Understand a Range of Quality Controls and How Service to the Customer Can Be

Improved

3.1 Explain How Quality Management Can Be Measured

Quality management can be measured in different ways. It is not difficult to find out that the

products or services are not in a best quality by some measurements.

For examples:

a. The company can count the number of worn goods

b. For produce, goods reworks are done

c. For specific production needs, additional materials or inventory which are generally not

be used

d. For sold goods and done service, because they need warranty repairs

e. For sold goods and done services, customers complain

f. For goods and services, liability judgement need to be made

g. Recalls and corrective actions need to be taken for products and etc.

By assessing the customer’s feedback and their requirements, a company may judge

their quality management that whether they meet the customer’s requirements or not.

Another good way of judging own quality management is benchmarking. In this process,

one company compares their own quality management with those who are the best in

this field. A company may measure their quality management system with the help of

the ISO 9000 family of standards. Because they are designed to help companies ensure

that they meet the needs of customers and other stakeholders.

3.2 Evaluate the Benefit of User and Non User Surveys in Determining Customer Needs

It is important for all companies to understand the customer needs firstly. Many

procedures are conducted to understand the customer needs, but survey is the most popular

procedure among them. It is important for a business to consider what kind of survey they

should use and who they should choose for it – users or non-users?

Users are the existing customers. New products or service need to be introduced to

them in order to keep their satisfaction. Needs, expectations, the trend in the market and even

limitations can be identified by using this survey. Non users are who they are now not but

potentially will be customers. They are non users may be due to unaffordable prices or

dissatisfied to the products or service. From the non user surveys, the reason why they do not

use the products or service will be identified and products for their

desire can be also produced while keeping the standards of the company.

Most of the time, a business company uses user base survey. This survey helps to find

their actual strengths and weaknesses. By asking relevant and proper questions, a business

company may get proper feedback from their users about the demand and needs of their

products or service. They also find the satisfaction level of the users about their product or

service by this survey. Non-users survey is also very useful for a company although it can be

unusual in marketing research. The company comes to know why these people do not use

their products or services, besides that, they come to know what they want from the

company, what measures will be taken to satisfy them, what are the certain criteria, and

where their competitors are better than the company, etc. Although using both type of

surveys needs much administrative efforts and time, both are really important to determine

customer’s needs. User survey helps a company to find out whether they are doing good or
 not in business. In the other hand, non-user survey helps to find out what they can not meet

customers’ needs. If a company gets proper responses from user and non-user, it will help

them to determine customers’ needs conveniently.

3.3 List The Methods Of Consultation Employed In One Quality Scheme To Encourage

Participation By Under-Represented Groups. Several methods can be used for encouraging

participation of under-represented groups.

Some of them are given below:

1. Form surveys

A form should be designed to get quick reply from under-represented groups as well as

should be help to identify the nature of the replies. Under-represented groups should be

encouraged to participate in this survey. Their expectations, requirements and problems

can be revealed by analyzing these forms.

2. Telephone surveys

Expectations, requirements and problems of under-represented groups can be measured

by telephone survey and it is an effective tool.

3. Interviews

A person may be selected from the under-represented groups randomly for interview.

4. Group interviews

Another effective way of consultation with under-represented groups is group interviews

or group discussions which help to analyse the situation.

5. Mail surveys

Some people may be selected from the under-represented groups and to get their response

pre-paid envelops can be sent with a set of questions requiring short answers.
 6. Electronic surveys

This method is like to the mail surveys, here e-mail is used to sent the questionnaires.

3.4 Identify the Value of Complaints Procedures and Analyse How They May Be Used to

Improve Quality

Complaints are always treated as negative reactions from customers. But a company

which applies quality management and concerns about quality service treats complaints as an

opportunity to identify the faults of their products or service and improve them. Most of the

companies set up customer service department to handle complaints and advice from

customers, in order to satisfy them. The data collected during the complaints procedures can

be used for planning and employing quality management practices. Other than complaints

about products or service themselves, sometimes customers may complain against staff who

sell products or provide service to them. Then the company may improve employees quality

by proper training. There must be certain complaint procedures.

The customers identify weakness points of the products or service before they buy them

or after using them, which include size requirements, colour requirements and etc. The

weakness points of products or service may directly affect the sales revenue, because

customers may give up to buy them when they find the products or service cannot meet their

requirements. And even if they buy them, they will soon find the weakness points of the

items they buy, that may affect their confidence on the company’s products or service unless

their complaints are well handled. In bank service, the weakness points can be high service

charge, low interest, lack of or inconvenient branches and so on. This may help banks to

review their financial products and distribution or numbers of branches.

 Quality may be about the products or service, and also can be the staff who provide

service. Once customers find them low quality, it is hard to retain the customers’ loyalty and

confidence on the company. For examples, a customer sets up an investment account in

banks and wishes to deal with the investment through online banking, but the system always

delays and is difficult to use. Soon the customer will feel discourage to use the system, and

choose another one which can provide a better and fluent online banking system in order to

deal with their investment easily. Complaints on online banking should be recorded and

supported by IT department, this may help to maintain a convenient way to handle

transaction and investment for customers. A sound online banking system is one of the points

for customers to rely on.

Besides that, low quality of staff may also cause customers’ dissatisfaction. Staff should be

well trained to be polite and understand their products and service well. Especially the tellers

and staff who are face-to-face with customers everyday.

Complaints procedures should be simple, and every complaints should be followed up

well, as quality means meeting the requirements and satisfaction of customers. Face the

weakness and dissatisfaction identified by customers is the most direct way to improve the

quality. A satisfied complaints procedures and system may help to identify problems and

dissatisfaction of customers, finally may lead to a reduction of complaints and achieve a

quality service.
Be Able to Apply The Principles Of Quality Management to Improve The Performance of

An Organization