Principles of Total Quality

Total Quality implies the involvement of the entire organisation in seeking customer satisfaction.

ADVANTAGES OF FOCUSING ON THE CUSTOMER Winning the customer's confidence and loyalty. Protection against competition. Adaptation to changes in customer needs. Capacity to recover lost market positions. Long-term profitability.

 

Customer satisfaction is not static but dynamic: it evolves in the course of time for various reasons. Only excellent organisations that are obsessed with pleasing the customers will, in the long run, obtain their loyalty.

Thus, it is important for the organisation to collect information about the customers at two different times: first they should have information about their needs and then the degree to which they have managed to satisfy them.

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