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Unformatted text preview: or improvement here?
b. Parag. 2: What are the main control problems that your company has to deal with?
How well are they dealt with? Is there a need for improvement?
c. Parag. 3: Apply the RADAR questions to these guidelines for dealing with the
d. Parag. 4: Apply the RADAR questions to these guidelines for putting someone in
charge of important issues. Action plan
Take the ideas you have found useful in the text, and in your discussion, and present them in
a well-structured action plan for introducing improvements in your company. You might like
to follow the 6-Point Structure. Alternatively you may choose to prepare one action plan
when you have discussed several texts. Unit 2 - Chief Executive Officer: Ensuring Quality 14 A Roadmap to Quality 05-87581_unit 2.qxd 09/09/2005 11:33 Page 15 2.4 Satisfy your customers
1. Your company will only be successful if it satisfies its customers. There are three primary
actions to take to achieve this:
a. Make sure that you really understand what your customers want.
b. Set up clear procedures for handling customer claims.
c. Set up a system for analysing customer claims.
d. Communicate your quality policy to your customers.
(A claim is where a customer seeks compensation, repair or replacement of a defective
product that has a warranty, and likewise with a service; a complaint is where they
express dissatisfaction and may or may not make a demand for compensation.) Understand what your customers want
2. Customers’ needs change. You must keep up to date with what they really want. Find out
how satisfied they are with your products, what new products you ought to develop, and
where you need to improve your after-sales service. Establish a system that will keep you
continuously aware of customers’ needs:
a. Periodically survey how satisfied your customers are with your after-sales service and
claim handling, evaluate the results, and improve your services.
b. Use the issuing of warranties and the records of after-sales service as sources of
c. Use statistical techniques to gather and analyze market information.
d. Calculate the percentage of total sales taken by new products developed over the
past two years. Record this data every year and identify the trends. This will help you
with your decision-making. Set up procedures for handling claims
3. Customer claims are inevitable. What is important is that your company handles them as
quickly and reliably as possible. Prepare a claim-handling rule – a document which
clearly describes the in-house procedures for handling product-related claims, and for
repairing defective goods. You or your senior management should periodically check
what the customers’ claims are about, and the progress of countermeasures to
ensure that such claims will not arise again. And remember that some customers
do not complain when they are frustrated. Always be alert for the possibility of such
latent dissatisfaction. Analyse customer claims
4. The continuous analysis of customer claims will help your company to identify the causes
of defects. This will allow you to improve the quality of your products, and, quite often,
to reduce your costs. The analysis will also help you to spot long-term trends in market
conditions. Set up a system to analyze customer claims: A Roadmap to Quality 15 Unit 2 - Chief Executive Officer: Ensuring Quality 05-87581_unit 2.qxd 09/09/2005 11:33 Page 16 a. The department in charge of handling claims should use statistical techniques to
compare and analyze data for each 6-month period, and should explain its
long-term strategy to related departments.
b. The analysis of this data should be used at meetings on new product development,
to ensure that the insights gained from customer claims are included.
c. After improvements have been introduced, confirm that the effects are acceptable,
and record them. Then display the results of the improvements, as numerically as
possible. Show the increased yield and productivity, reduced costs and any other
d. Managers should always show a positive interest in the successes of good customer
claim handling: hold meetings at which you can be told directly about the results of
improvement. Communicate your quality policy to your customers
5. Include clear customer-related objectives in you quality policy, to show that you are
customer oriented, and are determined to offer the goods and services that customers
want – and of course, communicate your quality policy to your customers:
a. Set objectives for such areas as customer satisfaction and service systems.
b. Set objectives for reducing the percentage of defects in the market.
c. Set a numerical target for reducing customer claims.
d. Set a numerical target for increasing the efficiency of your after-sales service.
e. Set a numerical target for improving quality in manufacturing and process
f. Show clearly how inspection quality in the factory affects quality in the market. If
necessary, improve the inspec...
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This note was uploaded on 10/07/2013 for the course MKT marketing taught by Professor Anamika during the Spring '12 term at Punjab Engineering College.
- Spring '12