The word to which it now this is explained in 99% of all the briefings that you get from customers. It is the term that can judge us as private people, the products and services that we take every day to deliver. It brings the creative edge of despair, that they once again write about what they should. It is the buzzword in our industry.
It says: quality.
In a country like Germany, leaving this quality course to chance. Since the ISO standard is now ubiquitous in many areas.
quality seems to us to be perceived more easily identifiable when talking about screws for people. (Would you be so intense deal, then one set sure that there are as enormous quality differences).
But it wrong all those who think quality is an objectively measurable condition.
quality is a measure of individual perception and expectation of each customer. For the one is a Dacia 9999 € for good quality. For the other a scrap heap.
one has as a provider of products or services, understand first, that the quality of their own goods from the assessment of clients, one is an important step further.
Even as an agency.
define how customers the quality of an agency? Is there a greatest common denominator?
Is creativity the bar? The success of advertising? The willingness of the Service Agency?
What you put as head of the Focus?
With my creativity I do not award creativity, but I mean the absolute will to solve a task as creative and unusual that they will do the job. Regardless of how one views the personal taste, the internal political processes and the expectation of the customer.
concrete example: I take part in a pitch and present a concept of which I am sure that it meets the briefing 100%, but possibly not in accordance with the Taste of the customer (such as too provocative, too polarizing, too far away from the product, etc.). I increase the risk, not to get the job.
With the success of advertising, I think that one is doing anything to the customer's expectations (and often the expectations of market research) to use. This can mean, to develop concepts that do not meet their own creative ideal line.
concrete example: I take part in a pitch and I am sure that a testimonial campaign will test the design Marktforschuung cut very successful. So I choose this approach, although the campaign creatively not meet my expectations. But I want the job must have.
With my service I stand, that one is putting on an agency to respond to the specific characteristics of each customer. This can be delivered on time (no matter whether one is convinced of the work until then), always be kind (even if you get an unwarranted in the face) and this may be true, make all the internal political situation. Whoever is always taken into account, believes so secure the goodwill of the customer.
concrete example: A customer is uncertain and a decision can be developed for a briefing so many different alternatives, so it must not be set. He has all the options open to his boss (the CMA Strategy - Cover my as). Although leading the agency to frustration, inefficiencies and contradictions, the attempt is to provide customers what they want.
Many readers will think now, as an agency, I try to meet all three criteria.
The satisfaction of a customer can indeed exist and that he expects an agency to meet its expectations not just , but also, a positive surprise.
We are back to the core point. Each individual customer defines quality differently.
Whether I buy a car or hire an agency, as a customer was always a very personal expectations.
Agency for handlebars is to figure out not only these expectations, but they vote with their own quality philosophy.
are the key criteria: first
To accept that customers define quality and to find out what their individual requirements (permanent customer orientation).
second This quality to supply as that before his mirror image may still exist (authenticity).
Only those who provide creative than a quality with which he - and large - is self-satisfied, can remain over the long haul a serious talking to customers. Who
great luck and skill has that puts more emphasis on state 2 and can fulfill condition 1.
These findings are now certainly not science. But the beginning is a good opportunity to remind myself that one again.
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