If your product doesn't do what it says on the tin then you need to back up this 'Promise' with action.

• Make sure that customers don't become your quality control department! A good quality control system is vital .
• The customer wants consistency - they want the product to be the same (or better) every time they buy and consume it.
• Don't make it difficult for the customer - 'out of stock' may drive your customers elsewhere just like product failure will too.
• Remember that everyone wants to receive the product in great condition so packaging, its look and functionality cannot be overlooked. This is an integral part of the product.
• After care services are also part of the product - working with customer services will be important if a service to match the product promises is to be consistently delivered. The penalties for poor performance in the product category may well be fatal to your company's reputation. Tracking product performance is critical - the penalties could be severe.

Review the Product Quality Sample Checklist in the resources file to help you establish your own quality controls.