Total Quality Management - CII Institute of Logistics
Total Quality Management - CII Institute of Logistics
Total Quality Management - CII Institute of Logistics
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<strong>Total</strong> <strong>Quality</strong> <strong>Management</strong><br />
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Identifying which customers should be the focus <strong>of</strong> targeted marketing<br />
initiatives with predicted high customer response rates,<br />
Forecasting customer retention (and defection) rates and provides<br />
feedback as to why customers leave a company,<br />
Studying which goods and services are purchased together, leading to<br />
good ways to bundle them, and<br />
Studying and predicting what Web characteristics are most attractive to<br />
customers and how the Web site might be improved.<br />
The capabilities <strong>of</strong> its high-tech warehouses, such as its nearly perfect<br />
process for sorting multiple item orders.<br />
1.10 Customer Focus Delineations<br />
The Importance <strong>of</strong> Customers<br />
Organizations only continue to exist because <strong>of</strong> their ability to meet their external<br />
customer requirement. The needs <strong>of</strong> external customers must drive all the internal<br />
processes within the organization. It is no good continuously improving the<br />
effectiveness <strong>of</strong> the internal processes if, at the end <strong>of</strong> the day, they are not producing<br />
the outputs which the customer requires. It is essential that organizations understand:<br />
i. Who are their external customers and what are their requirements?<br />
ii. Who are the internal processes, which produce the service or product<br />
required by the external customer?<br />
iii. Their customers’ perceptions <strong>of</strong> current performance<br />
iv. How performance can be improved?<br />
When implementing a <strong>Quality</strong> Improvement Program [QIP], it is easy to fall into the<br />
trap <strong>of</strong> becoming focused internally; concentrating resource on improving internal<br />
<strong>CII</strong> <strong>Institute</strong> <strong>of</strong> <strong>Logistics</strong> 21<br />
Website: www.ciilogistics.com