WHAT TQM MEANS
How it works
Companies use TQM to create a
customer-focused organization
that involves all employees in
continuous improvement. It is a
strategic and systematic approach
that puts quality at the heart of the
organization’s activities and culture.
Customers determine the level of
quality, measured through their
satisfaction. The organization is
viewed as a series of horizontal
processes that take inputs from
suppliers through to the outputs
that are delivered to the customer.
Recording and measuring
performance data is critical, as
is effective communication to
maintain momentum.
Total Involves everyone and all
activities in the company
Quality Conformity to meeting
customer requirements
Management Quality can and
must be managed
Total quality
management
Case study: The Walt
Disney Company
Manufacturing companies, in which
the focus is on meeting or exceeding
customer expectations by making
products within certain specifications,
are often used as TQM examples. TQM
can also be applied in service industries,
of which Disney is a very good example.
“TQM is a
philosophy for
managing an
organization to
meet stakeholder
needs without
compromising
ethical values.”
Chartered Quality Institute
Success though customer satisfaction is the ethos of total quality
management (TQM). Everything a company does is relevant, and the
focus is on managing and improving processes rather than outcomes.
The Walt Disney
Company
Disney’s goal is to maximize
long-term shareholder value,
and part of this involves
delivering a magical customer
experience at its theme parks.
Involve everyone
in quality
Founder Walt Disney firmly
believed in quality and saw it
as everyone’s job, something
that could not be delegated.
Focus on the customer
Disney incorporated the
TQM concept of quality into
its approach to customer
service. Its visitors are seen
as
guests and treated as VIPs
and individuals.
Perfect processes
Walt Disney viewed the theme
parks as factories producing
delight. He built quality by
designing processes and
repeating them.
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how operations and production work
Management
NEED TO KNOW
Suppliers
Disney collaborates with
suppliers—for example, it has
partnerships with McDonald’s
and Coca-Cola—to ensure
consistent quality.
Employees
Disney calls its employees
“cast members.” They are
trained in every aspect of
delivery, including posture,
gestures, facial expressions,
and tone of voice.
“When does the Three
O’Clock Parade start?”
Cast members are trained to
answer this common question
by responding with the time
the parade will be passing a
particular point in the park.
Continuous
improvement
Walt Disney saw the theme
parks as an incomplete
product; today, improvements
come from the bottom up.
Exceptional service
Cast members (employees)
are focused on delighting
the customer—their sole job
is to make visitors happy.
Shared purpose
Walt Disney started by
defining a company culture
based entirely on creating
a genuine shared purpose
that people would be proud
to support.
Integrated systems
Technology supports the
experience: for example, the
volume of ambient music is
the same in all theme parks,
delivered through thousands
of perfectly placed speakers.
American customer
satisfaction index (ACSI)
Cross-industry benchmarks for
customer satisfaction in the US;
NCSI is the UK equivalent
Net Promoter Score (NPS®)
Metric for company performance
from the perspective of customers,
who are divided into promoters,
passives, and detractors
12,000
Disneyland “cast members” are
employed to make guests happy
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