Not only did Mr. Ford make leaps and bounds in manufacturing efficiency, he made a very good point regarding the trade off of satisfaction for efficiency. By choosing to mass produce the automobile, he made a concious decision to neglect certain wants of the customer. Although no longer being able to choose the color of their automobile, the customer could purchase a car for a lower price by receiving a standard color. The Marketing Science Institute of Cambridge Massachusetts conducted a survey of what customers find most important in regards to quality service. Customers want a desired service to be performed dependably, accurately and consistently.
Unkept promises are a big source of customer dissatisfaction.
Customers want prompt service. A firm which quickly answers telephone calls. They also want helpful information about a product or service. Customers appreciate employees who are courteous and knowledgeable about a product or service. Employees need to project confidence in the service they provide.