Strategic Quality Management

Strategic quality management


General view of proper quality management

Strategic Quality Management can be an important area of the syllabi of your whole lot of business and financial management studies institutions all across the world. It is viewed as an essential part of the operations of any business entity too, as it focuses on learning the weaknesses and turning them into strength and only an organization or for an enterprise.

Basic Targets of Strategic Quality Management

The primary objectives of the idea of Strategic Quality Management:

Administering an effective analysis of the business enterprise strategy. This takes into account the comprehension of the visible parts of an effective mission statement of a commercial enterprise.

Incorporation of proper analysis available Superiority Model. This needs to be done to discover the comparatively weaker areas in a company and also to better them.

Employing the means of quality management. As part of this comes the comprehension and consequent program of the basic ideas of total quality management. This technique is followed by acquiring knowledge about the business enterprise Superiority Model and then deploying it for the purposes of seeking the particular areas running a business that need to be increased.

Total quality management

An facet of proper quality management is the total quality management. Total quality management is a management viewpoint that looks for to combine all organizational functions such as marketing, finance, design, anatomist, and production, customer support, etc. to concentrate on meeting customer needs and other organizational targets. Also tqm empowers a whole firm, from the most junior staff to the CEO, with the duty of ensuring quality in their techniques. Specifically, tqm provides management having the ability to ensure quality through more streamlined and effective process-improvement channels. A great selection of organizations have deployed tqm, including small companies, large companies, and authorities departments. Tqm is no more relevant to any one type of firm than any; on the other hand, this can be a philosophy appropriate to any situation where quality confidence is important.

Areas of Software of Total Quality Management

The process of total quality management is applied in the following areas

˜ Manufacturing

˜ Service Industries

˜ Evaluation

˜ Space Programs of NASA

˜ Governmental Operations

Uses of Total Quality Management

The most elementary use of this approach is due to the actual fact that it could be used for the purpose of the success of a particular business enterprise. Because It helps the business enterprises to bring down the money they spend after their business businesses and meanwhile keep up with the standard of these services and ensure the similar levels of client satisfaction.

What are the benefits of a quality management system?

1. Improving your concentrate and understanding of your customers' needs

2. Improved competitive edge

3. Continually improving the efficiency of your operation

4. Reduced costs, improved income, added growth

5. Ensuring steadiness of your products and/or services

6. Strengthening communication at all levels of your company

7. Providing increased sales and marketing opportunities

8. Product liability protection

The ISO 9000 approach

The ISO 9000 series is a couple of worldwide requirements that establishes requirements for companies' quality management systems. ISO 9000 has been used all over the world to provide a framework for quality assurance. Many countries have their own quality system criteria which are equal to the ISO 9000 series. "It s goal when it was initially framed in 1994 was to provide an assurance to the purchases of products or services that they have been produced in such a way that they meet their requirements" (Nigel Slack 2007). The best way to do that it was argue4d was to specify the procedures requirements and characteristics of the management control system which governs the operation.

ISO 9000 guidelines:

A. Quality management should be customer targeted. Customer satisfaction should be measured through research and concentrate group and improvement against customer criteria.

B. Quality performance should be assessed. Measures should connect both to processes that create products and services and customer satisfaction with those products and services. Furthermore assessed data should be examined in order to comprehend processes.

C. Quality management should be improvement motivated. Improvement must be demonstrated in both process performance and customer satisfaction.

D. Top management must demonstrate their commitment to retaining and continually enhancing management systems. This commitment should include communicating the value of meeting customer and other requirements establishing a quality insurance policy and quality aims, performing management reviews to ensure the adherence to quality procedures and guaranteeing the availability of the necessary resources quality systems.

The ISO 9000 (2000) family of quality standards is in fact four separate criteria.

ISO 9000- quality management systems: fundamental and vocabulary

ISO 9001- quality management systems: requirements

ISO 9004- quality management systems: instruction for performance improvement

ISO 19011- suggestions for auditing quality and environmental management systems. (Nigel Slack 2007)

ISO 9000 sometimes appears as providing benefits both to the organization adopting it also to customers. Some of the advantages that are said are

ј Many functions find it offers a useful self-discipline to adhere to sensible process-oriented techniques.

ј Many businesses have benefited in conditions of error reduction reduced customer claims and reduced costs of quality

ј Gaining the certificate demonstrates to genuine and potential customers that the company takes quality critically. It therefore has a marketing benefit.

Customer romantic relationship management

Another facet of total quality management is customer relationship management. "Customer romantic relationship management is a broadly recognized, widely-implemented technique for handling and nurturing a company's connections with customers and sales potential customers. It will involve using technology to organize, automate, and synchronize business functions principally sales related activities, but also those for marketing, customer support, and tech support team" (Oakland 2007). The overall goals are to find, entice, and win new customers, nurture and hold on to those the business already has, attract former customers back into the collapse, and reduce the costs of marketing and customer service.


