Total Quality Management

1. Total Quality Management Dr. Nasser Shahsavari

2. خدا دوست دارد هرکس کاری را که انجام می دهد به نیکوترین نحو انجام دهد رسول اکرم (ص)

3. کیفیت هرکاری بستگی به میزان تفکردر آن کار دارد امام علی (ع)

4. « آنكس كه به استقبال آينده مي‌رود، بيناترين است و آنكس كه به آينده پشت مي‌كند، سرانجام سرگردان مي‌گردد. ‌» اميرمؤمنان علي (ع)

5. تاریخچه • 1920عصر کارگری • 40-20عصر سرکارگری • 60-40عصر بازرسی • 80-60عصر کنترل کیفیت آماری • -.....-1980عصر مدیریت کیفیت جامع

6. Quality • شایستگی برای استفاده • انطباق با نیازها • برآورده کردن نیازهای امروز و فردای مشتری

7. Benchmarking Information technology Quality management systems Environmental management system Quality function Deployment Quality by Design Failure mode & Effect analysis Products & service liability Total productive maintenance Management tools Statistical process control Experimental Design Taguchi's Quality Engineering Shewhart Deming Juran Figenbaum Ishikawa Crosby Taguchi Tools and Techniques Gurus Product or service realization Principles and practices customer • Leadership • Customer satisfaction • Employee Involvement • Continuous process improvement • Supplier partnership performance measures

8. Total Quality Management Source: Besterfield 2000

9. New and old cultures

10. Basic ApproachTQM requires six basic concepts:1-A committed and involved management to provide long – term top- to- bottom organizational support.2-An unwavering focus on the customer, both internally and externally.3-Effective involvement and utilization of the entire work force.4-Continuous improvement of the business and production process.5-Treating suppliers as partners.6-Establish performance measures for the processes.

11. TQM requires six basic concepts • 1-A committed and involved management to provide long – term top- to- bottom organizational support

12. committed and involved management

13. Leadership

14. Leadership

15. Alignment Poor alignment – everyone working hard, but not all pulling in the same direction, delivers average performance Company Business Units Departments Team Individual targets

16. Alignment Excellent alignment – everyone working hard, and all pulling in the same direction, delivers high performance Company Business Units Departments Team Individual targets

17. كلان SBU بالا به پايين(فرايندهاي اتصال دهنده)به اشتراك گذاري استراتژي ها و هماهنگي نيروهاي كارگاهي • آموزش • همسو سازي اهداف فردي • پرداختهاي متوازن فرايندهاي پايين به بالا دروني كردن اجراي استراتژي نيروي كار استراتژي محور

18. TQM requires six basic concepts • 2-An unwavering focus on the customer, both internally and externally.

19. Customer Satisfaction

20. Customer Satisfaction Customer needs Company Product/Service offer

21. Kano Model-conceptualises customer requirements Customer satisfied Exciters- Quickly expected Easily identified Typically performance related Innovations Requirement Not satisfied Requirement satisfied Unspoken- but expected requirements Spoken and expected requirements Known only to experienced designers or discovered late Customer Not satisfied

22. Customer Satisfaction Organisational Diagram CUSTOMERS Front-line Staff Functional Department Staff Sr. Mgrs CEO

23. An American society for quality (ASQ) survey on end user perceptions of important factors that influenced purchases showed the following ranking: • Performance • Features • Service • Warranty • Price • Reputation The factors of performance, features, service, and warranty are part of the product or service quality ; therefore, it is evident that product quality and service are more important than price.

24. External and Internal customers External – current, prospective and lost customers Internal – Every person in a process is a customer of the previous operation TQM is commitment to customer-focus - internal and external customers. Customer types

25. Customer/supplier chain Outputs to external customers Inputs from external customers Internal customers

26. Gap Gap Perceived quality is poor Perceived quality is good Perceived quality is governed by the gap between customers’ expectations and their perceptions of the product or service Customers’ expectations for the product or service Customers’ perceptions of the product or service Customers’ expectations of the product or service Customers’ perceptions of the product or service Customers’ perceptions of the product or service Customers’ expectations for the product or service Expectations > perceptions Expectations = perceptions Expectations < perceptions Source: Slack et al. 2004

27. Image of product or service Word of mouth communications Previous Experience Customer’s perceptions concerning the product or service Customer’s expectations concerning a product or service Gap 4 Customer’s own specification of quality The actual product or service Gap 1 organization’s specification of quality Management’s concept of the product or service Gap 3 Gap 2 A “Gap” model of Quality Source: Parasuraman, Zeithman and Berry. 1985

28. Feedback • Discover customer dissatisfaction • Discover relative priorities of quality • Compare performance with the competition • Identify customers needs • Determine opportunities for improvement

29. Feedback • Comment Card • Questionnaires • Focus Group • Toll-Free Telephone Line • Customer Visit • Report Cards • The Internet & computer • Employee Feedback • Mass customization • The American customer satisfaction Index(ACSI)8-40-200

30. The American Customer Satisfaction Index The American Customer Satisfaction Index (ACSI), established in 1994 as a joint project between the University of Michigan and the American Society for Quality, quantifies quality and customer satisfaction and relates them to firms’ financial performance. The index is based on findings from telephone interviews from a national sample of a bout 50,000 households. Survey participants are selected on the basis of having recently bought or used a company’s product.

31. The index measures eight sectors of the economy, which include more than 40 industries and more than 200 individual companies and agencies. The eight sectors of the economy are: • Manufacturing (nondurables) • Manufacturing (durables) • Retail • Transportation, communication, and utilities • Finance and insurance • Services • Public administration and government • E-commerce (adopted in 2000)

32. Using customer complaints • Only about 1.5% took the time to complain to management • About 20% took out their dissatisfaction on front – line personnel • Almost 80% did nothing

33. Using customer complaints • More than half of dissatisfied customers will buy again if they believe their complaint has been heard and resolved • Only 20% will buy again if their complaint is heard but not resolved • Fewer than 10% will be repeat buyers when a complaint is not heard • 1$ , 8$ , 12$

34. نقشه راهبردی فنون کمی و کیفی مدیریت کیفیت و رضایت مشتری ممیزی و اندازه گیری رضایت مشتری تعیین الویت های نیاز ها و انتظارات استلنداردها برخوردی ارتباطات مشتری اندازه گیری رضایت

36. ارتباط با مشتری محصولات و خدمات نيازها، خواسته ها و تقاضا قسمتهاي اصلي مفاهيم بازاريابي بازار(مشتريان) ارزش،رضايت و كيفيت تبادل،تعامل و ارتباطات

37. بازاریابی تقاضا عرضه توليد بيشتر ايجاد كيفيت برتر پاسخگويي بموقع شهرت،سود،استمرار Marketing صداي مشتري تامين نيازها كسب ارزش حمايت مستمر

38. مدل شکل گیری مدیریت ارتباط با مشتری مشتری بازاریابی مالی CRM مشتری CSM CSI فروش مرکز ارتباط مشتری مشتری مشتری

39. CRM

40. CRM

41. CRM

43. focus on the customer

44. Quality Function Deployment

45. Six Sigma & Voice of Customer

46. TQM requires six basic concepts • 3-Effective involvement and utilization of the entire work force.

47. Employee Involvement

48. Employee Involvement

49. Employee WantsEmployee ratingManager rating

50. Maslow’s Hierarchy of Needs Survival Security Social Esteem Self- actualization Motivation