Strategic Thought Transformation - The IIPM Think Tank

CO- O P E T I T I O N
If we want to predict the future then we can
easily say that it is the quality factor that will
constantly expand.
If we think of the Japanese corporates, the
approach towards total quality management
initiated during 1950’s in designing component
and manufacturing, ensured that the produtcs
manufactured were defect free, with no rejections.
Total Quality Management is therefore
becoming competitive globally.
As said by Joseph M. Juran, Father of Quality
Management, “The improvement that many
firms undertake to create quality but few have
actually reached leadership.”
Quality is vital. And it is with quality that
we will be able to compete globally. Indian
market is moving at the rate of nanoseconds.
Today if we can achieve quality superiority
then very soon we can become an economic
superpower. Our quality efforts are under way
in big industries. But the main struggle is with
the unorganized sector, that are losing the
luster due to scarcity of resources to implement
TQM procedures. So it is important for
the government, along with the big players
in different industries to come together at a
As we move from
the environment
of shortages to an
environment of
surplus, the quality
element is
extremely crucial
macro level to help out the unorganized sector
with their struggle for quality management.
The quality standards by the big three auto
manufacturers namely, DaimlerChrysler, Ford
& General Motors of USA fits perfectly with
the theme. In India, the example of Jet Airways
is fitting. With a humble beginning in
May 1993, Jet Airways has now flown over
54.6 million passengers. Today the airline carries
approximately 24,000 passengers daily,
via its 280 flights to 48 destinations that span
the length & breadth of India and beyond,
including Colombo in Sri Lanka, Kathmandu
in Nepal, Singapore, Kuala Lumpur in Malaysia
& London Heathrow. The growth that
happened because of service quality, which
began as a part of Jet’s mission statement, is
now being reinforced at every stage.
Aviation is an important sector of the Indian
economy. Aviation provides part of the
economic infrastructure that oils the wheels
of business, allowing it to take place efficiently
and effectively. Companies need quick and
easy access to their markets; they need to
be in contact with other companies in order
to sell their products in a range of markets
across the globe; and they innovate using the
cross-fertilization of ideas that comes from
networking and contacts with others from a
broad range of backgrounds and cultures. Air
travel is essential for all these activities
Jet Airways’ basic credo is simple. There is
nothing like perfection in delivering service.
It can always be improved. And the message
comes directly comes from the top and trickles
down. Jet Airways was set up with the objective
of providing high quality and reliable air
travel in India.
There are norms laid out for all areas of
customer experience – from reservations to
check-in, departure, in-flight services, arrival
and post flight. Whenever there is negative
feedback, it is mapped against set processes
to check where the non-compliance happened
is then remedied by proper communication
and training, wherever needed.
During the last two years, the brand has
consolidated its market position of leadership,
placing greater emphasis on Customer Relationship
Management. The Service Tracker, a
system for collecting and acting on passenger
feedback within seven days, helps analyze trends
and measures quality aspects, such as, meals,
in-flight service, on-time performance, etc.
One of the biggest challenges in running a
modern business is figuring out whether you
have succeeded or not. Even if you haven’t you
need to know whether you are at least heading
in the right direction, and how long you
will take to get there. Rather you can get lost
if you do not have the right tools, techniques
and metrics for measuring, evaluating and
revalidating your business game-plan.
“Thus we can say that total quality management
is a guiding mantra in quality nirvana”.
An IIPM Intelligence Unit Publication STRATEGIC INNOVATORS 75