to be seen as equal, better or worse than the rest of the objects of its kind ”.
Difficult, right? Because now we find another term just as complicated: perception.
It is true that countless companies dedicate both economic and human efforts to be able to define and transmit certain characteristics that determine how we are perceived by our clients, and we constantly try to ensure that these characteristics are what make us different from the competition, but above all those that Make us see how companies that make products or provide "quality" services.
It is where we have to ask ourselves if the term quality is well applied to our communication, saying that we do something with quality can be a serious mistake when we are not aware of what our market understands by it.
I am sure that few are the companies that stop to understand and analyze, what their clients understand by this expression, however many are the ones that boast of saying that their products or services are of quality.
We strive hard to detect the needs of our clients, to know how to satisfy them and to retain them, but we have stopped to know their perception of this term.
However, we use it without any regard, believing yes, that if they find a differential factor in the product or service, that is enough to determine that what we do is "quality".
And this is already enough.
Quality is always accompanied by an adjective, good, bad… and there are even specific marketing strategies based on the quality-price of a product.
This is correct, if we really know what quality is for my market, if not, using this term can be totally counterproductive to our objectives. Taking into account that there are definitions of quality, as people who inhabit this planet.
The use of this word is seen everywhere, not only in the communication of companies, also in the language of engineering, in production processes, in business management and organization, in short….
Everywhere.
It is time to reflect a little, and to situate ourselves in what we say and how we say it, in which to realize that quality is not only doing things well, but believing, wanting and transmitting that those things are good and are perceived that way..
