I’m calling for the
word ‘quality’ to be banned. At least in
marketing circles.
My reason? It’s simple really – I’m more than a little
fed up with brands telling me they offer a quality service or product. Only this week, a consistently underperforming
Marks & Spencer talked about refocusing on the ‘quality’ of their
clothing. What on earth does this mean
to the average customer? Will it last longer? Will it be better styled? Will it
make the wearer feel better?
The problem with ‘quality’
is that its meaning is so ill-defined it’s open to misinterpretation and
disappointment. What is ‘quality’ to me
may well be ‘bog standard’ to the next man.
It’s relative and subjective.
In some circles ‘quality’
has an exclusive ring to it. Fine, as
long as you understand that ‘exclusive’ means some potential customers may feel
‘excluded’.
And, of course, the ‘quality’
of your product may well be adversely affected by the customer experience you
create around it. In fact, the higher perceived ‘quality’ of the product, the
higher the expectation of service.
The problem with
quality is that it’s in the eye of the beholder. It’s an emotional reaction. It’s open to personal interpretation and
expectation.
And it’s seriously
overused.