Let's Have A Quality Talk

Quality is the buzz word that, once tagged on a product, elicits a certain consumer expectation. You know the pitch ‘you won’t find quality like this elsewhere’ has become synonymous with sales, especially as the Australian buyers’ market shifts towards more locally produced products. So, what power does ‘quality’ hold for a brand and when you buy quality what does that even mean?

 As an industry leading company, we asked three people from different key areas within Digga Australia their opinions on quality and why it is important for a company to strive towards ‘quality’.

 So what does quality mean and why is it so important?

 If we use the standard dictionary definition, then quality is a characteristic or a standard which someone or something is held to or measured against.  This definition is vague and leaves more questions especially in the context of your brand. How do we reach those standards of quality? Where do they come from and who sets the level?

 “The most basic principles of a quality product are usually defined by the production standard. Does it incorporate features and benefits that make it fit for purpose and satisfy customer needs and wants? Digga takes this further, we ask can we give a customer the confidence knowing the product will provide a return on investment and a means to provide for their family?” – Anthony Wieckmann, Product Manager at Digga Australia

 The focus here at Digga was explained as not just based on a static product, although important, but rather what the product means for a customer in the greater context of their livelihoods. With small businesses feeling the crunch during the pandemic, more customers are looking for versatility with products from a brand. More bang for your buck. Affording a customer flexibility with their product and expanding their earning potential, adds to brand quality and market staying power, that this is a brand that can develop alongside you as a consumer.  

 “When someone receives quality they want to tell people, share the experience. When a customer experiences quality with your brand, you’re able to build on that experience and then form a bond with that customer of a mutual respect which sees them returning to you over time.” – Alan Wade CEO of Digga Australia

 A customer’s definition of quality can change with time which is why it’s important to listen and integrate customer feedback into your product development. Digga Australia, for example, sees the customer as another avenue of quality assurance and has worked to redevelop products in line with market feedback. There is significance in making your customers feel heard and understood, which breaks away from an ‘us and them’ mentality. This way establishes trust and reliability; that Digga as a brand understands their needs, the context, and the environment. They’ve been there, they are Australian owned and made, born and raised.

 Highlighting the customer’s impact on a brands effort towards quality isn’t to downplay the importance of having a quality product in and of itself. Moreso, it’s to draw attention to the idea that quality is a multifaceted concept that needs to be integrated into your daily practices.

 “I like the quote ‘Quality is the totality of the features and characteristics of a product and a brand in being able to satisfy a need.’ This to me doesn’t put a time limit on quality. For me this means quality from start to finish, from production to after service care” -  Russell Johnson Process/Planning Supervisor at Digga Australia

 “My true vision of quality, it comes from a deeply rooted culture and desire to deliver to the customer the best experience they could have. A quality business is judged by the experience the customer has, from the answering of a phone call with a warm friendly manner or walking into reception to be greeted with a welcoming smile, then by dealing with a well informed and understanding salesperson, by how their goods arrive in a timely manner, well packed and presented, to how the product is built delivering outstanding performance and giving years of reliable service backed by the best aftersales service where we worry more about getting the customer back to work as the top priority.” – Anthony Wieckmann Product Manager Digga Australia

 If you are using quality as part of your brand identity or even your sales pitch, it’s important to ask yourself if you understand what quality means for you and your customers. The importance of how you define quality will define your business and your brands reputation.

 After 40 years of experience, innovation, and development Digga Australia considers quality as greater than just the sum of its parts. That’s why they can confidently say that they build quality and  back it up with industry recognition.

 “Our vision for QUALITY must and always be a holistic view to deliver it completely and truly in every aspect of our business not just the physical product”.

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