Total quality management and customer satisfaction are directly linked, as companies use the former to improve relationships with customers. Focusing on customer needs and expectations, successful companies prioritize quality from the start of production and adapt to changing consumer demands.
Total quality management and customer satisfaction have a direct connection because a company uses the former to establish a positive relationship with its customers. Instead of selling a large volume of low-quality goods, total quality management attempts to increase product quality to improve consumer relationships. In some cases, customer focus is central to total quality management constructs. Consumers often have different needs in terms of satisfaction. Businesses need management tools that meet as many consumer needs as possible while reaching as many consumers as possible.
In business, it’s typically more difficult to win new customers than it is to maintain satisfaction with current ones. Failing to get goods or services right the first time can hurt a company’s consumer relationships in the long run. Continued bad business activities will eventually lead to consumer dissatisfaction and a bad reputation among customers. Excessive growth can also lead to this scenario. Companies that cannot maintain both total quality management and customer satisfaction as they grow will drive customers away from their business.
Customers typically have requirements and perceived quality expectations. The requirements are typically different based on the type and value of the product. For example, a consumer might want a computer with specific hardware requirements for completing specific tasks. These requirements represent the basic need for the computer. Perceived quality expectations can be the belief that one computer brand is better than another for whatever reasons a consumer has regarding the technology.
Successful companies often focus on customer satisfaction. Total quality management and customer satisfaction starts with getting it right the first time. Instead of using quality control inspections to look for problems after products are created, total quality management starts early in the process. For example, rather than looking at poorly built computers, companies will run statistics using the highest quality parts for the item. Each stage of production will have this sense of quality as part of its process.
As consumer needs and requirements change over time, a company’s products and manufacturing processes will change as well. Companies must have a keen market sense to listen to consumers and make quality changes that meet new consumer needs or perceived expectations. Offering high quality goods and services can also set an industry standard, making a company a leader in consumer perceptions. Total quality management and customer satisfaction often include specific steps that allow for customer feedback to make recommendations for the business.
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