Customer Focus in Tqm

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What important role do customers play in the quality management of an organization?

The most important asset of any organization is its customers.An organization's success depends on how many customers it has,how much they buy, and how often they buy.Customers that are satisfied will increase in number, buy more, and buy more frequently.Customer satisfaction is not an objective statistics but more of a feeling or attitude. If customers are happy with a product or a service they have purchased they will pay their bills promptly, which greatly improves cash flow-the lifeblood of any organization.Many companies approach customer satisfaction in a narrow way by confining quality considerations to the product alone whereas, service connected with the product is frequently over looked.Packaging, timely and accurate shipping and ability to meet deadline matters.Customers define quality in terms of their overall experience with the company.

Customer satisfaction serves as an important measure of quality.It is one of the major purposes of a quality management system of an an organization.Total Quality Management implies an organizational obsession with meeting or exceeding customer expectations,so that customers are delighted. Understanding the customer's needs and expectations is essential to winning new business and keeping the existing business.An organiztion must give its customers a quality product or service that meets their needs at a reasonable price, which includes on-time delivery and outstanding service.To attain this level, the organization needs to continually examine their quality system to see if it is responsive to ever changing customer requirements and expectations.The most successful TQM programs begin by defining quality from the customer's perspective. Quality means meeting or exceeding the customers expectations.Customer satisfaction,not increasing profits, must be the primary goal of the organization. It is the most important...
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