reliability Archives - understand-culture

Reliability

German Approach

Germans expect a product to never break down. Not only the German engineer thinks this, but also the German consumer. A reliable product, like a reliable person, always delivers on its promise. Examples

American Approach

Americans expect a product to function well under adverse conditions. If it has problems, the supplier compensates by providing good service, at minimum additional cost and inconvenience. Examples

American View

Americans tolerate less reliability as long as it is made up for in service response time. In fact, a technically more reliable product can be more be more problematic if its service contract and its service provider are unresponsive and/or expensive. Reliability is just one product characteristic.

German View

Germans pride themselves on technical prowess. An unreliable product of their own making is a reason for embarrassment. An unreliable product of another‘s making is unacceptable. Germans find American products to be less reliable.

Advice to Germans

Enter into and remain in dialogue about how you define reliability, what are the market demands, where is your competition, how you can meet, possibly surpass the market and the competition.

Advice to Americans

Enter into and remain in dialogue about how you define reliability, what are the market demands, where is your competition, how you can meet, possibly surpass the market and the competition.

Reliability

Americans expect a product to function well under adverse conditions. If it has problems, the supplier compensates by providing good service, at minimum additional cost and inconvenience. Examples

Effi Briest

In Theodor Fontane Effi Briest the rigid adherence to social contracts and the consequences of breaking them are central. While not about business, the story reflects the broader German cultural expectation that agreements-whether social or professional-are binding and not subject to renegotiation or casual follow-up.

Wilhelm Meister

Johann Wolfgang von Goethe’s Wilhelm Meister’s Apprenticeship frequently touches on the importance of trust, personal responsibility, and the expectation that promises and agreements are to be fulfilled without external enforcement. Characters are judged by their reliability and ability to deliver on commitments.

Adverse conditions

Reliable: To be dependent; to have confidence based on experience; dependable, giving the same result on successive trials.

Convenient: Suited to personal comfort or to easy performance; suited to a particular situation; affording accommodation or advantage; being near at hand. From Latin convenire to assemble, come together, be suitable.

Some products are designed for use in adverse conditions. These include batteries, automobiles, tires, outdoor work clothing, footwear. These products enable people to accomplish tasks like living in extreme climates, driving to work in adverse weather, and staying comfortable while working outside. American made products in these categories are designed to be reliable, as this prevents surprises and gives the user a sense of security about using the product.

General Motors often uses the tagline “Longest–lasting, most dependable truck on the road” to describe its Chevy truck line. Other major truck companies like Ford or Dodge also use words like reliable and dependable to describe their trucks. Another famous series of commercials from battery maker Energizer involved a battery-powered rabbit playing the drums as if in a marching band. This rabbit was known as The Energizer Bunny, and his characteristic was that he „kept going and going and going.“

New car shoppers

In 2013 J.D. Power and Associates conducted a study to determine what factors influence Americans when purchasing vehicles. According to the report, the primary reason why shoppers avoid hybrids and electric vehicles is cost/price. Furthermore, gas mileage is the most influential factor in the decision process, and has been since a rise in gas prices in 2008.

One of the less important factors that Americans consider is reliability, with only 17% of new vehicle shoppers avoiding models with poor reputations for reliability. In fact, Americans put more importance on things like design and appearance than on reliability, with 33% of new vehicle shoppers avoiding models based on their exterior design.

What is good service?

On World Quality Day – November 14, 2013 – the German Society for Quality presented the results of their survey on service. Reliability, with 92 points, was ranked highest by German consumers in terms of most important aspect of service.

“When Germans think of service they think of classic German virtues: reliability, puncutality (meeting schedule), and quality,” said Dr. Wolfgang Kaerkes, the society’s head.

Reliability is one of the very top characteristics of the German product philosophy. It is no wonder that they focus on reliability when developing products.

„You’re gonna like the way you look”

In a competitive marketplace, service is how companies differentiate themselves from other companies selling similar products, especially if the products are of comparable quality (i.e. Toyota vs. Hyundai; Ford vs. Chevy). Americans expect good service after they have bought a product.

One service-related tagline is the Men’s Warehouse slogan: „You’re gonna like the way you look, I guarantee it.“ If there is a problem with the products customers purchase, Men’s Warehouse promises to take care of the problem to ensure they are happy.

Another distinctly American retailer is L.L. Bean, which grants a lifetime guarantee on everything it sells. If the customer ever finds the product to be unsatisfactory, it can be returned for a refund or replacement.

Americans also expect customer service to be accessible, friendly, and informative. Many companies have 24/7 call centers with toll free telephone numbers, as well as extensive websites with Frequently Asked Questions and other helpful troubleshooting information. These websites usually contain contact fields where customers can submit questions; American customers expect rapid responses to queries posed on a customer site, usually within 1-2 days.

Service: The occupation or function of serving; employment as a servant; contribution to the welfare of others; a helpful act; useful labor that does not produce a tangible commodity; a facility providing maintenance and repair. From Latin servitium: condition of a slave, body of slaves, from servus slave.

Better and better

“The reliability of a product is understood to be how verlässlich (reliable, sound, solid, trustworthy, sure) are its functionalities at any given time.” This somewhat cumbersome definition communicates clearly what is of great importance to German consumers.

No wonder, therefore, that German manufacturers leave as little as possible to chance when developing their products. The Association of German Engineers organizes expert conferences on a on-going basis on the topic of technical reliability and maintains a working group on the subject. The Technical University of Hamburg has an institute with the same name – Zuverlässigkeitstechnik – literally Reliability Engineering.

It is no coincidence that the legendary Miele washer is known throughout the world for its reliability and quality, a product based on gewissenhafter (painstaking, diligent, meticulous) research.

A family-owned and -run company, Miele’s motto is Immer Besser – Better and Better, not only in the sense of striving to be better than the competition, but even more so in striving to offer the best Technik – technical solutions, engineering. Very much in the tradition of German Zuverlässigkeitsforschung – reliability research.

Miele dishwasher: