The Next Big Leap: From Total Quality to Total Customer Value Management

The Quality Revolution was meant to be customer focused, instead became process centric and one of record keepers. Nonetheless, Total Customer Value Management can learn from the Quality movement. There is much to learn.

The Value of Quality

  • Quality has excellent ideas, discipline and methodology
  • Huge resource available, great and dedicated people

Question: How to use the Quality resource and Quality ideas and Quality thought processes for Customers?

  • Advance from a Quality Strategy to a Customer Strategy
  • Use Quality Circles concept to form Customer Circles
  • Go beyond Zero Defects to Zero Complaints
  • Institute Systemic, Mind-set and Attitude changes in Customer thinking

How to Leverage Quality for Customer Value

  • Going beyond:The role of executives is to create value for employees and Customers and thereby for shareholders.
  • Creating Customer Value goes far beyond experience and quality and leads to increased loyalty and increased market share.
  • Measuring Value allows you to create more value effectively.
  • Quality People should become Value Creators

To achieve this, Quality must create value for Customers and Employees

People who led the Quality revolution could easily lead the Customer Revolution. Are you ready to re-deploy your Quality resource for Customers today?

Would love your comments and help. We are happy to help others in education and executive education on courses in Value Creation.


Gautam Mahajan,
President, Customer Value Foundation and Inter-Link India

Founder editor, Journal of Creating Value
K-185 Sarai Jullena, New Delhi 110025
+91 98100 60368, 011-26831226

Twitter @ValueCreationJ

Customer Value Foundation (CVF) helps companies to Create Value and profit by Creating Value for the Customers, employee and for each person working with the companies.

Total Customer Value Management (Total CVM) transforms the entire company to focus on Creating Value for the Customer by aligning each person’s role in Creating Customer Value and getting shareholder wealth and Value.

Explore posts in the same categories: Business & Management

2 Comments on “The Next Big Leap: From Total Quality to Total Customer Value Management”

  1. This is such a large topic that it could fill a book, not just an email.
    For starters, zero defects always meant making a product that wouldn’t fail. Nobody ever asked, “at what price?”. And, would a customer buy a product that would last longer than he would?​ ​
    It is also said that quality products come from quality parts. Although I agree with this, again, at what price?

    The solution is to focus on the customer. 1) Listen to what he wants, 2) give it to him. It’s that simple.​ BUT THIS IS NOT HAPPENING​
    I believe “Customer is What the Customer Says It Is”. In some cases, this means if he needs a product to last just one time, you sell him a product that lasts just one time. The product may have little quality but it does the job which is what the customer wants.​ CORRECT​

    The other side of this coin is “the customer is not always right”. Sometimes he wants to buy something but you know it will either not do the job or is more than he needs to do the job. Do not sell something that will not do the job. ​CORRECT AGAIN​

    I can give you examples of all the above but I’m trying to keep this short.

    Martin Keyser
    Stanton, CA

  2. Excellent idea, Gautam!

    The first thing to do, as we do in quality management, is to define “customer value.” Perhaps, you have a definition and I am not aware.

    Having lived and travelled in several countries, I find it interesting that western societies (Europe and North America) are more customer focused than eastern societies (Asis-Pacific, except Japan and South Korea). Also, I find that western countries/culture is more trusting of people in general, while Indian culture is the least trusting of people.

    I find that in India most businesses are transaction oriented, not focused on customers or long term prospects but on a quick buck! Most businesses are customer focused in the U.S. Therefore, I think the definition of “customer value” will be influenced/colored by the culture.

    This is not meant as criticism but meant as simply observation.

    While the quality can be defined in quantitative terms, customer value is more qualitative. Also, as the grade of quality varies, i.e. Hyundai cars vs Mercedes cars, or Holiday Inn vs Sheraton or Hilton, customer value may also vary.

    Well, that’s all for now.

    With best regards,

    Pradip V. Mehta
    Fellow, American Society for Quality
    Fellow, Textile Institute, UK

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