Customer needs: the key to success in quality service
By Welex, your motivated lawyer in Marbella and efficient accountant in Spain. At times, quality of service is as important as it is difficult to carry out. This is due to the characteristics of the provision of the service, such as the difficulty of measuring and evaluating customer satisfaction.
Since the beginning of time, humanity has tried to improve all the activities it undertakes. This spirit of improvement has led to behaviours that seek to avoid mistakes and to perfect what was previously regarded by all as good or acceptable.
But it would not be fair to conclude that the quality of business organisations has evolved at the same pace. It is only in recent decades that the greatest evolution has taken place.
Initially, quality was associated with an organisation’s inspection and control sections, where it was necessary to determine, through statistical analysis, if the production met previously established quality standards. The basic objective in these cases was to achieve an acceptably low degree of error in the production phase.
Subsequently, the concept of quality was extended to all processes related to products and services, from their conception and design to their manufacturing and subsequent use by the client. Hence the slogan ‘zero defects’.
Currently, services not only have to be suitable for the use assigned to them but also have to match and even exceed the expectations placed on them by customers. The goal is to satisfy customers from the beginning to the end. This new conception of quality is what is known as ‘quality of service’.
To the extent that organisations now face greater difficulty in developing a competitive advantage, they will have to pay more attention to their services as a source of lasting distinction.
Doing so requires a precise design of the service to be provided and, in particular, a solid understanding of the level of quality the service is intended have.
But how can we define the concept of quality of service at WeLex your multilingual lawyer and accountant in Marbella?
Quality of service involves satisfying, according to the requirements of the target market, the different needs of the consumer throughout the purchase process—from the purchase decision to the sensations subsequent to the use of the service.
Technically speaking, quality of service corresponds to the degree of satisfaction that the client or end consumer experiences with respect to the excellence of the organisation’s assistance, the effectiveness of the service received (from the first contact to the postsale treatment) and the way he received that service.
The largest service institutions in the world have concentrated their efforts on the development of the human factor, seeking to establish excellence in the service they provide as the key element and differentiator in each of their markets.
Each service has a set of intrinsic characteristics that makes the client demand or request it. The client’s requirements constitute the set of needs and expectations in relation to said service. These requirements can be general or specific; the important thing is that the client and the company reach an agreement on what their requirements are and, in particular, what each requirement entails.
Meeting the needs of customers is the master key to providing quality of service. Once the requirements have been defined, they become a standard to be fulfilled by the company. That is why understanding the needs and expectations of our client is essential to our business.
At WeLex, your motivated lawyer in Marbella and accountant in Spain, there are two systems or methods that ensure that customer requirements are met.
- Detect and correct errors:This method is commonly called inspection and error prevention.
Once the needs of the clients have been identified, it is important to determine whether the service to be provided conforms to what they want. If it does not, it is important to take the necessary actions to achieve it.
- Satisfaction measurement systems: If quality of service means knowing the requirements of clients, it is equally important to understand the degree to which the company’s services meet these requirements.
Continuously measuring how the processes in the company perform to see if they are progressing is not only essential to improving the quality of the service provided, but also a useful tool for getting closer to customers.
What should we measure?
At WeLex, lawyers and accountants in Marbella, Clients find it difficult to assess the quality of a service due to its intangibility. Therefore, the evaluation must result from a comparison of expectations with the performance of the service received, paying attention both to the result of the process and the way in which it is developed.
An organisation that seeks to achieve high levels in the quality of the service it provides must pay special attention to the attributes according to which clients will judge it. The literature refers to these attributes as dimensions.
By studying dimensionality, the organisation will have relevant information that indicates on what aspects it should focus its efforts so that they are truly appreciated, achieving high rates of return on their investments.
At WeLex, your motivated lawyer and accountant in Marbella you will find Five dimensions of the quality of service:
- Tangible elements: the physical appearance of the facilities, equipment, personnel and communication materials
- Reliability:the ability of the organisation to execute the promised service reliably and carefully
- Answer’s capacity: the willingness to help customers by providing them with a fast service
- Security:the knowledge and attention exhibited by employees and their ability to inspire confidence and credibility
- Empathy:the individualised attention offered by companies to their competitors
The measurement of quality is revealed as a need associated with the management concept itself, since everything that is not expressed in figures is not capable of being managed and, therefore, not capable of being improved.
The quantification of quality management should thus provide information about all dimensions, since they are the key elements of business success.
Conclusion at our law firm in Marbella
Quality of service is a philosophy that commits the entire organisation to the goal of satisfying the needs of customers and continuously improving. This makes quality of service a strategic element that confers a differentiating and lasting advantage to companies that try to achieve it.
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