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Total Quality Management

Date. 4th August 2022


The Quality refers to a parameter which decides the superiority or inferiority of a product and service. Quality can be defined as an attribute which differentiates a product or service from its competitors. Quality plays an essential role in every business. Business marketers need to emphasize on quality of their brands over quantity to survive the competition. Why would a customer come to you if your competitor is also offering the same product? The difference has to be there in quality. Your brand needs to be superior for it to stand apart from the rest.

Purpose of Total Quality Management

Total Quality management is defined as a continuous effort by the management as well as employees of a particular organization to ensure long term customer loyalty and customer satisfaction. One happy and satisfied customer brings ten new customers along with them whereas one disappointed individual will spread bad word of mouth and spoil several of your existing as well as potential customers.

You need to give something extra to your customers to expect loyalty in return. Quality can be measured in terms of durability, reliability, usage and so on.

Total quality management is a structured effort by employees to continuously improve the quality of their products and services through proper feedbacks and research. Ensuring superior quality of a product or service is not the responsibility of a single team member.Every employee who receives his/her paycheck from the organization has to contribute equally to design foolproof processes and systems which would eventually ensure superior quality of products and services. Total Quality management is indeed a joint effort of management, staff members, workforce, suppliers in order to meet and exceed customer satisfaction level. You can’t just blame one person for not adhering to quality measures. The responsibility lies on the shoulder of everyone who is even remotely associated with the organization.

W. Edwards Deming, Joseph M. Juran, and Armand V. Feigenbaum jointly developed the concept of total quality management. Total Quality management originated in the manufacturing sector, but can be applied to almost all organizations.

Total Quality Management Cycle

Total quality management ensures that every single employee is working towards the improvement of work culture, processes, services, systems and so on to ensure long term success.

Total Quality management can be divided into four cycles


Planning is the most crucial phase of total quality management. In this phase employees have to come up with their problems and queries which need to be addressed. They need to come up with the various challenges they face in their day-to-day operations and also analyze the problem’s root cause. Employees are required to do necessary research and collect relevant data which would help them find solutions to all the problems.


In the doing phase, employees develop a solution for the problems defined in planning phase. Strategies are devised and implemented to overcome the challenges faced by employees. The effectiveness of solutions and strategies is also measured in this stage.


Checking phase is the stage where people actually do a comparison analysis of before and after data to confirm the effectiveness of the processes and measure the results.


In this phase employees document their results and prepare themselves to address other problems.

Total Quality Management Models

Total Quality Management is a combined effort of both top-level management as well as employees of an organization to formulate effective strategies and policies to deliver high quality products which not only meet but also exceed customer satisfaction.

Total Quality management enables team members to focus on quality than quantity and strive hard to excel in whatever they do. According to total quality management, customer feedbacks and expectations are most essential when it comes to formulating and implementing new strategies to deliver superior products than competitors and eventually yield higher revenues and profits for the organization.

Credits for the process of total quality management go to many philosophers and their teachings. Drucker, Juran, Deming, Ishikawa, Crosby, Feigenbaum and many other individuals who have in due course of time studied organizational management have contributed effectively to the process of total quality management.

There are many models of total quality management and it is really not necessary that every organization should select and implement the same model.

Various Models of Total Quality Management.

Deming Application Prize.
Malcolm Baldrige Criteria for Performance Excellence.
European Foundation for Quality Management.
ISO quality management standards.

Customers and their feedbacks are the foundation of every Total Quality Management model. In simpler words, Total Quality Management begins with understanding customers, their needs and what they expect from the organization. Design foolproof processes and systems to collect customer data, information to further study, analyze and act accordingly. Such activities not only help you understand your target customers but also predict customer behaviour.

As a business marketer, you need to know the age group of your target customers, their preferences and needs. Employees need to know how their products or services can fulfil customer needs and demands.

Total Quality Management model requires meticulous planning and research. Every total quality management model integrates customer feedbacks with relevant information and plans accordingly to design effective strategies to achieve high quality products.

Strategies formulated to yield better quality products need to be evaluated and reviewed from time to time. Remember, customers are satisfied only when products meet their expectations, fulfil their needs and are value for money. Their overall experience with the organization needs to be pleasant for them to be happy and return to the organization even the next time.

Continuous improvements, changes and modifications in the existing processes according to customer expectations are necessary to yield higher profits. Processes can’t be same always. If a customer complaint about a particular product of yours, find out the root cause of problem. Understand and implement necessary total quality management models to rectify the problem, remove the defect for a high-quality product.

Successful implementation of Total quality Management inorganisationneeds extensive planning and most importantly participation of every single team member who is benefitted out of the organizationmanagement, suppliers, clients and even customers. Without the participation of each and every employee, total quality management model would be a complete failure.

Total Quality Management


Total Quality Management is essential for the development and success of organisations. It begins with research and collecting information about the organization.Efficient planning and full participation with management and employees for total quality management implementation to be success. Top level Management needs to make other team members aware of the benefits of total quality management process, importance of quality to survive in the long run and how they can implement various TQM methods by prioritizing customers and their feedbacks.

Jewel Cameron Sign


Construction- Quantity Surveyor- Valuer/ Appraiser. Project Management

37 PattensenTurkeyen, Dennis Street, Georgetown, Guyana