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Comfi Leather produces and sells leather products. The marketing department conducted customer surveys to analyse the needs of customers who use CL travelling and school bags. Customers were requested to comment on the quality of CL's bags and after-sales service.

  1. Name the TQM element that is applicable to the scenario above. Motivate your answer.
  2. Evaluate the impact of the TQM element identified in QUESTION 1, on CL as a large business. 
  3. Explain how CL could use the PDCA-model/cycle to continuously improve their processes and systems.
in Grade 12 by Master (866k points) | 277 views

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Total Quality Management (TQM)

  • Total client/customer satisfaction


  • The marketing department conducted customer surveys to analyse the needs of customers.
  • Customers were requested to comment on the quality of CL's bags/after sale services.

Impact of Total client/customer satisfaction on CL as a large business. Positives/Advantages

  • Market research/Customer surveys measure/monitor customer satisfaction/ analyse customers' needs to keep customers informed.
  • Increased competitiveness as CL is aware of market changes.
  • Increased profitability as more goods and services are sold/sales increase.
  • Continuously promote a positive business image.
  • Achieve a state of total customer satisfaction, as CL applies sound business practices. that include all stakeholders.
  • Align cross-functional teams across critical processes to fulfil customer expectations.
  • Higher customer loyalty/retention as CL satisfies more needs.
  • Charge higher prices as high quality products/services are rendered.
  • Gain access to the global market.
  • Employees often do not have a clear idea of what will satisfy customers' needs, as they seldom come into contact with them.
  • Monopolistic companies have increased bargaining power, as they do not necessarily have to please customers.
  • Not all employees√ may be involved in/committed to total client satisfaction
PDCA model/cycle in the continuous improvement to processes and systems
  • CL should identify the problem.
  • Develop a plan for improvement to processes and systems.
  • Answer questions such as 'what to do' and 'how to do it'.
  • Plan the method and approach. 
  • CL should implement the change on a small scale.
  • Implement the processes and systems.
  • Use data to analyse the results of change.
  • Determine whether it made a difference
  • Check whether the processes are working effectively.
  • CL should assess, plan and establish if it is working/if things are going according to plan.
Act as needed
  • Institutionalise the improvement.
  • Devise strategies on how to continually improve.
  • If the change was successful, implement it on a wider scale.
  • Continuously revise the process.
by Master (866k points)
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