14 DAY TRIAL // Quality management has always tried to create a satisfying feeling for every customer, but managers should also focus on the customer's positive emotions, because being 'satisfied' might just not be enough, according to a Mid Sweden University doctoral dissertation.
Johan Lilja, the author of the dissertation entitled “The Realization of Attractive Quality”, said that “it’s both desirable and necessary to complement modern quality management with a stronger focus on consumers’ positive emotions.”
“In my dissertation I present insights, metaphors, and new models; the aim is to contribute to new ideas and a more nuanced discussion about this shift in perspective.
“My contribution can facilitate and guide steps in the actual implementation of such a positive shift,” he added.
The main idea is that modern systems for quality management can actually handle the creation of very strong positive emotions among customers, and this is a major change from previous strategies.
Quality management has always aimed at a 'satisfied customer' but these past years, this concept has proved to be very far from the truly excited customer, everyone wants to have.
This is why it is vital to focus more on the customer's positive experience and feelings, and understand that people wish for more than simply avoiding problems and pain, AlphaGalileo reports.
Humans want to be happy, thrilled about things, they need to fully enjoy a product and make everything to have an interesting and stimulating life.
“The vision is for our quality management systems soon to focus just as much on realizing customers’ happiness, delight, and high point experiences as they do today on reducing dissatisfaction, complaints, and problems,” explained Johan Lilja.
Quality technology is all about spreading and developing knowledge via products centered on the customer and through an operational development, and quality management needs to put this in practice within an organization.