1Focusonthecustomer1
Thecustomeraskingl
Consumerpower5
CustomercaretheAmericanway7
Disregardingthecustomer9
Relationshipmarketingl3
Notesl9
2Coreconceptsoftotalqualitymanagement21
Qualityforprofit22
Rightfirsttime23
Costofquality28
Competitivebenchmarking29
Everyoneisinvolved35
Synergyinteamwork37
OwnershipandelementsofseIf-management44
Managersasrolemodels47
Recognitionandrewards50
Thequalitydeliveryprocess5l
Notes58
3Leamingfromthequalitygurus60
W.EdwardsDeming61
JosephM.Juran70
KarouIshikawa74
PhilipB.Crosby75
WilliamE.Conway80
Notes82
4Cuttingthecostofquality84
CasestudyofthespaceshuttleChallengeraccident85
Costofquality95
Costofqualityexamples98
Notes110
5CasestudiesoftotaIquaIitymanagementll2
Changingthecompanyculture112
BritishAirways-newroutestocustomerservice117
IBM-creatingaqualitypolicyandplan126
XeroxCorporation-usingTQMasacompetitivestrategyl35
PaulRevereInsuranceGroup-TQMinapaperandideas
business140
RoyalMail-projectsforTQMl48
Notesl59
6TooIsandtechniquesoftotalqualitymanagementl62
Techniquesforanalysingaqualityprocessl63
Statisticalprocesscontroll69
Organizedproblemsolvingl71
Problem-solvingtoolsl73
Notes182
7Avoidingthehypel83
Furtherreadingl84
Conclusion195
Notes196
lndex197