Deceiving Industry with Quality: How Customers could Give the right signal of Quality?

People in the business are busy defining the definition of Quality for them to be better at producing, delivering and satisfying for the benefits of customers. However, sadly, many customers still deceived by these terms of quality that people or customer of often said that if they want a high quality then there will have to incur high cost. “Good products means high cost”

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As a customers, we see much too often that buying a quality product is about getting information from another people such as our friends, colleagues, or review of great product and then determined which one is quality product according to them and go to store and buy it.

What happen is sometimes people forget that quality products means that this product fulfilled customer’s satisfaction and that customer that is satisfied is actually is  “us” or “we” or in your case is “you”. At the beginning, quality is defined as those products that could best match and fulfilled customer’s needs. With this definition, I therefore sometimes feels awkward when I heard inside a store when a person tries to buy a high quality product merely for the sake that it is deemed good by the product label or a review from a reviewer body such as review in YouTube or any articles or professional reference magazines.

I am not trying to point out that these sources of information that tries to provide customers with the best possible references of current best high quality product is useless. It is indeed, the other way around. These references will be so much helpful for customers to know the average high quality product as perceived by the so called representation of customers such as YouTube, or some other reviewers online in internet or offline. However, the real customer is a single one of us that go into the store and buy a product. Therefore, when a customer go into a store, they have to realize that buying a high quality product means buying a product that best fit with their needs because high quality products as perceived by company that many company tries to capture is to make a product that best fit your needs.

when a customer go into a store, they have to realize that buying a high quality product means buying a product that best fit with their needs because high quality products as perceived by company that many company tries to capture is to make a product that best fit your needs.

Buying a product only because you think that the product have a high quality as labeled by reviewers or manufacturers is deceiving for a long term. It is because in the long run, if customers buying high quality products that actually they don’t really need, they unfortunately send a sign to the manufacturers that the product that they produced is indeed have a high quality as it sold good in the market. Thus, at the end, Industry will have a false impression of a good quality product.

As we can see in the picture above, we as a customer sometimes easy to see that the product is not conform with the level of quality that we should have, but not with the case with detecting and acknowledging that there are also some products that actually we don’t need and do not conform with our needs because they are just over-qualified.

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Over-qualified products get noticed from the effects after we buy this kind of products. We will likely never use many features that it have because it seems so advance and cool in the advertisement but actually we never actually need it or inappropriate at time of use. Therefore, we will just usually store it in our house because it seems have a value and function that will benefited us at the time of buying, but when it comes to using the product there are simply no place and proper time to use it.

Think about a very nice high tech Hand phone you bought or a very nice dressed that you bought. How many feature in our Hand phone that we don’t actually need and how many nice dressed that we thought it will be nice to buy it and wear it to a huge event in which this event will never yet come.

Buying high quality product is to buy a product that best fit your need.

Because every company in the world will do anything to create product that best fit your need, then why you are buying a product that is under-qualified or over-qualified to fit your need. Sometimes illusion of advertisement will make us buy this over-qualified product and the sense of security of spending money will make us buy all the under qualified product that will not fulfill our needs.But the best to gift signal for companies all around the world to be better at reading customers’ real needs or quality level is to show them by buying only the products that we really need.

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Marketing in Disguise: Transcorp 11th year celebration

Transcorp is an Indonesian Television corporation that runs its business by owning and managing several biggest television stations such as Trans TV, Trans7 and also online news called DETIKCOM. Transcorp recently had a birthday celebration which is pretty awesome. Every viewers could experienced the huge stage, famous artists and magnificent lightning effects and on top of all that, it was a well crafted program that could entertains both live viewers on the site and also at home. I was not currently in my home country but I was able to watched it through a website called Mivo.tv.

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Point that worth shared is that beyond the well presented concept, grand event, fabulous design and the overachievement result, I saw the event as an eye opening inspiration for many of Small and Medium business especially in a profit base organization. In this segment of Business, they tend to celebrate the success year by year with their own staffs, have a big cake, decorating rooms in office or probably have a adventurous outing in to celebrate it. The mainstream of owners in a small business will and in general have a good logic of giving back to their employees and of course to the owner himself a reward of this achievement by spending a certain amount of budget for company birthday celebration.

On the other end of the world, when we go to a typical birthday celebration as a person, we usually invite all the persons that is close to celebrate together. It could be our family, close friends, girlfriend/boyfriend, relatives or any persons that we deemed important in our lives.

What is wrong with this? I assume nothing is wrong, except sometimes when we run our Small Business, we become carried with the ordinary and natural action that we take as a person and forget that we are actually running a business.

Unconventional approach to a “Birthday” for a company is the exact example of Transcorp. This company definitely is not the only company that take this approach, and many other big companies take similar approach to celebrate their birthday. The mind blowing fact is that the event just did the reverse of what is considered regular approach of celebrating a birthday. Instead of only taking all employee to vacation or give treat to them, Transcorp additionally also launched an event.

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I immediately think of why they did all of that? Why they spent so much for a big event when all they should do is celebrated their success for that particular year that they have achieved so hard? By launching this event, they actually throw out their possibility of a bigger celebration because the budget for event can actually be use for their own internal celebration or outing.

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Then I realized instantly that when I saw the event, I feel like become more “attached” to this company as a viewer of this event because of the event that they held is so magnificent and beautiful. Now the reason is obvious, it is because the customers that make their business run. Big business put greater attention to maintaining their customers and this is exactly why they become big in the first place. There is actually no advantages of making a huge event called a celebration of a particular company for public. But the unmeasureable value of future profit is very certain. People perceive better image of the company and the effect is growing loyalty. This event is a “marketing in disguise” which is a very genius approach that could also be use for Small and Medium Business.

Some big companies or small companies usually do not recognize this seemingly covered opportunity by building more image into customers and expanding awareness with the motives of celebrating birthday. For Small and Medium Companies that have more limitation in their budget, a small event is more than enough than nothing at all.

if we can’t measure it, than we can’t manage it. But the most important things in business are those things that cannot actually be measured. –W. Edward Deming

It means one should not stuck only to numbers and quick profit, but also subjective matters that can guarantee our business in the future.