According to the article, two years ago, the University of Illinois Medical Center initiated a program of openly acknowledging and apologizing for its medical mistakes. Since then, the number of malpractice filings against the center dropped in half. And in 37 cases where the hospital acknowledged a preventable error and apologized, only one patient has filed suit.

In one patient's situation described in the article, "the doctor was completely candid, completely honest, and so frank that . . . all the anger was gone." This apology also helped settle the case for a significantly lower amount.

Creating a Perception of Seamlessness

To help ensure the continuity of our customers' perceptions, we need to create consistently pleasant experiences in every interaction each person has, from visiting a Web site or bricks-and-mortar location, to asking for more information, to buying products, to receiving shipments, to interacting with the actual products or services, to asking for help, and so on.

Consider this very important point: People perceive a series of interactions with your organization and offerings as one cohesive experience -- as if everyone and everything represents threads in the same seamless piece of woven fabric.

Customers don't care whether behind the scenes, your business is spread out all over the world, or whether individual departments consist of contractors or employees, earthlings or aliens. Whenever customers call technical support representatives, for example, they expect them to know all about the features advertised on the Web site that are supposed to be in the product.

So, if there is any type of communication disconnect, you might be able to explain it to yourself, but there's no logical explanation for it in your customer's mind.

Prescriptions for Boosting Quality in Perception

These important findings show the power of apologies and candid communications in influencing the perceptions of clients, customers, or patients. To make sure you're not overlooking potential ways to create quality in perception, consider:

1) Special courtesies that can set your offerings apart from your competitors'
 2) Your ability to listen to and handle complaints quickly and diplomatically
 3) Your willingness to be honest with clients about problems and shortcomings
 4) Clear, prompt, and courteous communications that convey consistent details

Remember that quality in perception is not a substitute for quality in fact. But it can go a long way toward minimizing customer and client dissatisfaction, as well as powerfully reinforcing stellar quality when you ultimately deliver it.

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