This presentation addresses the TQM Fundamental concepts and a focus towards Customer on various perspectives.

1. Basic Concepts & Principles of
TOTAL QUALITY MANAGEMENT(TQM)
Focusing TQM Strategies towards
Customer End
A Presentation by:
Mr. R.L. SANKARLAL, M.E., MISTE., MSAE., (Ph.D).,
Asst. Professor (Gr-II) /Mech.,
R.M.K. Engineering College

2. Key Take Away… (Previous Session)
• Video - 2
https://www.youtube.com/watch?v=575YjPL-anU
Dimensions of Product Quality - for a Car. – 6 Min
( Case Study)
• Video – 3
https://www.youtube.com/watch?v=Gxf6UfF5PpY
Dimensions of Service Quality – Emirates Airlines.
– 9 Min
(Case Study)

3. Evolution of Quality
• Early 1950s – Americans who took the message of quality to Japan
• Late 1950s – Japanese who developed new concepts in response to the
Americans
• 1970s – 1980s – Western Gurus who followed the Japanese Industrial Success
American Quality Gurus:
1. Walter Shewhart (1920s to 1940s)
2. W. Edward Deming (Post World War II through 1980s)
3. Joseph M Juran (Post World War II through 1980s)
4. Philip Crosby (1980s)
5. Armand Feigenbaum (1970s to 1980s)
Japanese Quality Gurus:
1. K Ishikawa (Post World War II through 1980s)
2. G Taguchi (1960s to 1980s)
3. Shigeo Shingo (Post World War II through 1980s)
4. Masaaki Imai ( 1980)

4. Evolution of Quality

5. Total – Made up of the whole
Quality – Degree of Excellence of a product or service
Management – Act, art or manner of handling, controlling, directing etc.
Definition 1: – A comprehensive, organization-wide effort to improve the
quality of products and services, applicable to all organizations.
Definition 2: - Quality is managed by the total effort of an organization,
and that each department or phase of production is responsible for
making its part of the product or services as flawless as possible
before passing it on the next user or phase.
Definition 3: - A management philosophy, a paradigm, a continuous
improvement approach to doing business through a new
management model.
Total Quality Management

6. Traditional Vs TQM Approach
Quality element Previous state TQM
Definition Product-oriented Customer-oriented
Priorities Second to service and
cost
Short-term
Detection
Operations
Quality Control
Managers
Plan, assign, control,
and enforce
First among equals of
service and cost
Long-term
Prevention
System
Everyone
Teams
Delegate, coach,
facilitate, and mentor
Decisions
Emphasis
Errors
Responsibility
Problem solving
Manager’s role

7. Basic Concepts of TQM
• Top Management Commitment
• Focus on the Customer
• Effective involvement and utilization of entire
workforce
• Continuous Improvement
• Treating Suppliers as Partners
• Establishing Performance Measures for the
Processes.

9. 1980–TotalQuality
1970–QualityManagementPrograms
1960–QualityWarranty
1930–StatisticalControl
1920–Inspection
1900–Supervision
1900–Manpowerpredominance
1990-…-ExcellenceModels
The Century of Quality
2000-...

10. History of Quality Management
…To know the future, know the past!
1900-MANPOWER PREDOMINANCE
• Before Industrial Revolution, skilled craftsmen
served both as manufacturers and inspectors,
building quality into their products through their
considerable pride in their workmanship.
• Industrial Revolution changed this basic concept
to interchangeable parts. Likes of ;
– F. W. Taylor (“scientific management” fame)
emphasized on the use of scientific standards
equitably to managers as well as workers.

11.  Industrial Revolution
 mass production
 unit verification
 defective product
 Taylor's conception of work
 Measurement, comparison and
verification activities
 Focus on the quantity produced
1920 - Inspection

12.  Sampling inspection
 Use of statistical tools
 First concerns regarding prevention
Identification of causes for defective products
 Focus on the finished product
1930 – Statistical Control
Late 1930’s
Quality standards and approaches are introduced in France and Japan
It is the beginning of SQC , Reliability and Maintenance Engineering

13.  Seven Basic Quality Tools:
 Flowcharts and Process Maps
 Check lists
 Cause-effect diagrams
 Pareto diagrams
 Histograms
 Scatter diagrams
 Control charts
1930 – Statistical Control

14. 14
History of Quality Management
• Statistical approaches to quality control started at Western Electric
with the separation of inspection division. Pioneers like Dr. Walter
Shewhart, Deming W.Edwards and Joseph M. Juran were all
employees of Western Electric.
– Dr. Walter Shewart (1891-1967) developed the Plan, Do, Check
Act (PDCA) cycle for continuous improvement which is in use
even today
• After World War II, under General MacArthur's Japan rebuilding
plan, Deming and Juran went to Japan.
- Deming W, Edwards (1900-1993) modified PDCA cycle of Shewart
to the Plan, Do, Study and Act (PDSA). He also advocated the
extensive used of statistical quality control theory to Japanese
industry along with Juran.

15. History of Quality Management
• Deming stressed the importance of suppliers and
customers for the business development and
improvement.
– He believed that people do their best and it is the system
that must change to improve quality.
– His 14 Points for Management formed the basis for his
advise to top Japanese management.

16. DEMING’S 14 POINTS on Route to Quality
1. Create constancy of purpose towards improvement of product and
services.
2. Adopt the new philosophy.
3. Cease dependence on mass inspection to achieve quality.
4. End the practice of awarding business on the basis of price tag.
5. Improve constantly and forever the system of production & Service.
6. Institute Training.
7. Institute Leadership.

17. 8. Drive out fear.
9. Break down barriers between departments.
10. Eliminate slogans, exhortations and target for the workforce.
11. Eliminate work standards (quotas) on the factory floor.
12. Remove barriers to pride of workmanship.
13. Institute a vigorous programme of education and self-
improvement.
14. Accomplish the transformation.
DEMING’S 14 POINTS continued...

18. Customer Focus
Step 1
• Customer Orientation
• Understanding Customer, Customer needs
Step 2
• Customer Satisfaction
• Achieving Excitement Needs than other needs
Step 3
• Customer complaints
• Customer Feedback Collecting Tools
Step 4
• Customer Retention
• To achieve success & bring new customers

19. Gateways for identifying Customer Needs
•Customer Surveys, Focus Groups, Market Research programs
•Sales & Service Call Reports, Management Reviews
•Customer meetings
•Personal visits to customers
•Personal experience while dealing with customer
•Information on Competitors Desk
•User Conferences.

20. Kano Model of Customer Satisfaction

21. Customer Complaints – Tools Used
• Comment Cards
•Customer Questionnaires / Toll-free Numbers
•Post- Transaction Surveys
•Report Cards
•Focus Groups / Customer Visits
•Social Media
•Employee Feedback

22. Questions, Queries
& Discussions