THE TECHNOLOGY OF CUSTOMER SATISFACTION MANAGEMENT

As a strategy for achieving the desired level of customer satisfaction, BSL has been continuously improving the quality of their approach to their customers. There has been a wide array of tools and techniques used i.e. the technology for customer satisfaction management.
In the production and operations management area, a great deal of attention and corporate spending has been attracted to Quality Control (Q.C.) and Total Quality Management (TQM) in the name of better supplies to the customers. Here, follows a brief look at QC and TQM at BSL.
2.1 QC and TQM at BSL
“Living the Quality Message.”
A major innovation to the technology of management in 1980s was the emphasis on QC and ultimately the philosophy of TQM or ‘living the quality message.’ Total Quality programmes are being embraced by organizations like ICI, Unilever and British Telecom. This too is an aspect of ‘Japanisation’ in the sense that firms like Honda and Nissan have practiced TQM for many years.
These quality developments were mainly pioneered and led by people in the operations and production fields, and started with technical issues of product quality. They have more recently become much more involved with ‘real’ quality issues, in the sense of quality that the paying customer perceives, values and will pay for.

Customer Company Offerings
Expectations

Match Mismatch

Satisfaction Dissatisfaction

a) Customer / Brand loyalty a) Complaining Behavior
b) Future purchase intentions b) Brand Switching

The source of TQM philosophy at BSL lies in the development of a bank of tools for controlling quality within the factory. Inspection system, SQC through process control systems, and sampling procedures, quality assurance programmes and reliability engineering. BSL President, Mr. S.S. Sajal is greatly interested in the technology of management and they, at BSL, have taken advantage of TQM to a great extent. Mainly, as the concept is pioneered by people from production, it’s practice is also dependent upon people in the operations field. At BSL, people in he production are very good at quality management.lu