Реферат: Toyota Satisfaction Committee Essay Research Paper

Toyota Satisfaction Committee Essay, Research Paper

Toyota executives lead the customer satisfaction committee at TMS and TMC.

* These committees help establish the link between marketing strategies and

operational realities of the organization. DEVELOPMENT OF CUSTOMER SATISFACTION

COMMITTEE * One of Toyota’s key indicators of its performance for customer

satisfaction is "initial quality" or " the quality percieved by

the customer in the first few months of ownership. * The J.D. Power initial

survey provides feedback on quality to automobile producers, individual

diagnostics, and comparison to competition. Toyota was not ranked number one in

customer satisfaction by J.D. Power and found out they had a lot of room for

improvemnt. * In 1986, TMS/USA made a strong proposal to TMC/Japan stating that

Toyota should be number one. The proposal implied that TMC should improve

product quality in the plants to achieve that number one ranking. * In 1987, TMC

began to persue the proposal. * The initiative to improve the customer

satisfaction came to be referred to as "J1". ESTABLISHMENT OF TMC’S

CUSTOMER SATISFACTION COMMITTEE * In 1988 TMC established a committee structure

specifically to accomplish the J1 objective for customer satisfaction. There

were three subcommittees involved to address specific customer satisfaction

issues: product quality, domestic sales and service, and overseas sale and

service. INITIAL EFFORT TO IMPROVE QUALITY AT TMC JAPAN * TMC’S initial efforts

for the J1 initiative concentrated on the work of the product quality committee.

* They set out targets and initiated many improvements, and were to 60 to 70

percent on their way to achieving their targets when the incongruity between

their "high" quality improvements and "lower" customer

satisfaction rating became obvious. * TMC’s product quality committee relied

heavily on TMS’s voice-of-customer information and surveys of customers. * Some

of TMC’s responses were "Door has scratch" or "grease on the

carpet" but their audits of the vehicles when leaving Japan had no signs of

these. The damage must be occurring after they leave Japan. THE J1 BOOMERANG *

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