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• Module overview
• 1. The concept of Quality
  • 1.1 The concept of Quality
  • 1.2 The role of Quality in business
    • 1.2.1 Measuring Quality and performance

• 2. Quality Assurance

  • 2.1 The genesis of ISO 9000
  • 2.2 QA as a system
  • 2.3 The ISO 9000 series
    • 2.3.1 The nature of standards
  • 2.4 The path to accreditation
    • 2.4.1 Development
    • 2.4.2 Implementation
    • 2.4.3 Maintaining the system
  • 2.5 The role of Quality Assurance

• 3. Total Quality Management

  • 3.1 Productivity, profitability and quality
    • 3.1.1 Cost and quality
  • 3.2 TQM
  • 3.3 Implementing Quality
  • 3.4 The thinkers and their teachings
    • 3.4.1 Deming
    • 3.4.2 Juran
    • 3.4.3 Crosby
  • 3.5 TQM - core concepts
  • 3.6 Implementing TQM
    • 3.6.1 Establishing the quality culture

• 4. Kaizen - continuous improvement

  • 4.1 Customer satisfaction: a broadening base
    • 4.1.1 A comment on customer satisfaction
  • 4.2 The Motorola approach
    • 4.2.1 The background
  • 4.3 Implementing Six Sigma
    • 4.3.1 Six Sigma - a panacea?
    • 4.3.2 Innovation, kaizen and Six Sigma
  • 4.4 Process management
    • 4.4.1 Process improvement tools

• 5. Quality in transport

  • 5.1 Quality in a service industry
  • 5.2 Implementing quality in transport
    • 5.2.1 Benefits of environmental responsibility
    • 5.2.2Contribution to profitability
  • 5.3 Quality Costs
    • 5.3.1 Quality costing in practice
  • 5.4 Multimodal transport and sub-contracting
  • 5.5 Quality in the operator-client relationship
  • 5.6 Importance of Quality to transport services

• 6. Quality of customer service

  • 6.1 Link between quality and customer service
  • 6.2 Defining customer service quality
  • 6.3 Customer service quality failures
  • 6.4 Improving customer service quality
    • 6.4.1 Pros and cons: SERVQUAL in practice

• 7. The customer service concept

  • 7.1 Exceptional service = repeat business
  • 7.2 Value: the fundamental equation
  • 7.3 A note on terminology
  • 7.4 Recognise all the players
  • 7.5 Key element for success: know your customers
  • 7.6 What is a service?
  • 7.7 The rise of the service society

• 8. The role of management: corporate principles

  • 8.1 "Everybody pitches in"
    • 8.1.1 Raising the bar
    • 8.1.2The role of senior and top managers
  • 8.2 The functions of management
  • 8.3 Approaches to customer services: industry examples

• 9. Know your customer: exceeding expectations

  • 9.1 Identifying and fulfilling customers' needs and expectations
    • 9.1.1 Initial impressions: starting out right
    • 9.1.2 Identifying customer needs
    • 9.1.3 The right amount of attention
  • 9.2 The right attitude: the right approach
    • 9.2.1 Maintaining a positive attitude
    • 9.2.2 Positive attitudes offer a formula for success
    • 9.2.3 Promise good. Deliver great!
    • 9.2.4 Showing that you care
    • 9.2.5What is in it for you?
  • 9.3 Know your competition
    • 9.3.1 Key questions about competitors
  • 9.4 A note on ethics in customer service

• 10. Taking care of challenging customers: complaints are opportunities!

  • 10.1 Welcoming complaints
    • 10.1.1Some facts about customers
  • 10.2 Handling complaints:
    • 10.2.1 a postcard from the sharp end
    • 10.2.2 Recoveries
    • 10.2.3 What to do
  • 10.3 Testing your standards
    • 10.3.1 So how can you get assistance in using these techniques?
  • 10.4 Unhappy customers? Difficult customers?

• 11. The rights of the customer and the service provider

  • 11.1 What are these rights?
    • 11.1.1 Moral rights
    • 11.1.2 Consumer Rights
    • 11.1.3 Legal rights and responsibilities: the Trade Practices Act
  • 11.2 The impact of fair trading legislation
    • 11.2.1 Fair trading and communication
    • 11.2.2 Customer service pyramid
  • 11.3 A note on e-commerce

• 12. Communication in the servicescape

  • 12.1 Communicating effectively
    • 12.1.1The effect of ineffective communication
  • 12.2 The communication process
  • 12.3 Barriers to effective communication
    • 12.3.1 Individual perception
  • 12.4 Non-verbal communication
    • 12.4.1 A matter of terminology
    • 12.4.2 It is not what you say but how you say it
    • 12.4.3 A word of warning
  • 12.5 Customer service on the telephone:
    • 12.5.1 a performing art
    • 12.5.2 A note on speaker phones
  • 12.6 Email and the Net

6.1 Link between quality and customer service

From what we have studied so far in this subject, let us summarise the main elements that emerge.

• The quality of an organisation's product and services are the foundation of its success in the market, where various competitors compete for the same customers.
• Organisations that differentiate their product through quality often charge a premium price, which customers are willing to pay for the superior commodity or service.
• Organisations producing higher quality products or services will keep their internal costs low, on the one hand through efficient production methods, and on the other, through retaining customers and attracting more.
• Investment in quality includes developing and continuously improving the complete customer experience with the organisation. This includes experience with the product as well as the interaction the customer has during the pre-purchase, purchase and post-purchase phases of the business transaction.
• Successes of quality and superior customer service result in economies of scale as the business develops its market share, setting in motion a cycle of improvement that drives future success for the organisation, provided it is properly managed.

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