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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

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