100-Metodos-de-Qualidade-Total

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MANAGEMENT METHODS 53 1 The company, using an outside agent, builds up a typical brief from a client. 2 The company decides which competitors to include in the study. 3 The outside agent approaches both the company and the competitors and, presenting it as though it were a real brief, asks for the same response from each. 4 Each company is rated against all the measure. 5 The results are reported and an action plan agreed. A second example concerns a motor trade distributor who wishes to compare the performance of its own sales force across all its outlets as part of a motivation programme. The company first develops a set of successful selling behaviours that it expects its sales team to exhibit. These could be: • welcome on entering the showroom • understanding customer needs • sending information as requested • follow-up telephone call The company, using an outside agent, visits each of its own showrooms, posing as a real customer. The sales team are rated against the agreed criteria and the results used to plan training and to recognize desired behaviour. Reference Sarah Cook (1992) Customer Care. New York: Kogan Page.
54 100 METHODS FOR TOTAL QUALITY MANAGEMENT Method 19 Objective ranking Purpose Helps to place your current actIvIty in perspective and enable you to understand the purpose of your efforts. When to use When you want to know where to start. How to use 1 Collect a list of potential objectives. 2 Write down each objective on a card. 3 Eliminate any objective which is not appropriate. Increased market share .' Identify the customer Eliminate customer complaints • Objective to be achieved Increase market share 4 ... Improve customer care • Delight the customer 4 Provide the best service 4 Figure 1 Objective ranking
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REFERENCES Akao, Y. (1991) Hoshin K
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INDEX acceptable quality level (AQL
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100-Metodos-de-Qualidade-Total

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