The power of hotel organizations to provide steady acceptance and differential treatment for specific customers requires than an appropriate technological infrastructure be in place to help in the assortment of and the usage of customer information. "Data collection and maintenance has been recognized as a crucial element of CRM" (Adrian Palmer 2005). The main element issue in conditions of technology deployment is the integration of enterprise-wide systems including property point of sales and central reservation systems to give a one view of the client within and across hotels and distribution channels. For example Hilton Hotels Firm has committed to customer relations management systems and data warehouse technology to provide "central repositories for customer data and data mining functions that facilitate targeted marketing promotions and personalized marketing communications with customers" ( Inge 2001). Moreover Hilton hotels develop targeted offers as part of its CRM strategy, offering specific customers reduced rates to increase capacity utilization during periods of low demand.

To demonstrate marketing as a systematic procedure for customer property building, consider the example of Hilton hotels. The benefits of a consistent guest program about a decade ago has allowed Hilton to control its network of hotels as a demand chain cultivating the commitment, and hence the asset value, of a comparatively small percentage of the 18 million guests who stay in its hotels every year. The Hilton hotel, commanding a larger pool of determined customers than the impartial properties, can operate at above break-even occupancy if they take care of the pool successfully. With all this industry framework, programs to cultivate connections with high-value customers are central to marketing management. The top of Hilton Hotels Corporation's visitor rewards program telephone calls them, "the industry's most important marketing tool. " Even though each member belongs to an average of 3. 5 hotel commitment programs, management is positive they can be used to cultivate loyalty. Membership constitutes agreement for the string brand to build a customer profile for every single member, assess the actual value of every member, also to measure marketing's efforts to realize the actual value. One of many ways that the hotel group can realize the potential value of the high-potential customers is to safeguard them in the event of a service inability. Diskin the older vice leader of Hilton's customer support explains, "In a way, the devotion program is a safe haven for the guest. If there is a problem which is not looked after at the house level, the guest can contact our customer service team. From the mechanism to make sure we notice about those problems. We also do outbound after-visit getting in touch with, and we call Honours people because they're the best data source, and the most critical guests we have. They have the most experience; and the highest anticipations. We do feedback communities with participants in addition to target teams and quantitative research. We invite people in the hotel down for supper, and we say you want to talk about a topic. I get telephone calls from people that are lifelong loyalists, not because of any changes we've made, but because once we invited them and asked them their view. People care about organizations that care about them. "

More generally, however, the devotion programs allow a hotel group to recognize a small band of customers whose cultivation will have disproportionately large consequences for the client asset base. Of this 18 million friends who stay with the chain each year, 12 million are "group" guests who do not choose their own hotels and whose rates are establish by negotiation with convention and meeting organizers or travel organizers. These rates are low priced and they add less to success than the rates incurred to faithful customers. Dedicated customers also permit chains to economize on customer acquisition spending. Hotels like Hilton spend about $750 per year per room on advertising and campaign to acquire guests for properties, an expense that is significantly less for members. Commitment programs also economize on retention costs because the many of the incentives for increased patronage such as room enhancements are awarded only when they would often have been unused.


To conclude Total quality is a explanation of the culture, frame of mind and organization of a company that aspires to provide, and continue steadily to provide, its customers with products and services that fulfill their needs. The culture requires quality in all aspects of the business's operations, with things being done right first-time, and defects and waste materials eradicated from functions. TQM have achieved either significant or even tangible improvements in quality, efficiency, competitiveness or financial go back. As a result many people are sceptical about TQM. A successful TQM environment takes a determined and well-trained workforce that participates in quality improvement activities. Such participation is strengthened by compensation and acceptance systems emphasizing the achievements of quality goals. On-going education and training of most employees facilitates the drive for quality. Employees should take more responsibility, communicate more effectively, take action creatively, and innovate. Their knowledge and skills are well known by management.

Without a TQM strategy, Executive and product development are usually completed in a confliction atmosphere with individual departments reacting to problems. Changes, scrap, delays, work-around, waste products, and rework have emerged as normal behavior. Management targets supervising individuals. Fire-fighting is essential and rewarded.

In a TQM environment, Engineering and product development are customer-driven. They are really centered on quality and on stopping problems rather than reacting to them. Groups are process-oriented, and interact with their internal customers to deliver the mandatory results. Management's focus is on managing the entire process, and worthwhile teamwork.


1) Adrian Palmer (2005) concepts of services marketing 4th release. Mc Graw-Hill Companies

2) John S. Oakland (2003) TQM text message with cases 3rd edition. Elsevier

3) Nigel Slack et al. (2007) operations management 5th model. Prentice Hall

4) http://hhonors1. hilton. com/ts/en_US/hh/media/pdf/PressRoom/JeffDiskinBio. pdf

5) http://joninge. com/tech-news/tech-news-archives/april-10-2001/

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