Factors Affecting Customer Satisfaction in Telecommunication

The provided document is an assignment that delves into the topic of factors affecting customer satisfaction in telecommunication. It references various studies and research papers to understand how total quality management can improve service quality and make a company stand out as a top telecommunication provider like BT. The assignment highlights the importance of mitigating complaints, working data process, and quality in work to achieve incremental changes. It also references literature on total quality management, innovation, and product lifecycle management to provide a comprehensive understanding of the subject.

Running head: TOTAL QUALITY MANAGEMENT OF BT
TOTAL QUALITY MANAGEMENT OF BT
Name of the Student
Name of the University
Author Note

1TOTAL QUALITY MANAGEMENT OF BT
Executive Summary
The report has shed light on the British Telecom’s total quality management process and also
analyzed the registration process and evaluation of the company. The major aspect of this
process is the coding ISO’s that linked to the Information technology system, Business
community, Auditing system and Environmental analysis system. The report was based on the
different difficult situations faced by BT regarding quality and service and also it also underlined
the probable mitigation process for that. New innovation and their implementation process are
the highlighting factors of BT and in that case, they are commanding their position in the UK.
Quality assurance and assistance deliver from their end and through this process the company
becomes one of the successful privatized companies in all over the world.

2TOTAL QUALITY MANAGEMENT OF BT
Table of Contents
Introduction of the Company...........................................................................................................3
Evaluate the Quality Management System......................................................................................3
Registration process and management.........................................................................................4
BT management and involvement process..................................................................................4
Quality Analysis and Evaluation.....................................................................................................5
Implementation method...................................................................................................................6
EMS: ISO14001...........................................................................................................................6
Information Technology Service Management: ISO20000.........................................................7
ISO9001: 2000.............................................................................................................................7
ISO27001: ISMS.........................................................................................................................8
Probable Difficulties........................................................................................................................9
Mitigation of those difficulties........................................................................................................9
Recommendation...........................................................................................................................11
References......................................................................................................................................12

3TOTAL QUALITY MANAGEMENT OF BT
Introduction of the Company
British Telecom (BT) was created in 1981 and it was an arm of British Post Office and
after three years, when privatization started, the company got a separate identity. BT has been the
most open telecommunication market since their starting situation. OFTEL is a government-
appointed authoritarian body and BT’s operation is formulated by that platform. The operation
process has made a major change in BT’s operational market and also changed the regulated
environment so that the company can keep their price at the same increased level at the time of
inflation also. After the radical change in promotional in an earlier decade, the market change
scenario started in 2000. In this year, BT decided to refocus on UK and Europe and the demerger
of mobile (MO2) and focused on directory publishing business (Home.bt.com 2018). The BT
group consists of the BT telecommunication, BT Retail, BT wholesale and also delivers
communication solution to the 21 million UK residents and business customers on a daily basis.
The company has fixed some objectives so that they can achieve superiority in the market. The
company has prioritized their customers and committed to becoming a professional group as
well. The employees respect each other and the managers also support high-esteem in their
employees. The company works as a team and they are on the path of continuous improvement.
These are the goals and values that company has selected for their improvement process. Total
quality management is an important part of their progression and the registration process since
1994 when BT was registered to ISO 9001.
Evaluate the Quality Management System

4TOTAL QUALITY MANAGEMENT OF BT
Registration process and management
BT has met the International quality standard as the company’s high quality ensures some
government accreditations that can bring enhancement to the company to a larger extent. In case
of ISO 9001, BT quality management systems are subjected to both internal and external
registration assessment (Home.bt.com 2018). The process has been done by the Lloyds Register
Quality Assurance (LRQA). The next evaluation has come in case of communication solution
process and service of the company worldwide. The approval of certificate No.LQR 094000 was
delivered to the company because of meeting the criteria perfectly (Sallis 2014). For the
environmental work process setting of the target to monitor the environmental performances
started through the ISO 14001. This certification also provides an authentication of business
operations in UK, Ireland, and Belgium. In case of quality management set up, especially for the
IT management services, the changed scenario has delivered their best through the ISO
20000(Home.bt.com 2018). The wide range of communications along with legitimate quality is
offered by British Telecom. The process generally comes up as a part of the total quality
management for BT. The approval certificate number is LRQ 0950000.
BT management and involvement process
Improving the performance through the process is the central aspect of motivation for the
BT services, and through their managerial direction, the company has introduced some new
system to in their operational process. DMAIC (Define Measure Analyze Improve Control) was
a new enterprise process that took control in 2004 (Zeng, Phan and Matsui 2015). This process
was implemented due to define the customer experience and commit the continual acceleration
and improvement of customer service process (Oakland 2012). Working on data and systematic
approaches in case of performance is an improvement of quality and ensures the quality

