Implementing Total Quality Management in Customer Service

This assignment focuses on the implementation of Total Quality Management (TQM) in customer service processes. It emphasizes the importance of TQM in addressing challenges and maintaining overall operational quality. The study explores various applications of TQM that can bring improvement within this process. Relevant book chapters, journal articles, and research papers are cited to support the discussion.

OPERATIONS
MANAGEMENT AND
SERVICE EXCELLENCE

TABLE OF CONTENTS
INTRODUCTION AND OVERVIEW...........................................................................................1
OPERATIONS PROCESS..............................................................................................................2
OPERATIONS ANALYSIS............................................................................................................5
Methodology................................................................................................................................5
Analysis........................................................................................................................................5
EVALUATION OF OPERATION..................................................................................................8
RECOMMENDATION...................................................................................................................9
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................11

INTRODUCTION AND OVERVIEW
Every business performs different types of operations. It depends on industry type and
operation process. The manager is responsible to manage overall operational process so that
goals are attained (Suarez and et.al., 2016). Alongside it, operational process also depends on
products and services that are been offered. Within operations it is important to maintain quality
of services to improve business efficiency. However, each operation process may differ as there
are changes in offering of products and services.
Kitchen table is a small restaurant that is based in London. It is located at 70, Charlottte
St Bloomsbury. It provides various types of European dishes and services to people. The
restaurant is having a U shaped seating which allows customer to experience all round view of
restaurant. There are total 19 seats that is been inserted in U shaped. As it is a small restaurant
there are many competitors such as The tudor room, Casamia, seven park palace, etc. These all
provides intense competition to Kitchen table. However, the unique design and layout of
restaurant distinguish it from other small restaurant. The opening hours are from 6 PM to 11 PM.
Layout of Kitchen table- The restaurant is having a U shaped table where customers sit and
enjoy their meal. Also, interior design of restaurant provides a soothing atmosphere. The process
of order processing is menu card are kept on table through which guest gives order. Then, waiter
takes order to chef for processing. The chef prepares dishes according to order. At last waiter
server food and after making payment customer reviews are taken. Moreover, waiter or manager
in between also takes feedback about food.
Management and operations are the vital components in business as management helps in
managing the bulk of operations of company effectively in order to generate revenue and gain
positive outcomes. In short, management set strategies for increasing profit and improve
operational efficiency. Operation management refers to organising and managing of business
practices to bring efficiency within organisation (Psomas and Jaca, 2016). It also includes
controlling of those practices which is required in production of products and services. An
operation process starts by organising practices. Here, services are managed on basis of order to
production. Business operation may vary according to who needs to do what, how, when, etc. In
this way a process is outlined and designed.
In a business it is the operations through which products are manufactured and delivered.
The success of organisation depends on how well operations are performed. This is because in
1

operation it is identified that how well products and services are delivered, who is playing what
role, what process is been followed, etc. By making changes in operations if business efficiency
is improved it also enhances quality of products and services. Along with it, in order to generate
more profits it is only possible through changing operational process. A process refers to steps
that show how product or service is produced and delivered to customers. In operation it is also
defined that what resources are used, who are people involved in it, etc.
OPERATIONS PROCESS
Overview of operation process
It is necessary to analyse and evaluate overall operational process so that its efficiency
and weak areas can be identified and improved. Moreover, analysing process helps in finding out
what changes can be done. However, by analysing loopholes are identified. In addition there are
several challenges that occur in operation process. So, these all can be solved easily. There are
various services that are carried out within a restaurant business such as customer service, food
preparation, purchasing raw material, cleaning and various others. Customer service is one of the
main key operation of this restaurant business. It is a key for successful business. Excellent
customer services drives a positive restaurant atmosphere which helps in attracting more and
more customers (Bernstein and Sheen, 2016). It is one of the main thing which is desired by
every customer whenever they enter into a restaurant. It includes receiving customers, proper
hospitality, food service, remembering customer's order accurately and many more. Poor
customer services can drive their customers away. A restaurant operation process is a very long
that consists of many activities. Here, customer enter in it, order food, preparation of food, etc.
and then it is delivered to them. There are various challenges and issues associated with customer
service operation process such as:
Issues: one of the main issue associated with customer service is first impression. It is extremely
important for restaurants to serve their customers in an excellent manner as first impression is the
last impression. If first impression of the restaurant on the customers is not proper then it can
affect their overall image which might decrease their customer base. If their service is not fast,
prompt and positive then the overall reputation of the restaurant can get affected. Another issue
associated with this is, the proper customer service can only be provided to customers if the
overall environment is neat, safe, clean and attractive. If the environment is not proper then
effective customer service is of no use.
2

