Lets Face It: Excellence is the excellent differentiating strategy

"...customers value excellence, and high-quality products and services"

Like any other young man, he completed his college studies and got an attachment to one of the best hospitality companies in Kenya. For the three months he worked there gaining practical work experience, he proved his ability to learn and contribute intelligent ideas that highly improved the delivery of service to enhance customers’ experience. Towards the end of his attachment, he applied for an internship in the same company, which he got. The internship was supposed to last for six months and his only entitlement was transport and airtime allowances. Despite being the youngest worker, he ended up as one of the most valuable resources in that hotel. This was after developing strategies that improved the quality of services offered by the company making it a superior brand among its competitors. His efforts earned him a high paying job, and the company’s excellence in service delivery earned a competitive edge in the hospitality industry.

We are living at a time when everybody wants value for money. Customers are buying products and services based on how much it’s going to satisfy their needs. The employer is equally looking at how much value an employee is adding to the business or organization. Going forward, we shall have people working on contracts and payments shall be in terms of wages. Work shall be measured in quality and quantity as the worker’s productivity determines the reward thereafter.

These are the times that nobody will care so much about the input as long as the output is poor. It is the end result that matters the most and as it has always been, the end of a process is more important than the beginning. I was listening to an artist whom people don’t seem to appreciate his art, ask people if they really know how much it costs to release a video before they can hate his work. This is a case scenario for someone who is counting more on what it takes to make a product than how much for the product is to meet his audience’s expectations. There are those that have been riding on customers’ sympathy to make sales. The bar is rising and soon they will have to be up to the standard or else lose consumers.

Bringing the point home, I will use the Kenyan telecommunication industry as an example. We have about three major players in this industry where two have amalgamated for the purpose of competing with the main player and a household brand for that matter. Since the day this company assumed operations, every passing moment has been a period of prosperity, growth, progress, and high market activities. They have achieved excellence as the gradual result of always striving to do better, and the better option they have become to the majority of consumers. The company remains the richest and largest mobile network operator in Kenya with its services ranging from electronics, fiber optics, phones, money transfer, and other technology-based transactions. To our surprise, their services are more expensive than those of their competitors but we still choose them. Do you know why? It’s because customers value excellence, and high-quality products and services.

As people are working on better living standards, quality is one of those attributes that is being taken very seriously. Parents are looking for schools where their children will get nothing but the best education. A lot of customers buying furniture want them perfected in detail. In consultancy, clients are seeking experts who will deliver and help them improve their economic and social life. Someone said that excellence is never an accident; it is the result of high intention, sincere effort, intelligent direction, skillful execution, and the vision to see obstacles as opportunities.

Focusing on the future of work and business, excellence is the property that will differentiate the best from the rest. Being so good at what you do will, of course, give you a competitive advantage and your products and services will be high on demand. I would like to conclude with a quote by Robert Townsend, ” If you don’t do it with excellence, don’t do it at all! Because if it’s not excellent, it won’t be profitable or fun, and if you are not in business (or work) for fun or profit, what the hell are you doing there?”


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