Customer ko unnis-bees ka fark bhi padta hai…!!!

I came across a recent and real example of how a new business loses its credibility in important customer’s mind and how customers feel taken for granted. We all can learn from it.

Pradeep runs a very reputed coaching class in Mumbai. It has more than 5,000 students on its roll. To all these students, they give some stationery like bags, note books, file folders, pens etc. with the coaching class branding. Pradeep ensured that this stationery was always of the best quality. He never compromised on the quality of things on which his brand’s name was printed.

Shrikant, a cousin of Pradeep, started a new wholesale business of PVC file folders. They supplied to bulk users and coaching classes were one of the target customer segments. He approached Pradeep and requested for an order of file folders. Pradeep showed him his regular folders, which were sourced from the best manufacturer with the best brand and quality reputation in the corporate market. Pradeep required 20,000 folders every year. He told Shrikant to provide him the same quality at better rates. Shrikant readily agreed and promised that he will certainly match the quality and will give better price. He took a specimen sample from Pradeep and went to work. Shrikant was very happy that he got a big order right in the beginning of his venture. That was a very good start to build upon, he thought.

The folders were delivered in due course. To Pradeep’s surprise, the quality of folders was not as per the specimen given to Shrikant. It was distinctly inferior. He called up Shrikant and asked for the reason for the difference in quality. He made it clear to Shrikant that he was not happy as the quality obviously did not match that of his earlier supplier. To that Shrikant replied, “I agree the quality is not same. That company gets its material from foreign markets on exclusive basis. It is not available in India to anybody else. What I have given you is the next best to it. And the rate is also 15% less. Sirf  unnis bees ka fark hai. Nobody notices in so much detail. Tere students ko kya fark padta hai….?

But it made a difference to Pradeep, to whom quality was of supreme importance. He realized that he had made a mistake of experimenting with Shrikant without checking his credibility. He felt that Shrikant should have communicated to him when he found out that the same quality was not possible. Pradeep felt being taken for granted and he disliked it.

He never repeated the order to Shrikant. Shrikant’s inability to understand that customers may forget the price, but they always remember the quality of products cost him a very big customer in the early stage of his business.

Really, customers never forget the bad quality or bad service. And they do not forgive being taken for granted. In the matter of quality, unnis-bees ka fark is a big difference. It can kill the credibility of a business. Forever.

Why products fail?

It is not rocket science to understand why products fail. Good or bad products can be identified by the quality of their advertisement campaigns. These days, an advertisement of a chewing gum is appearing on TV. It promotes the chewing gum that can help you take fast decisions and make smart choices. This is a perfect example of a mediocre advertisement. There is nothing good about the TVC. The theme is outright downmarket and dirty. The cast is of that calibre only. The storyline is also very very distasteful. It cannot be worse. The advertisement is showing three teenager boys ogling at titillating film posters or some real girls partying or taking a swim in a pond. The whole idea is horrible distasteful. First of all, the boys are shown of very tender age. No parent would like to see the advertisements like this along with their teenagers.It is utterly disgusting, to say the least.

The production quality of the advertisement is also very poor. The voice over is so unclear that the name of the product cannot be heard. Same is with the visual of product logo. Even after seeing the advertisement for 10-15 times, you may not understand what is the NAME of the product….!

Looking at the advertisement, you may feel that mediocrity works in groups. The product, the marketing and the advertising team all have proved that mediocre people find each other and produce mediocrity with zeal.

And to top that, one music channel had that product as sponsor of today’s Valentine’s Day… One more mediocre adding itself to the gang….!

No wonder, mediocre products fail. And I must say, they must. Miserably…Even if they are made by great companies. Finally, great companies also have mediocre people occupying privileged positions on its desks. I wish the good sense prevails in the company.