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, “<strong>The</strong> 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. <strong>The</strong> 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. <strong>The</strong> 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. <strong>The</strong>re 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. <strong>The</strong>re 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. <strong>The</strong> 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 <strong>IIPM</strong> Intelligence Unit Publication STRATEGIC INNOVATORS 75
C A S E S T U D Y NIRMA Proud to be a ‘local’! Nirma, the Indian ‘David’, has always been a trouble to foreign ‘Goliaths’... but aren’t other Indian ‘Davids’ gearing up too well for the fight 76 STRATEGIC INNOVATORS An <strong>IIPM</strong> Intelligence Unit Publication
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