Carl Klutzke (![[info]](http://p-stat.livejournal.com/img/userinfo.gif){kind=small} sirvalence) wrote,@ 2008-04-29 11:55:00 |
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| Entry tags: | ixd |
"A Reuben Sandwich Teaches Quality"
A colleague sent me this: I don't know the original source. I was intrigued because of the conjunction of two things I'm interested in: quality (in the form of good interaction, at least) and Reuben sandwiches.
Richard L. Ferrin's article "I Believe I'll Have the Reuben", published in the May 1994 issue of Quality Progress, tells the story of how his purchase of a reuben sandwich parallels a quality journey. He tells of entering the Nine-to-Five Deli in Maryville, TN with a friend, and studying the menu. When asked if the reuben were good, the owner stated they were 'the best". Mr. Ferrin was skeptical, considering that he had spent several years in NYC, and had sampled what he believed to be some of the best reuben in the world. When he asked the counter man if he really believed his were that good, the man replied, "You decide."
Almost finished with their sandwiches, they were interrupted by the counter man asking how the sandwiches were.
THE FIRST LESSON IN QUALITY -- the customer determines the quality of a product or service, not the seller, or maker. This may be disturbing, because the customer is free to use any standard he or she chooses, even if unrealistic. Their comparison might include (subconscious) memories of the environment, who they were with, or other intangibles.
Both men ordered reuben sandwiches, and sat back discussing common interests. Upon receiving the reuben, they continued the conversation, with nothing more than a comment to each other that the reubens were "pretty good."
THE SECOND LESSON IN QUALITY -- If you are the supplier, you may mistakenly believe that your customers are totally focused on the quality of what you have provided, when in fact they may not be true. Despite your best efforts, they may not notice the quality, unless it is outstandingly good, or totally fails to meet their expectations. Services or products that are merely satisfactory may well be taken for granted.
Almost finished with their sandwiches, they were interrupted by the counter man asking how the sandwiches were.
THE THIRD LESSON IN QUALITY -- The only way to really know if your product or service meets your customer's expectations is to ask. Your best judgment is no substitute for direct feedback from your customers or clients.
Mr. Ferrin's reply, based upon his experience as an educator, was that the sandwich was pretty good, and that he would probably grade it as an "A-". The quick response from the counter man was in the form of a question asking what he had to do to get an A+. The answer was that it could probably use a little more sauerkraut. Mr. Ferrin admits that his answer might be specious, maybe his previous excellent reubens had not had more sauerkraut, but it just seemed that particular reuben could have been made better if it had just a little more sauerkraut.
THE FOURTH LESSON IN QUALITY -- Most customers have an unspoken standard, even if never before articulated. Guessing at this standard, or becoming defensive if you are unable to "delight" them, is unproductive, and is not likely to lead to improvement that will satisfy or delight them.
Even though the two gentlemen were nearly finished with their sandwiches, the counter man went back to the kitchen, and plopped a large handful of sauerkraut on the grill. His wife objected, because that was the last of the sauerkraut, but the counter man replied that they could get an A+.
THE FIFTH LESSON IN QUALITY -- True desire to excel is the key to fully delighting your customer, even though it might take extra effort or resources.
The customers, seeing this extra effort, had stopped eating their sandwiches, and waited for the extra helping of sauerkraut. When it arrived, they added it to their almost finished sandwiches, and polished them off. Fully satisfied, and even delighted with their lunches and the service provided, the customers left the deli, and have told this story, and written the aforementioned article, resulting in unexpected free advertising, and possible extra business.
THE SIXTH LESSON IN QUALITY -- You never know when your extra service or exceptional quality will pay off. Delighted customers tell others, and truly the best advertising is word of mouth. And from time to time, a golden opportunity will present itself when your delighted customer will turn out to be someone who can be key to your future success. Mr. Ferrin points out that he has told hundreds of people about the experience at the Nine-to-Five Deli in Maryville.
QUALITY SERVICE PAYS OFF ON THE BOTTOM LINE!! AND IT USUALLY IS NOT THAT DIFFICULT OR EXPENSIVE TO PROVIDE, IT JUST TAKES DESIRE AND DEDICATION!
I'm sorry to say that a Google search reveals no current indication of a Nine-to-Five Deli near Maryville, TN. Too bad: we'll be staying just north of there for a week this summer, and I probably could have arranged a road trip.