Challenges: one of the main challenge associated with customer service is their staff, training
and recruitment. In order to provide excellent customer service to their customers, restaurant
need to recruit highly skilled staff members, provide proper training to them so that they can
provide the best service to their customers. Another challenges associated with this is
performance consistency. It is important to manage and maintain consistency in overall customer
service as it will help the restaurant to maintain their customer service excellence.
Process map
Process map can be defined as a way through which activities related to the process can
be mapped which helps in defining overall business of an organization (Ghasemi and et.al.,
2017). This process map will also help in mapping the overall surrounding operations of the
business as well. It also helps in providing the wider view of the operational process of the
business. Here, process map of customer service of Kitchen table restaurant has been explained.
This process will start when the customer arrives within the restaurant and ends when customer
leaves the restaurant. In this process map complete customer service operational process has
been described.
Illustration 1: Process map of kitchen table restaurant
The above process map describes the overall customer service operational process of the
restaurant. It shows that when guest arrive they first check the menu. After that order is taken
3

and food is prepared or cooked on basis of it. In addition to it dishes are served according to
order. However, services are also delivered to customers when they ask for it.
Four V’s Profile
Four V profile helps in understanding the overall operation of a business. Each business
has similar four V terms but operates in different manner (Hitt, Xu and Carnes, 2016). Four V's
which will help in describing the overall operation management are: volume, variety, variation
and visibility. Volume: It focuses on volume of products and service which helps in producing more
business. Large volume of food is prepared for the customers so that it can be served in
timely manner to the customers. While preparing this large volume of food, continuous
monitoring is done which helps in maintaining the overall quality of the food.
Maintaining this volume helps the restaurant to gain various opportunities to serve the
customers in the best possible way at lower operational cost. Variety: Variety of food is served in different serving style. Volume and variety is a
hybrid process as kitchen table restaurant need to prepare variety of food in large volume
so that customer can easily choose their order from the variety of food. This will help the
restaurant to serve their customers in a better manner. This variety of food and serving
style also helps the restaurant to respond to the customer's demand in a better manner. Variation: Maintenance of low variation in demand. It helps in maintaining operational
cost, increase predictability, high utilization etc. Customers should be able to order
whatever they want from the current menu, no variations from the restaurant side should
be made however, customers should be able to make variations within their order. This
also helps the restaurant to make prediction from the previous order or sales done by
them.
 Visibility: Operational visibility should be high. Visibility within the food preparation and
service should be high but the visibility within inventory and supply chain should be low.
It helps in increasing the positive environment of the restaurant which helps them in
maintaining their customer's trust within their service.
Performance mapping
Performance mapping is a process which helps in mapping the current working of an
organization as per the required performance (Van de Bunt and et.al, 2015). This mapping helps
4

in mapping the actual performance, competitors performance and required performance on the
basis of five factors: cost effectiveness, dependability, flexibility, quality, Speed. Performance
mapping is done with the help of polar diagram. Polar diagram helps in indicating relative
importance of all objectives to operation process. Polar diagram of customer service operational
process of Kitchen table restaurant has been shown below.
OPERATIONS ANALYSIS
Methodology
There are different methods available that can be used to analyse operations. Also, with
help of those methods operational changes can be done. Beside this, they are applied in order to
overcome challenges which occur in operations. Here, TQM can be applied in operations which
will help in implementing strategies and taking corrective measures to overcome issues.
Alongside it, TQM is most common method which is applied. Here, in operations products are
manufactured only when it is demanded. It focuses on improving process quality including
products and services (Jaca and Psomas, 2015). In this way overall operations are modified. This
enables in enhancing operational efficiency.
In order to collect data related to operational analysis secondary data collection method is
used. Here, data and info is gathered from previous articles, journals, etc. The secondary method
is used because it is easy to collect data and analyse it. Alongside, a brief overview is obtained
about how implementing TQM in operations is helpful in maintaining quality and increasing
operational efficiency is improved. Moreover, it will provide an insight that what changes can be
5
Illustration 2: Polar diagram

