Management Consulting and Training - International Management Technologies, Inc.
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Expectations
Customers have expectations about both the attributes of the product and the outcomes to be achieved by using the product. These expectations are stated in the “voice of the customer” which may not be directly measurable. They have to be translated by the producer into precise design criteria which are directly measurable. Producers sometimes refer to these translations as requirements, specifications or standards. These terms are not as inclusive as expectations.Producers in a customer-centered culture proactively solicit emerging customer expectations and wants to direct both continuous improvement in quality and achieve breakthroughs in innovation. Producers in a producer-centered culture assume product specifications totally reflect customer expectations.
CAUTION: What a customer expects can be different than what is wanted. Customers may expect a dental visit to be unpleasant. They don't want it to be. We should aim to understand and deliver what customers want, not necessarily what they expect.
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