Total Quality Marketing
(TQM) refers to a marketing philosophy that aims to deliver high-quality
products and services to customers through a continuous process of improvement.
This approach to marketing considers the entire customer experience, from
product development to delivery and after-sales service. The goal of TQM is to
meet or exceed customer expectations and create a loyal customer base.
Marketers play a critical
role in the implementation of TQM. They are responsible for ensuring that all
marketing activities align with the principles of TQM and that the customer
experience is seamless and of high quality. The following are some of the key
principles of TQM and the role of marketers in each:
- Customer Focus: Marketers must understand the
needs and wants of their target customers and tailor their products and
services to meet those needs. They must also ensure that customer feedback
is collected and used to continuously improve the customer experience.
- Continuous Improvement: Marketers must
constantly strive to improve the quality of their products and services.
This requires a focus on data-driven decision making and a commitment to
ongoing learning and development.
- Employee Empowerment: Marketers must ensure
that all employees are empowered to contribute to the improvement of the
customer experience. This requires a culture of trust and open
communication and a focus on employee development and engagement.
- Process Orientation: Marketers must view
their work as a series of interrelated processes, with a focus on
continuous improvement. This requires a deep understanding of how all
marketing activities contribute to the overall customer experience.
- Collaboration: Marketers must work closely
with all other departments in the organization to ensure that the customer
experience is consistent and of high quality. This requires effective
communication and a shared commitment to meeting customer needs.
In conclusion, TQM is a
customer-focused approach to marketing that seeks to deliver high-quality
products and services. Marketers play a critical role in the implementation of
TQM, by ensuring that all marketing activities align with its principles and that
the customer experience is seamless and of high quality.
