TOTAL QUALITY MANAGEMENT

AND CUSTOMER SATISIFCATION &

ITS MEASUREMENT TECHNIQUES

Presented and Submitted by

K.Hemasri
19L31E0116
MBA
 TOTAL QUALITY MANAGEMENT
Total Quality Management is defined as a customer-
oriented process and aims for continuous improvement of
business operations.
It ensures that all allied works (particularly work of
employees) are toward the common goals of improving
product quality or service quality, as well as enhancing
the production process or process of rendering of
services. However, the emphasis is put on fact-based
decision making, with the use of performance metrics to
monitor progress.
In simple total quality management can be defined as the
art of managing the whole activities to achieve excellence .
According to international organization for standards
defined tqm as, “TQM is a management approach for
an organization, centered on quality, based on the
participation of all its members and aiming at long-
term success through customer satisfaction and
benefits to all members of the organization and to the
society.
IMPORTANCE AND PRINCIPLES OF TQM :
A Primary focus of TQM and most Quality Management
Systems is to improve customer satisfaction by having a
customer focus and consistently meeting customer
expectations.

Principle 1: Customer focus.

Principle 2: Leadership.
Principle 3: People involvement.
Principle 4: Process approach.
Principle 5: Systematic approach to management.
Principle 6: Continual improvement.
Principle 7: Factual Approach to Decision Making.
Principle 8: Mutually Beneficial Supplier Relations.
 CUSTOMER SATISFACTION
Customer satisfaction is defined as a measurement that
determines how products or services provided by a
company meet customer expectations.
Customer satisfaction is one of the most important
indicators of consumer purchase intentions and loyalty.

High-standard customer service can win your clients’

hearts and make you recognizable within your target
group.
IMPORTANCE OF
CUSTOMER SATISFACTION
 RETAINING CUSTOMERS IS WAY CHEAPER
THAN ACQUIRING NEW CUSTOMERS
 REPUTATIONS ARE POWERFUL
 IT’S A CROWDED MARKETPLACE
 CUSTOMER SATISFACTION DRIVES
GROWTH
 CUSTOMER SATISFACTION IMPROVES
EMPLOYEE MORALE
 MEASUREMENT TECHNIQUES
OF CUSTOMER SATISFACTION
1. Customer Feedback Through Surveys:
I. In app surveys : The best way to get an honest feedback is while
they are availing your services on your app. Initiate a post-purchase
or post-service survey.
II. Post-Call Surveys : The best feedback is received as soon as the
interaction gets over. CSAT surveys can be initiated as soon as the
call gets over. The caller can provide the feedback by just pressing a
key, which is automatically rolled up to the supervisor in the CSAT
report.
III. Email Surveys: These surveys are for long-time customers who have
made repeat purchases. Email them a form-based study with
insightful questions. Keep those questions relevant to the customer’s
goal, for better engagement. The answers are often lengthy; hence
the response rate might be low.
IV. Voluntary Feedback : Sometimes customers tend to provide
feedback without any nudge from your end. This can be for various
reasons. Either they had a bad experience or an extremely good
2. CUSTOMER SATISFACTION SCORE:

The customer satisfaction score or the CSAT score is a

universal metric used to rate a customer's recent
interaction with the customer service team. The
parameter ranges from 1-5, where the lowest number
denotes highly unsatisfied, and the highest number
indicates highly satisfied. The more positive feedback
results in a higher CSAT score. 
 
3. NET PROMOTER SCORE:

NPS was introduced to fill in the gaps which CSAT

couldn’t. NPS determines how likely a customer will
recommend a particular product/service to their
friends. The scale ranges from 1-10 where 1 denotes
‘not at all likely’ and 10 denotes ‘extremely likely.’
4.    CUSTOMER EFFORT SCORE :
CES, is a customer-centric approach for understanding
the quality of customer service. Here the customer is asked
about the amount of effort he or she had to put to avail the
customer service for getting an issue resolved. Alternatively,
it is asked if the organization had made it easier for the
customer to interact with the customer support team. The
scale ranges from 1 to 5, where 1 denotes fewer hardships,
and 5 denotes excessive hassle.

5.    WEB-ANALYTICS:
Web-analytics crawls your website traffic actively, reads
the sales funnel, understands the customer behaviour, and
predicts future conversions. In-built attribution models give
better insights of touch points, most frequently visited FAQs,
and more. These insights, if compiled and utilized smartly,
can result in a successful customer service strategy that can
be a crucial differentiator in this economy.
6.    SOCIAL MEDIA METRICS :

Social media is a two-way sword.

Customers are more vocal on the social media, today. They

flaunt their purchases online while the brands who dissatisfy
them.
Observe your audience and focus on their comments, on their
recommendations.
Customer support teams can gather these data and formulate
strategies to improve the satisfaction/engagement levels for
better social media presence. 
Thankyou