The Year of Quality

The term quality has such an ambiguous reputation.

• “Quality is the same as luxury or high performance.”

• “Quality is only about the product.”

• “Quality is expensive.”

• “Quality is subjective and unmeasurable.”

• “Customers always know what quality means.”

• “Quality is only relevant to manufacturing.”

• “High quality always means longer production times.”

None of these are accurate. Here is what is accurate.

Quality is meeting or exceeding customer expectations.

But what does that really mean? And why does it matter?

The Customer

The key to understanding the definition of what quality is (and isn’t) starts with understanding your customer.

Who are you serving? For example, businesses serve customers. But leaders serve frontline employees. And frontline employees produce outputs. And outputs result in products and services. And products and services solve customers’ problems.

Name him or her. Be specific. Because each customer has specific expectations.

The Customer’s Expectations

Customers are not always fully aware of what they want and how quality should be defined. More often than not, their ability to articulate their needs clearly is deficient.

Here are 4 steps you can take to bridge that gap:

1. Dig Deep
   Customers may describe their problems in vague or indirect terms. For example, a business owner might say, “Our marketing just isn’t working,” when what they truly need is a clear strategy to attract their ideal customers. Your role is to understand the root cause of their frustrations, and deliver a solution tailored to their specific needs.

2. Articulate What They Cannot
   Customers may lack the ability to clearly articulate what they expect. By asking the right questions, listening closely, and offering clarity, you can help them define their own expectations in a way they hadn’t been able to before.

3. Set and Align Expectations Early
   Often, misunderstandings arise because of a mismatch between what customers think they’ll receive and what’s being delivered. Be proactive by defining the deliverables clearly, explaining how your solution addresses their specific needs, and revisiting expectations regularly to ensure alignment throughout the process.

4. Use Feedback as a Compass
   Expectations evolve, and so should your approach to meeting them. Are you solving the right problem? Are there areas where you’re falling short? What additional value can you provide in the future? When you view feedback not as criticism but as a tool for growth, you demonstrate a commitment to understanding and improving the customer’s experience.

Meeting or Exceeding the Customer’s Expectations

Meeting expectations is good, but exceeding them is how you create lasting loyalty and build long-term relationships with your customers.

Exceeding expectations isn’t necessarily about doing more; it’s about doing the right things better.

Anticipate potential challenges your customer hasn’t yet considered.

Great service providers think one step ahead. Customers may not always be aware of the obstacles they’ll encounter, but you can leverage your expertise to prepare for them.

• Example: If you’re designing a marketing strategy, you might anticipate future industry trends or shifts in consumer behavior, ensuring your plan remains effective long-term.

• Action: Ask yourself, “What could go wrong here, and how can I address it before the customer even notices?” Proactively solving problems builds trust and confidence.

Provide insights or recommendations they didn’t know they needed.

Sometimes, customers don’t know what’s possible until you show them. By understanding their goals and offering tailored solutions, you can introduce ideas that add unexpected value.

• Example: A consultant might identify inefficiencies in a client’s workflow and suggest automation tools, even if the client didn’t request it.

• Action: Regularly review your customers’ current needs and goals. Propose enhancements or alternatives that align with their objectives, demonstrating that you’re invested in their success.

Ensure consistency and reliability, so customers feel confident in their choice.

Exceeding expectations isn’t just about delivering once; it’s about delivering every time. Customers value consistency because it creates predictability.

• Example: A logistics provider that always meets deadlines or a technical sales representative who responds promptly builds a reputation for reliability.

• Action: Standardize your processes and implement checks to ensure consistent results. Reliability is often what separates good service from exceptional service.

Meeting expectations completes a transaction. Exceeding expectations fosters a partnership where customers see you as an essential part of their success.

Your goal isn’t just to deliver a service or product—it’s to become indispensable. That’s how you exceed expectations and create lasting loyalty.

The Challenge for 2025

Here’s my challenge to you—the small business owner in America. Identify your most important, non-obvious customers—your frontline, value-adding employees.

Why? Because your frontline employees are the bridge between your business and your end customers.

They produce the outputs, deliver the services, and solve the problems that define your company’s quality.

If they’re not empowered, equipped, and supported, it will directly impact the experience your end customers receive.

Here’s how you can rise to the challenge…

Treat your employees as internal customers.

Just as you dig deep to understand and exceed the expectations of your external customers, do the same for your team. What tools, training, or support do they need to deliver their best work… to reduce the burden and frustration of doing their job? Listen to their feedback, help them solve their frustrations, and create an environment where they can thrive.

Align internal and external expectations.

Ensure your employees understand the expectations of your external customers. When your team has clarity on what success looks like, they’re better positioned to deliver consistent, high-quality results.

Invest in their growth.

Continuous improvement doesn’t just apply to processes; it applies to people. Provide opportunities for your employees to learn new skills, grow in their roles, and feel valued. A team that feels invested in is one that will go the extra mile for your customers.

Recognize their contribution to quality.

Your employees are not cogs in your machine; they’re the stewards of your brand’s reputation. Recognize and celebrate their successes, and make them feel like an essential part of the journey to exceed customer expectations.

Ready to make 2025 the year of quality? Start by focusing inwards—on your most valuable internal customers: your employees. Take one actionable step today:

• Schedule a team meeting to gather feedback.

• Review the resources your team needs to excel.

• Define clear success metrics that align with your customers’ expectations.

Small, intentional actions can spark big changes. Empower your team, align their efforts with your vision, and watch how quality ripples through your entire business.

Let’s make 2025 the year you pick up the torch of quality—together.

(P.S. Have ideas or challenges you’d like to discuss? Hit reply, and let’s talk!)