This document discusses total quality management and customer feedback. It defines internal and external customers and what makes customers satisfied, such as performance, features, service, warranty and price. It presents a customer satisfaction model showing how organizational offers should satisfy customer needs. The document discusses why customer feedback is important and lists various methods to collect feedback, such as comment cards, questionnaires, focus groups, toll-free numbers, site visits, report cards, and social media. It emphasizes that both external customer and internal employee feedback should be gathered.

1. TOTAL QUALITY MANAGEMENT
DR. VEERANNA D.K
DEPT. OF MECHANICAL ENGINEERING
S.G.BALEKUNDRI INSTITUTE OF TECHNOLOGY, BELAGAVI,INDIA

2. WHO ARE THE CUSTOMERS
INTERNAL CUSTOMERS: YOUR
EMPLOYEES, STAKE HOLDERS,
EXTERNAL CUSTOMERS
• Internal customers: Your employees, stake
holders,
• External customers : buyers, suppliers(in some products)

3. WHAT MAKES THE CUSTOMERS HAPPY/ CUSTOMER
PERCEPTION OF QUALITY
• Performance – fitness for use
• Features – add on
• Service – easy of repair/replace
• Warranty – promise to perform
• Price - affordable
• Brand/Reputation – people taste, status

4. CUSTOMER CHAIN
External Customers
Internal customer

5. CUSTOMER SATISFACTION MODEL/ TEBOUL MODEL
The rectangle indicates the
offers by organization and
circle indicates the customer
needs- the final conclusion is
the needs should be satisfied
by organizational offers.

6. CUSTOMER FEEDBACK…..WHY?
 To know the customer needs
To know satisfaction/dissatisfaction of
customers
To know the taste of the customers
To know the customer priorities
To compare with competitor position in the
market
Scope for improvement
Data may help to launch new product / service
To be in touch with customer

7. METHODS TO COLLECT CUSTOMER
FEEDBACK
• 1.Comment card
• 2.Questionnaire
• 3.Focus groups
• 4.Toll free numbers
• 5. Visit to customer place
• 6.Report card
• 7.Internet/social media
• 8.Internal customer(employee) feedback

8. 1.COMMENT CARD
• Is used to collect the
feed back
immediately after
sales/service of goods
and services. They
may use the papers or
even the electronic
machines with push
buttons

9. 2.QUESTIONNAIRE
• Customer feedback is the reaction or
response in the form of information
that is obtained from the customers
after they have used a product or
service. It comes directly from the
customer or consumer and is related
to the level of satisfaction obtained
from using the product or service.
The set of close/open ended
questionnaires are prepared and
collected by some means.
• It may be Product/service Feedback,
Training Feedback , Presentation
Feedback etc.

10. 3.FOCUS GROUPS
• Focus groups are used to gather
target audience opinions and
attitudes about certain products,
services or concepts. A company
may use a focus group to gather
customer feedback from the
people who really uses the
product or service. Focus groups
require an experienced
moderator to start and guide the
discussions and to encourage
participants to get involved
without any bias at any point of
time.

11. 4.TOLL FREE NUMBERS

12. 5. VISIT TO CUSTOMER PLACE
 site visit to see the actual usage of the
product/service
Provide the guidance to correct it on
location
 to predict the future problems
To understand the problems and future
modifications required if any
To make organisation customer friendly
Develops goodwill and boosts the morale of
customers

13. 6.REPORT CARD
• The companies should be proactive about
customer support. That’s why the
companies launched Customer Satisfaction
Ratings reports which enables companies
to collect feedback from their customers,
analyze that feedback, and fix any issues
immediately. In some cases, that will help
companies revamp entire business
processes in order to meet the needs of
their customers.
• The cards may be collected by using any
ways and means either in hard or soft form.

14. 7.INTERNET/SOCIAL MEDIA
• Internet/Social media has
become an inexpensive/less
expensive and efficient way to
communicate with customers.
Customers are already actively
participating in communities on
Facebook, Twitter , WhatsApp
Instagram etc, Responding to
the comments, sending direct
messages, and responding to
see how people really feel about
the product/service.

15. 8.INTERNAL CUSTOMER(EMPLOYEE) FEEDBACK
Give equal importance to your internal
customer(employees) to give feedback
Collect feed back for constructive purpose
They are the people who uses/operates the
product/ service first
It improves the morale of internal customers
The ideas and suggestions can be
incorporated in future modifications

16. Thank You