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 />
processes and reducing costs at the expense <strong>of</strong> the needs <strong>of</strong> external customers.<br />
Understanding customer requirements is an essential part <strong>of</strong> any QIP.<br />
Understanding the Customer<br />
It is essential that a comprehensive picture <strong>of</strong> customer requirements is determined.<br />
This is not restricted to the product or service delivered to the customer, but covers the<br />
total service required from the organization as a supplier. There may be a number <strong>of</strong><br />
different customers to consider, even within the same organization. The person who<br />
places the order has requirements; the receiving department where goods are delivered<br />
has requirements; the person who pays the invoice has requirements. A company,<br />
which wishes to succeed, must be aware <strong>of</strong> all these requirements and constantly<br />
improve its ability to meet them.<br />
There are a number <strong>of</strong> sources <strong>of</strong> information on customer requirements. Examples<br />
include:<br />
Customer surveys<br />
Trade surveys<br />
Working with selected customers<br />
Competitor analysis<br />
Focus groups<br />
Benchmarking<br />
Customer complaints<br />
Legal and guideline standards (for example, ISO 9000)<br />
Informal customer, or potential customer comments received from sources<br />
such as: the sales force after customer visits; feedback from other employees<br />
and comments heard at conferences, training courses and trade exhibitions<br />
Every contact with an existing, or potential, customer at any level in the organization is<br />
an opportunity to learn more about their requirements. It is important that this<br />
<strong>CII</strong> <strong>Institute</strong> <strong>of</strong> <strong>Logistics</strong> 22<br />
Website: www.ciilogistics.com