Home
Deutsch space Search  Search
IMP THINKTANK    CONSULTING    IMPULSES    NETWORK   
IMP
space
space
space
 
space
 
 
 
 
space
 
space    
space
space
   
space
space
space
CUSTOMER-ORIENTED COMPETENCIES
 
How can the customer-oriented competence of the company be evaluated?
 

IMPROVING PERFORMANCE ≠

CUSTOMER SATISFACTION 

________________________________________________________________

Traditional analysis models incorrectly assume that an improvement in performance of the criteria and dimensions considered important automatically leads to an increase in customer satisfaction. 
________________________________________________________________
 

Despite the significance that companies place on customer focus these days, in most cases there is a lack of sound concepts for correctly measuring the benefit of the right existing and potential customers.

Starting with the work of Japanese scientist Noriaki Kano, IMP has been able to prove in countess studies that this assumption is false. The most important point is, on the one hand, that not all services are equally able to inspire positive customer satisfaction and, on the other hand, no consistent, linear connection exists between performance improvements and the corresponding increase in customer satisfaction.

In the end, three types of requirements need to be distinguished here whose degree of fulfillment have a vital effect on customer satisfaction and therefore on the perceived quality of customer focus.


BASIC REQUIREMENTS

  • These include all possible performance components that the customer requires. They have to be fulfilled to the expected degree. If this is not the case, drastic dissatisfaction occurs. Suppliers with weaknesses in those basic requirements tend to have minimal sustainable market chances. At the same time, suppliers with advantages in the basic requirements don’t inspire waves of enthusiasm with customers. That means: No positive satisfaction is created. 
     

PERFORMANCE REQUIREMENTS

  • What we are talking about here are services that lead to both satisfaction when customer expectations have been exceeded as well as dissatisfaction when customer expectations have not been fulfilled. Companies that are convincing in terms of their performance requirements are the ones who possess true competitive advantage.
     

EXCITEMENT REQUIREMENTS

  • This refers to those product or service features that really inspire customers. This only happens when a supplier provides solutions for a previously unresolved customer problem. If no supplier provides solutions then the customers are not satisfied.
     

Whoever wants to provide the best, sustainable solutions for the challenges facing the RIGHT CUSTOMERS in the future will have to pursue an in-depth analysis of its own customer-focused competencies. The following core questions will need to be answered:

  • From the perspective of the right customers, which criteria are decisive in making them purchase or not?
  • Which of these criteria are BASIC, PERFORMANCE or EXCITEMENT REQUIREMENTS?
  • To what degree does the company itself fulfill the relevant customer criteria compared with the other most important competitors?
  • In what categories – basic, performance or excitement requirements – does the company possess real opportunities for differentiation?
     

         

© IMP

IMP’s analysis concept is based on the latest scientific methods and standards and provides a unique opportunity to evaluate the actual customer-oriented competencies of the company. 

 

space
space
space

 

 

 

Not all services are equally able to inspire positive customer satisfaction. 

space
space
spaceHomespaceContactspaceTerms & conditions