Many years ago I came across an image that defined marketing in a way I considered at the same time innovative, enlightening and simple. It was practical.
It showed that there are several gaps when a question is examined:
gap 1 – the difference between the perception and the expectation a client has about a product (good or service). This is what we call customer satisfaction. and it should not be confused ( so I used) with
gap 3 – difference between what I want to produce and what I deliver - product compliance. Note that these small boxes are separate from each other. The one on the bottom is controlled by production technology. The one on the top is controlled by customer process mastery. The main connection between the two is
gap 4 – the difference between what I produce and deliver, and what my client perceives of it. I may be delivering a big box, which can be stacked, but my client needs an easily disposable package - this is an example of such a gap. Through client communication (advertising is included here) I can manage their expectations. The client's satisfaction will vary via improvements in my product only if he or she expects less - or perceives more of it. If the client is not satisfied, our first measure will be to eliminate the
gap 2 – by correcting my (project) specifications or eliminating production failures (product compliance).
So far went the article I read. But I realized that the client doesn't always want what he or she needs. A student wants easy tests, long breaks, but they needs to acquire knowledge. Someone applying for a loan at the bank wants a quick approval for their request - but a judicious review of their project is required to keep them from getting into trouble...
It is only an understanding of our client’s process that will allow us to approach
gap 0 – the difference between what the client needs, and what I am willing to offer!
In short, it is possible that your client is not sure of what he wants - but he is willing to pay someone to solve his needs...
Written by Claus Jorge Süffert.
Interesting article! Do you know what you want? Yes, certainly. But do you know what you need? This question is a bit more difficult to answer....and I keep asking myself ;-)
ReplyDelete