One: Why No Change May Be Accomplished at All?
Fragmented, partial approaches. "Empowerment, without
a clear strategy is chaos."
2. Poor communication. Few people really understand
3. Training not tied to real problems. No "action
One: Conformance Quality, Small Improvements Achieved,
but Little Else
Internal focus: Quality Management effort not aimed
at the customer.
5. Focus solely on cleaning up messes rather than delivering
superior products and customer service.
6. Imposition of a rigid, predetermined Quality Management
program on the organization.
Two: "Customer Satisfaction." Real Improvements
Achieved for Customers, but Not Enough to Create a Competitive
Focus on our performance instead of how customers view
our performance versus our competitors.
8. Market research neglects key determinants of customer
satisfaction, or isn't adequately analyzed or communicated.
9. Quality Management effort not aligned with the whole
10. Quality Management effort not connected to competitive
strategy or business results.
Three: Market-Perceived Quality, Performance Is Compared
with Competitors, but Real Strategic Advantage Isn't
Companies adopt customer value slogans but don't carefully
develop competitive metrics.
12. Segments within the targeted market are not clearly
13. Customers won and lost are poorly analyzed, so key
market-driving factors are poorly understood.
14. Inadequate quality effort in innovation and cycle