TOTAL QUALITY SERVICE
FRONTLINE EMPLOYEES NOT ONLY DELIVER THE GOODS IN SERVICE ORGANIZATIONS, THEY ARE THE GOODS. TQS SOUNDS GOOD, BUT HOW DO YOU DO ITESPECIALLY IN THE INTANGIBLE SERVICE BUSINESS?

DEFINITION OF TOTAL QUALITY SERVICE
“SERVICE QUALITY FOCUSES ON SATISFYING YOUR CUSTOMERS’ NEEDS IN THE HUNDRED OF LITTLE “MOMENTS OF TRUTH” THAT MAKE UP THE CUSTOMERS’ PERCEPTION OF YOU”. JAN CARLZON, CEO OF SCANDINAVIAN AIRLINES SYSTEM, FIRST PUT THESE MOMENTS OF TRUTH INTO FOCUS. HE DESCRIBED THOSE MOMENTS WHEN THE CUSTOMER COMES EYE TO EYE WITH YOUR ORGANIZATION, THROUGH BILLING, ADVERTISING, TELEPHONE CALLS, RESERVATIONS, COMPLAINTS, AND USE OF THE SERVICE OR PRODUCT. EACH MOMENT PROVIDES A WINDOW INTO THE REST OF THE ORGANIZATION. CUSTOMERS GENERALIZE ABOUT THE ENTIRE ORGANIZATION BASED ON THAT ONE MOMENT OF TRUTH.

IMPACT ON PROFITS OF 5% INCREASE IN CUSTOMER RETENTION
BOOST IN PROFIT INDUSTRY 81 % 84% 85% 85% 89% 90% 93% 95%

AUTOMOTIVE SERVICE AUTO/HOME INSURANCE BANK BRANCH DEPOSITS PROFESSIONAL PUBLISHING CREDIT CARDS LIFE INSURANCE CORPORATE INSURANCE BROKERS ADVERTISING AGENCIES

TQS COMPONENTS
IF CUSTOMER SERVICE IS THE MAIN GOAL, WHAT ARE THE COMPONENTS OF TQS?

SCIENTIFIC SYSTEMATIC TEAMWIDE

SCIENTIFIC
IT MEANS THAT MANAGERS USE DATA RATHER THAN THEIR GUTLEVEL INTUITION TO MAKE COMPLEX DECISIONS. MANAGERS USE DATA ON QUALITY - NOT SLOGAN AND EXHORTATIONS - TO DRIVE DECISIONS. MANAGERS SURVEY CUSTOMERS ON THEIR NEEDS AND LEVELS OF SATISFACTION. MANAGERS DO NOT ASSUME THEY KNOW THEIR CUTOMERS. MANAGERS AND TEAMS SET SERVICE QUALITY GOALS, MONITOR THEM, AND USE THE RESULTS TO FEED INTO THE PLANNING PROCESS. RESULTS, RATHER THAN GRANDSTANDING, ARE REWARDED.

SYSTEMATIC
CUSTOMER SURVEYS ARE SENT OUT REGULARLY RATHER THAN WHEN SOMEONE GETS AROUND TO IT. SYSTEMATIC QUESTIONS ARE INCLUDED TO DETERMINE TRENDS. FEEDBACK IS USED TO SET SERVICE QUALITY GOALS AND CREATE INNOVATIONS TO MEET NEEDS. SOLUTIONS ARE MONITORED TO SEE WHETHER THEY