Topic 4 - Exceeding Customer Expectations(1) (2)

7/25/2019 Topic 4 - Exceeding Customer Expectations(1) (2)

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Iriana Suraya Abdul Wahab

[email protected]
mailto:[email protected]:[email protected]


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After learning this topic, students should be able to:Identify why A-plus can help customer retentionList the Si A-!lus "pportunities#plain the $alue in Si A-!lus "pportunities%escribe the information in Si A-!lus "pportunities"utline the personality in Si A-!lus "pportunities#plain the add-on in Si A-!lus "pportunities

%escribe the con$enience in Si A-!lus"pportunities&ecognise where these ideas come from


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'ell me what is yourfavourite

restaurant, product orser$ice

Whyis it your fa$ourite(


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'he underlying theme: )*ou achie$e customersatisfaction, retention and loyalty by eceeding inpositi$e ways, what customers anticipate+.

'he process of exceedingthe anticipated is

called A-plus

Why customers do what they do( !eople are moti$ated to act in a particular way

because their action will either result in a gain ora$oid loss


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6onsumers chec3 to see if what they gi$eto the relationship balancewith whatthey are gettingout of it.

Ineuity can be ad7usted by ha$ing)rebalance+ in the relationship. 4#ampleby being courtiers, buy a gift5


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When people sense ineuity, he or she will respondwith one or some combination of the following

beha$iors:/.Ignore or rationalise with ineuity 4i.e. )I am goingto fght or my rights5

8.%emand restitution4i.e. demand for fairer pay, or

customer wants money bac3 when product ualityis poor5.

9.See3 retaliation4i.e. tell other people about badeperience, or sabotage5

.

Withdrawfrom the relationship 4i.e. uit and dontcome bac35


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Another side of euity theory is thatpeople who feel that they are recei$ingmore than they ;deser$e, they would wantto restore the balance of fairness.

#ample: When someone gi$e you anunepected in$itation or gift, you might

also buy a gift in return.


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VA!"#opportunity that createsA-!lus #periences

!eople thin3 these product as eceptional productssuch as a !anasonic air conditioning, lasting watch4"mega, Sei3o5 and etc.

'his product may eceed customers epectations by$alue.

=uyers of these products feel they got more for theirmoney than they would e$er epected

#ample: >ood price, long lasting or $alue added.


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?ethods to create a sense

of $alue: An enhanced sense of $alue can

be produced $ia pac3aging

4wrapped nicely and presented

in an attracti$e bo5 #ample !erfume boes

=y personaliing the product 4personalise noteincluded in the product5

"Bering etended warranty 4electronic items5


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I$%&'(A)I&$ opportunity thatcreates A-!lus #periences

#$ery product should ha$e an informational

component.

#ample: A can of soup contains nutritional data,ingredients, direction of coo3ing and recipe

#tra information pro$ided could create A-pluseperience as info is non standard and $alueadded, which will eceeds customer satisfaction.


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#ample: A car salesperson will

go beyond eplaining the carfeatures but highlights the

technical capabilities and engineering mechanisms inthe car.

=est opportunity for A-plus is when the informationin$ol$es using diBerent media than its customary.

#ample: When !anasonic launched its microwa$e

o$ens, customers were pro$ided with manuals,coo3boo3s and /2 free coo3ing classes to learn howto use the microwa$e.


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SP##*opportunity that creates A-!lus #periences

&esearch of customers turnoBs, shows thatcustomers disli3es ha$ing to wait too long for

products and ser$ices.

!eople across all business want timely response.

#ample: %CL, promises todeli$er your pac3ages by /2 the

net morning, but it usually

arri$e at 0 or 0.92am.


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'he reason speed is such a powerful way of eceedingepectations is that, in our culture, people often fail tobe time conscious.

According to !aco Dnderhill, waiting time may be thesingle most important factor in customer satisfaction.

"Bering ser$ice faster than epected e$en when you originally set theepectation- is a powerful form ofA-plus.

#ample: %ominos oBers to rebate&?E if the pia deli$ered in more than

92 minutes.


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P#'S&$A!I)+ opportunity that creates A-!lus#periences

!ersonality of people within the organisation could

be used to eceed epectations.

Some beha$iors such asfriendliness, courtesy,eFciency, professionalism anduality arecon$eyed$ia both $erbal and

non-$erbal beha$iors.


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Cow can your company pro7ect positi$epersonality to eceed customerepectations(

#ample: Starbuc3s staB, meet and greetcustomers before and after the purchasewith a smile. 'he public will percei$e thisas pleasant personality.


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A**-&$opportunity that creates A-!lus #periences

#ceed customer epectations by adding on bygi$ing or selling customers something else that theywill need or appreciate.

Sometimes add-on are sold or gi$en, both can beeBecti$e

#ample: If a shoe is purchased, the sales personcan suggest padded inserts.

#ample: Cotel pro$ides a

fruit bas3et or chocolates.


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#ample: A doctor pro$iding candies to 3ids.

'he best 3ind of free add-ons are those with highpercei$ed $alue and low cost of business.

#ample: Gree home deli$ery ser$ice fromelectrical and furniture stores

#ample: 6ar ser$ice centers

pro$ide free car wash,Gree drin3 reHlls restaurants


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&$V#$I#$# opportunity that creates A-!lus#periences

Cow can you eceed customer epectations byma3ing your product or ser$ice more con$enient

that epected(

6on$enience is one of the most

promising A-plus opportunity

areas because so much of whatcustomers face today is

incon$enient.


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#ample: 'oyota Leus recall eBorts, arrange for pic3up and ga$e a loaner car for its design defect.

#ample: ?any fast food outlets oBer deli$ery ser$icesso customers dont ha$e to go to the restaurant andwait. With deli$ery ser$ices, customers en7oycon$enience.

"rganisations could gain strong competiti$e ad$antageby pro$iding A-plus ser$ice in the area of con$enience.

#ample: ?ayban38u, created

con$enience for customers to pay

bills online.


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A-!lus is the master 3ey for building customersatisfaction, retention and loyalty.

As3 employees in all le$els in the organiation to

apply creati$ity.

&eward good ideas and

brainstormto gather new ideas.

'he best A-!lus ideas are from

alert and inno$ati$e people.

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Topic 4 - Exceeding Customer Expectations(1) (2)