Successful organizations have figured out that customer satisfaction has a direct impact on the bottom line. Creating an environment which supports a quality culture requires a structured, systematic process. Following are steps to create that process and system to bring the process full circle.
Let’s begin by defining the word “quality” as defined by the American Society for Quality (ASQ).
Quality Defined:
“A subjective term for which each person has his or her own definition. In technical usage, quality can have two meanings: (1) the characteristics of a product or service that bear on its ability to satisfy stated or implied needs and (2) a product or service free of deficiencies.” American Society for Quality (ASQ)
A Quality Management System is “The organizational structure, processes, procedures and resources needed to implement, maintain and continually improve the management of quality.” American Society for Quality (ASQ)
Total Quality Management (TQM) is a management approach to long-term success through customer satisfaction. TQM focuses on the development of products and services that meet the needs and exceed the expectations of key customer groups. This is accomplished by creating an integrated “system” that is process centered, has total employee involvement and is completely customer focused. Creating a culture that is customer focused and collecting and studying data that supports efforts for the customer are critical components to the system.
Steps to Creating a Total Quality Management System
1. Clarify Vision, Mission and Values
- Develop training and communication process to ensure all staff are aware of Vision, Mission and Values.
2. Identify Critical Success Factors (CSF)
Some possible CSF:
- Financial Performance
- Customer Satisfaction
- Process Improvement
- Market Share
3. Develop Measures and Metrics to Track CSF Data
4. Identify Key Customer Groups
- Customers
- Employees
- Suppliers
- Vendors
- Volunteers
5. Solicit Feedback
- Solicit feedback from each customer group in an effort to identify what is important to them. Organizations often make the mistake of thinking they know what is important to customers and ask the wrong survey questions. This feedback is obtained through customer focus groups.
6. Develop Survey Tool
- Develop survey tool based on feedback of what is important to customers.
7. Survey Each Customer Group
- Survey each customer group to get baseline data on customers’ perception of current practice.
8. Develop Improvement Plan
- Develop improvement plan based on customer feedback for each group. Improvement plan includes SMART goals with assignments to specific staff for follow through.
9. Goals May Include Some of the Following:
- Process improvement initiatives, such as: Hold times when calling
- Leadership Development: Walk-the-Talk
- Management Training/Development: How to manage employees in a quality environment
- Staff Training/Development: Customer Service
- Performance Management: Setting expectations, creating job descriptions that support the vision and holding staff accountable.
10. Resurvey
- After a period of time (12-18 months), resurvey key customers to see if scores have improved. Customer needs and expectations change over time so being in-tune to changing needs and expectations is critical to long-term success.
11. Monitor CSF
- Monitor CSF monthly to ensure progress toward goals.
12. Incorporate Satisfaction Data into Marketing Plans
Once you’ve achieved some positive results with your satisfaction data, use it as a marketing tool!
Other Considerations
- The use of technology
- Website
- Easy to navigate
- Easy to find and understand content
- How can current technologies help achieve targeted improvements?
- Twitter, Facebook, etc.
- Website
- Do employees understand the vision and their role in supporting it?
- Are internal processes standardized?
- Is there standardized training for all employees?
- Do employees all behave the same way?
Final Thoughts
Successful quality initiatives require ongoing Senior Leadership sponsorship and support through structure, process and staff transitions. Designated resources are also critical in supporting these endeavors.
