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• 8. Eliminate fear.
• 9. Break down barriers between
departments.
• 10. Get rid of unclear slogans.
11. Remove barriers to pride of
workmanship.
• Allow everyone to take pride in their work
without being rated or compared.
• Treat workers the same
• 12. Implement education and self-
improvement.
• Improve the current skills of workers.
• Encourage people to learn new skills.
• Build skills to make your workforce more
adaptable to change
13. Make "transformation"
everyone's job.
• Improve your overall organization by having
each person take a step toward quality.
• Analyse each small step, and understand how
it fits into the larger picture.
• Use effective change management principles
JURAN
• Dr.Joseph Juran greatest contributor to TQM
• Wrote 12 books
• He defined TQM as 1. product performance that
results in customer satisfaction 2. freedom from
product defects, avoid customer dissatisfaction –
fitness of use
• Fitness of use has 5 qualities
• 1. quality of design- product specific
• 2.quality of conformance(following international
standards)
• 3. availability- reliability, maintainability and
logistical support
Cont.…
• 4. safety-reflects the threat of harm to the
user of the product.
• 5. Field service: condition of the product once
it reaches the customers hand depending on
packaging, storage, field support and
maintenance.
Juran's quality trilogy diagram
CONT..
• Quality planning: leads to identification of
customers, their needs, product features,
accident features.
• He insisted that employees should know
about products.
• Quality control: what to control? How,
data evaluation, measure actual and estimated
performance and interpret.
Quality improvement: leads to maintenance
PHILIP CROSS BY
• 3RD MAJOR Contributor
• His points are: quality should lead to customer
satisfaction.
• Quality lies in functional departments and not in
quality dept.
• 15-20% of sales revenues are spent on quality costs,
should be reduced.
• Successful quality lead to thorough study and
evaluation of current processes
• Performance standard is always is “zero defect”
Genichi Taguchi contribution
• Major contribution is “Design of experiments”
• He originated quality engineering which combines
engineering and statistical methods
• It is used in manufacturing companies.
• He speaks about target value
• If target value is not achieved then it a loss.
• The loss has to be faced by consumers like shortage
of product life, increased maintenance and repair
costs.
• This leads to reduction in market share, goodwill.
KAORU ISHIKAWA
• Japanese quality authority till 1989
• He acknowledge DEMING AND JURANG work
• He brought the concept of CWQC-company wide
quality control
• It is an auditing process used to select companies
for Deming’s prize
• He also initiated the concept QUALITY CONTROL
CIRCLES
• Also introduced cause and effects and fish bone
diagrams.
• He insisted on trademarks concept, bottom up view
of quality management.
A.V.FEIGENBAUM AND TQM
• He highlighted on 3 concepts:
• Quality leadership: he insisted on sound planning
which reduces failures.
• Modern quality technology: helps to solve 80-90
percent of the problems.
• Needs integration of staffs, engineers and shop
floors workers.
• Organizational commitment: continuous training
and motivation, integration of quality leads to
commitment.
Dr.Shewharat and TQM
• A mathematician at Bell Labs
• He introduced statistical process control
• He combined statistics and quality
• Helps to identify defective activities.
Who is a customer?
• One who purchases a product or service
• This is a traditional definition and concept
• There is a purchase transaction between buyer and
seller or commodity provider.
• According to TQM : one type of customer is known
as the external customer who exists outside the
organization and buys its products.
• 2.internal customer who are involved in processes
and service
Basic requirements of internal and
external customers
• High levels of quality: all dimensions should be
concentrated.
• A high degree of flexibility: handling external
customers is important.
• High levels of service in delivery: 2 types 1.
subjective measures of customer service include
humanity in service delivery.
• 2. objective measures include having required item
in stock.
• Quick response (speed) : timely and quick delivery
and quickly introducing attractive new goods and
services
Customer perception on quality
• According to American Society for Quality lists the
factors of quality according to customers:
• 1. performance 2. features 3. service 4. warranty
• 5. price 6. reputation –brand image 7.fitness of use
8. Availability 9.reliability and maintainability.
Total customer satisfaction depends on the entire
experience of the organization.
Key excellence indicators of customer
satisfaction
• Service standards derived from customers
• Understanding customer requirements
• Front line empowerment
• Infrastructure support for Front line
employees.
• Attention to hiring, training, attitude and
morale.
• Introducing customer awards
Cont…
• Proactive management of relationships with
customer.
• Commitment to customers.
Model of customer satisfaction
Cont…
• This model highlights customer satisfaction through
product features:
• 1. Basic features: include which customers expect to
have and providing basic features will not result in
customer satisfaction.
• 2. performance features is directly related customer
satisfaction.
• 3.excitement features are convenience features that
make pleasant for the consumers to use the
product. This is available with little added cost
Cont..
• This model talks about customer satisfaction
in 3 ways: 1. explicit requirements-ie written
or verbal which helps to identify the products.
• 2. innovation which helps to know the
perceptions of customer satisfaction-curved
line
• 3. the least curved line which is the unstated
requirements.
Service quality in TQM
• Service industries dominate our economy.
• It accounts to 75-80 percent in the near future.
• Quality management and quality improvement are
mandatory for success of the service sector.
• Service concept is a combination of both technical
and human behavioural aspects.
• Service can be defined as “a social act which takes
place in direct contact between customer and
representatives of the service company”
Benefits of good service-organization
point of view
• Enhances customer loyalty-20-80 rule
• Present customers helps to increase the
business
• Better relationship and rapport with
customers will enable staff to identify
customer needs and suggest relevant products
and services
• Good service enhances corporate image
Cont..
• Employees will have job satisfaction and morale,
commitment to the company, good employer –
employee relationship and increased loyalty
reduces employee turnover, costs of training,
selection and recruitment.
Service quality
• Is concerned with meeting customer needs
and requirements and with how well the
service level delivered matches customer
expectations.
• Eg: in banking services a checking account is a
core service product whereas additional
services provided by banks are ATM, 24 hours
telephone services relating to accounts,
Debit/credit card services.
Ten determinants of service quality
• Reliability
• Responsiveness
• Competence
• Access
• Courtesy
• Communication
• Credibility
• Security
• Understanding and knowing the customer
• tangibles
Factors affecting service quality and
customer satisfaction
• 1. HYGIENE FACTORS: cleanliness in hotels,
train arrival time.
• 2.ENHANCING FACTORS: eg: welcome of a
waiter in a hotel. This if not delivered will not
dissatisfy an customer.
• 3.DUAL THRESHOLD FACTORS: eg those for
which failure to deliver will cause
dissatisfaction and delivery above a certain
level will enhance customer’s perception and
leads to satisfaction.
FIVE STARS OF SERVICE QUALITY
• Tangibles – Appearances of written materials,
personnel, equipment and physical facilities.