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Anticipating Customer Needs |
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Dean and Evans describe the Total Quality approach that urges companies to constantly investigate how their customers view and use their products and services. The point of this exercise is to develop the ability to anticipate customer needs and desires, not merely to react to them. More recently, this is the push behind systematic Customer Relationship Management (CRM).
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Dean, James W., Evans, James R. Total Quality: Management, Organization and Strategy. West Publishing Company. Minneapolis/St. Paul. 1994.
This incredibly detailed yet easily digestible text provides readers with a workable understanding of the Total Quality movement. Everything from the nuts and bolts to the grander scheme of a TQ effort are discussed in easy to understand terms. Dean and Evans use numerous diagrams, tables and case studies to clarify messages and deliver understanding. This is an excellent text for companies to use to conceptualize and launch their own comprehensive, systematic and scientific Total Quality Effort (not to be confused with the documentation-intensive efforts called for by ISO 9000 certification). This book is a how-to guide for real quality innovation.
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