Section 4.2: Responsibility in Marketing
When selling a product, publishers and sellers focus on the highest points and tend
to avoid the product faults. As a result they overpromise and you, as entrepreneur,
are bound to underdeliver, or provide a service which is lower than the customer
expectations. As we have said in the introduction, quality is all about meeting
consumer expectations. Either it is you or someone external who writes the advertising
and marketing materials be sure to consider the following:
- A secret to success is to promise a little bit less than you offer. Your customers
will always be more satisfied with a result that exceeds their expectations. Be
modest when you market your product but make sure that all best assets are also
mentioned and do not lower those expectations that you can actually meet.
- Be honest. Do not lie to your customers or provide them with deceptive images or
materials. Do not forget to mention negative aspects and try to work out compensations
that will atone for them. For instance, if the road to a particular spot is long
and in bad condition, try to offer some refreshment after the trip and before the
visit to get the visitors in a better mood and explain how the remoteness of this
particular spot makes it especially worth visiting.
- Always comply with all promises made to customers, whether they are in marketing
materials or personally made by you or your staff.
- Train your staff and all other providers of services that you may engage with. Be
sure that they all understand the customer expectations.
- Always try to deliver a little more than promised. Small treats such as coffee or
tea offered freely or welcome packages cost very little but have a great impact
on customer satisfaction.
- Work on customer feedback and research to be always ahead of your customer expectations.