done in operation, how it can be monitored, etc. The secondary data is useful as it will provide
manager to analyse TQM use in restaurants.
Analysis
TQM Method (Total quality management)
TQM is a method of planning and implementing organizational improvement process. It
mainly focuses on exceeding customer's expectations such as supply net expectations, building
commitment, identifying problem etc. In other words it is a long term process which helps in
achieving customer satisfaction (Chen and et.al., 2016). In order to make TQM an effective
process, all the members of an organization need to participate in improving services, products,
process and culture in which they work. A restaurant is a business that serves different kinds of
food and variety of dishes in unique way. Their main products are food items and service is
serving customers. Any restaurant's main aim is to provide the best food and service to the
customer.
TQM can help in bringing improvement in any kind of operational process but there is a
need to use an implement 8 main principles of Total quality management. Eight principles are:
Each and every organizations operational processes should be customer focuses as customers are
the one who ultimately determine level of quality. All the employees should be involved and
should be working together in order to achieve organizational goal. The main principle of TQM
says that organizations focus should be process thinking. All the systems used within an
organization should be integrated with each others i.e. output of one system should be used as an
input for other (Chang, 2016). In order to maintain and manage quality, organizations should
follow a systematic and strategic approach which will eventually help them to achieve defined
goals, mission and vision. Continuous improvement process is another main aspect of TQM
which helps the organizations to gain competitive advantage and run their business successfully
in this competitive world. All the decision making should be done on the basis of facts and
figures, none of the decisions should be taken on the basis of hypothetical data. Last principle is
to maintain proper communication within the organization so that information can be circulated
within the organization easily.
Apply Total Quality management to understand challenges associated with operational
process
6

TQM method can be used to understand the solution to all the challenges or problems
associated with customer service operational process. It can also be used to understand the
overall impact on the operation (Haffar and et.al., 2017). All the challenges such as staff, training
and recruitment, performance consistency, maintenance of high skills among employees, all of
these challenges can be solved with the help of total quality management. These challenges can
be understood and solved using few steps such as: By defining clear mission, vision and values;
this will help the employees to understand the organizational strategy and work accordingly. By
identifying critical success factors of the business. For this restaurant business there are four
main success factors: customer satisfaction, food quality, employees and customer satisfaction.
Continuously track critical success factor data as it will help the restaurant to track and monitor
success factors, progress and improvement needed. Identification of key stakeholders who are
important to be taken care of for the business. For kitchen table key stakeholders are: customers,
employees, vendors and suppliers. Collect and work on customer feedback, this will help the
business to know their customers requirements, expectations etc. Next is to work on customer
satisfaction, this will help them to know what is important to the customer. If there is any kind of
requirement of skilled employees then identify those requirements and recruit those employees.
Monitor employees performance and provide them feedback for their work (Kurt and Zehir,
2016). Based on the feedback provide them training in order to bring improvement within them
and improve their skills. Use user friendly technology that can be used by the employees in an
easy manner.
Application of the method
Each method comprises of some applications that can be implemented in it. The
application bring some changes in operation process. Also, application applied is to be suitable
as many times model or concept changes. Application of total quality management will Kitchen
table restaurant to manage and maintain all of their operational processes in a better way and
give best results. The tools and techniques used can also help in bringing improvement within
their operational processes. There are various tools such as SPC (Statistical process control) that
can be used to bring improvement within the process. Statistical process control is a quality
control method which is mainly used to control and monitor an organizational process (Tennant,
2017). This tool helps in ensuring that the overall operational process operates efficiently in such
a manner that less waste is produced. It includes control charts, run charts, histograms,
7

experiment design and continuous improvement. It is done in two phases: first phase is to
establish the process and second phase is regular use of the process. Each and every SPC tool has
its limits and capabilities defined. These capabilities and limits are only defined or determined
with the help of client's or customers needed. All the data which is included and indicated in
control limits indicate that everything is operating as they are expected to work. All kinds of
variations within the control limits are mainly due to expected part of the process. In other words
Statistical process control can be used for following purposes such as: improving productivity,
reduce cost, reduce waste and variability, uncovering hidden processes and personalities, easily
adopt any kind of process change and make real time decisions for the organization. This
application of total quality management can help Kitchen table restaurant to improve their
customer service operation process which will eventually help them to improve their customer
satisfaction level and increase their customer base. It is quite important to adopt application of
total quality management as it helps in using the overall quality of customer service and quality
of their food products and items (Kar, 2017). Applications of TQM helps in bringing
improvement within skill of employees, bring development within employees, identify areas
where improvement is needed, encourage employees to attend training such that their
knowledge, skills are improved which will help the restaurant to improve their customer service.
EVALUATION OF OPERATION
From the above analysis it has been identified that customer service is one of the main
and important aspect of a restaurant business. There are various factors that impact customer
service which eventually impacts overall business of the restaurant. Factors such as: high skilled
employees, food preparation and services, discount coupons, fast food service etc. From the
above analysis it can be said that there are few areas that are needed to be improved or is sub
optimal. Improvement within these areas can help the restaurant to improve their customer
service which will further help them to improve their customer satisfaction level. Factors that
need improvement are: employees need to work on their skills and develop new skills so that
they can serve their customers in a better manner, time required for food preparation can be
reduced as many times' customer gets tired to waiting for their food. Variability within their food
service can be reduced i.e. a specific type of food should be prepared and served in an specific
style and it should not change. Other than this all the items present in the menu should be present
and variation should not be made, any kind of changes should be adopted easily. Development
8

