A discussion of customer retention in relation to Total Quality Management (TQM)
This paper discusses how in today’s society, quality is neither determined nor defined by the producing company, instead by the customer himself. It shows how the quality of any product or a service is the customer’s perception of the degree to which the product or service meets his or her expectations. It also describes how Total Quality Management (TQM) is a management philosophy that embraces values such as customer-driven quality, fulfilling work and respect for employees, teamwork, continuous improvement, management and public responsibility. It shows how when values like these are backed by management action, TQM can be extremely effective in enabling organizations to better serve their employees and customers and how it has proven itself to be extremely effective in retaining customers.
“In simple terms, TQM is a strategic means of planning, organizing and understanding each individual activity that takes place in an organization. This process depends on each individual at his own level in the organization. For example, the janitor and the vice president at a company would both be a part of TQM, working continually toward improvement for the same goals. This process recognizes that every individual plays a part in the organization, interacting with and having an effect on others in the organization.”