6.1 Link between quality and customer service
From what we have studied so far in this subject, let us summarise the main elements that emerge.
- The quality of an organisation's product and services are the foundation of its success in the market, where various competitors compete for the same customers.
- Organisations that differentiate their product through quality often charge a premium price, which customers are willing to pay for the superior commodity or service.
- Organisations producing higher quality products or services will keep their internal costs low, on the one hand through efficient production methods, and on the other, through retaining customers and attracting more.
- Investment in quality includes developing and continuously improving the complete customer experience with the organisation. This includes experience with the product as well as the interaction the customer has during the pre-purchase, purchase and post-purchase phases of the business transaction.
- Successes of quality and superior customer service result in economies of scale as the business develops its market share, setting in motion a cycle of improvement that drives future success for the organisation, provided it is properly managed.