can be brought within employees by providing them with proper training so that they can
enhance their skills and develop new required skills, so that they can serve their customers in a
better manner. Improving productivity and reducing waste can help in reducing the overall food
preparation time as well, as increased productivity will eventually help in reducing waste and
prepare large volume of food. This will help them to reduce the overall food preparation time.
From the above analysis it has been analysed that using tools such as SPC (Statistical process
control) can also help in bringing improvement within such suboptimal areas and enhance their
overall quality. This tool help in identifying their customer's needs and requirements that are
needed to be improved. In other words it simply helps in identifying suboptimal areas of
operational process that are needed to be improved and maintain the overall quality of the
organizational process.
RECOMMENDATION
In order to enhance operational efficiency it is necessary for Kitchen Table to make changes.
This is because it will help in attaining goals and objectives and generating more revenue. There
are several recommendations that can be followed by Kitchen table in order to improve their
operational process. They are mentioned below :-
 Kitchen table can develop or design an Application which will help them to take order
online and then prepare dished accordingly. By this it will be easy for restaurant to serve
more customers at one time and deliver services in effective way.
 The restaurant can change their communication process between waiters and chef. It will
enable in improving overall process of taking order and serving dishes. With this there
will be reduction in time of processing order and serving it to customers. Hence, entire
procedure starting from arrival of guest till payment of bill will be improved.
 Kitchen table management can apply different operational models such as JIT. Through
this, restaurant can prepare food only when customers arrive. Thus, with this expenses
will be decreased.
 The manager can allocate resources on basis of operation defined. It can result in efficient
utilisation of resources and completing activities or task in specified time. From this staff
productivity will be improved as well.
9

CONCLUSION
From the above assignment it has been summarized that, there are various operations that
are required to be performed in every business. Each and every operational process is dependent
upon the types of services and products that are offered by the organization. Kitchen table also
has various operational processes out of which customer service is their one of the main process.
However, it has been analysed that there are various kinds of challenges and issues that are
associated with customer service operational process that are needed to be addressed for
excellent customer service. It has also been analysed that all of these challenges can be
understood and addressed with the help of TQM (Total quality management) method. There are
various applications of TQM that can be used bring improvement within this customer service
process. This TQM process can also help in maintaining the overall quality of the operational
process as well.
10

REFERENCES
Books and Journals
Bernstein, S. and Sheen, A., 2016. The operational consequences of private equity buyouts:
Evidence from the restaurant industry. The Review of Financial studies. 29(9). pp.2387-
2418.
Chang, J.F., 2016. Business process management systems: strategy and implementation.
Auerbach Publications.
Chen, C.K., and et.al., 2016. A stepwise ISO-based TQM implementation approach using ISO
9001: 2015. Management and Production Engineering Review. 7(4). pp.65-75.
Ghasemi, E., and et.al., 2017. Flow softening and dynamic recrystallization behavior of BT9
titanium alloy: A study using process map development. Journal of Alloys and
Compounds. 695. pp.1706-1718.
Haffar, M., and et.al., 2017. Organisational culture and TQM implementation: investigating the
mediating influences of multidimensional employee readiness for change. Total Quality
Management & Business Excellence, pp.1-22.
Hitt, M.A., Xu, K. and Carnes, C.M., 2016. Resource based theory in operations management
research. Journal of Operations Management. 41. pp.77-94.
Jaca, C. and Psomas, E., 2015. Total quality management practices and performance outcomes
in Spanish service companies. Total Quality Management & Business Excellence. 26(9-
10). pp.958-970.
Kar, S., 2017. Total Quality Management and its Applications for Business Growth. Globsyn
Management Journal. 11(1/2). pp.55-58.
Kurt, A. and Zehir, C., 2016. The relationship between cost leadership strategy, total quality
management applications and financial performance.
Psomas, E.L. and Jaca, C., 2016. The impact of total quality management on service company
performance: evidence from Spain. International Journal of Quality & Reliability
Management. 33(3). pp.380-398.
Suarez, E. and et.al., 2016. The role of strategic planning in excellence management
systems. European Journal of Operational Research. 248(2). pp.532-542.
Tennant, G., 2017. Six Sigma: SPC and TQM in manufacturing and services. Routledge.
Van de Bunt, M., and et.al, 2015. Evaluating the performance of fine-mapping strategies at
common variant GWAS loci. PLoS genetics. 11(9). p.e1005535.
11