5TOTAL QUALITY MANAGEMENT OF BT
management scenario from BT’s perspective. The BT quality and Business excellence team
manages some of the management systems through the auditing session of approval (Stark
2015). The business ensures to reduce the carbon footprint in case of the effective product line.
The undergoing management processes are:
• ISO9001 2000 for the Quality Management
• ISO27001 for Information security management system
• TL900 for Quality management system
• BS25999 for Business community
• SAS70 for the Type 2 Auditing system
• ISO14001 for the Environmental Management System
Quality Analysis and Evaluation
Revitalizing quality is considered as the real quality that BT possesses, through these
process leaders and CEO’s are driving the company approach towards the success. Innovation is
the first aspect of this quality and through the innovative process of managing quality is
considered as the supreme steps of their development (Hazen et al. 2014). The qualitative
approach towards the major change is another section that provided a huge customer base for the
company. BT local process has taken this initiative rather than telecommunication, but open
communication range and the approach to the customers are quite same in case of
telecommunication process as well (Santos et al. 2013). Deploy strategy and get the basics right

6TOTAL QUALITY MANAGEMENT OF BT
is the motivating factor for the company and the improvement in market segregation policy is
also helped the process too.
The evaluations of all the systems are directed to the process management framework that BT
possesses in their activities. The evaluation process has been done through a chain process of day
to day improvements (Sıtkıİlkay and Aslan 2012). At first in any sector of BT, sorting the big
problem, identify the real root of the problem, brainstorming the ideas for the development and
generate possible plans to do the practice efficiently and then understand the process and take
some systematic step to mitigate the problem.
Implementation method
All the ISO certified auditing has been taken place in BT management and involvement
process are the continual process of delivering the right outcome for the company. The effective
transformation of business focus area is the concern arena of the outcome, and that will improve
the learning process as well (Subramanian and Ramanathan 2012). The tools and techniques are
identified for the development of the process. Implementation and the major improvement in
quality are defined by the in-process results (Bradshaw et al. 2013). The performing benchmark
can be identified by the quality management of environmental process or the IT service cases or
in case of quality management as well. The social accountability is also responsible for that case,
and each of these cases auditing has been done by the authentic international authorization.
EMS: ISO14001
The Environmental Management System (EMS) was certified in 1999 with the registered
number of ISO14001and it covers all UK based operation process as well. In the phase of non-
UK operations, the system is implemented now in Germany, USA, Belgium, and Spain as well.

7TOTAL QUALITY MANAGEMENT OF BT
This is the environmental management process that encourages 95% direct employee base and
operates the defined roadmap to success (Home.bt.com 2018).
Information Technology Service Management: ISO20000
The service process provides some extra benefits in case of development in IT sectional
program. ISO certification is the key process to justify the sequent and provide enough
opportunity to deliver the best service management to the organization. The policies are:
 The process of ICT is aligned with the requirement in business and that will not bestow
over the technical aspect at all.
 Tools are in the situation of developing process and that will provide a mark over the
standard set of processing that allows best IT process for the company.
 ITIL service management is best practiced in case of processing over the relevant ITIL
framework to pursue the process (Home.bt.com 2018).
 As the confirmation of ISO20000 has accessible for BT, thus all the implementing rules
are needed to be admitted to the company (Home.bt.com 2018).
ISO9001: 2000
This process is the complete development of quality management, and systematic PLAN-
DO-CHECK-ACT is the right approach to do the procedure. In case of effective deployment in
the quality policy, most of the identified building blocks are the processing for the development
of the organization. Planning for the change management is important in that case to ensure a
proper system that proceeds into the development scenario (Home.bt.com 2018). Effectively
doing the appropriate work in case of incident management is effective. The process takes charge
of the incident and innovatively generates the system so that program will be delivered in an

8TOTAL QUALITY MANAGEMENT OF BT
effective way (Jurow and Barnard 2013). In case of problem management, the scenario of
checking the possibilities of that system is important, and through the system, the company can
properly align their protocol so that approach and agreement will be associated in a correct form
to mitigate the problem. There are mainly four key steps in the quality management system.
 Internal audit approach
 Agreement focus on doing
 Manages the activities
 Success celebration
The first corporate LIP recognition was gained by BT on 13th October 1998 and after the
successful re-accreditation in December 1999 it was implemented in a proper way(Home.bt.com
2018). The auditing process is the essential process to check the qualities are in agood manner or
not. There are some sets of rules allocated for each of the companies and the processes are
different for each country (Talib, Rahman and Qureshi 2013). The company has to comply with
these rules set by ISO and BT has upgraded their standard to achieve the process as well.
ISO27001: ISMS
Information security is the most governmental credited factor that remained as the
catalyst in industrial development. The options for the management are quite larger if they
provide security policies to the employees (Bon and Mustafa 2013). This is the reason most of
the employees feel safe in the workplace and do their best to develop the market position of the
company. The approved policies, that implemented in that situation is ISO27001: 2005 and
revised formation of a code of practice were implemented in ISO27001: 2007(Home.bt.com
2018). The security system is a mapping formation that protects the entire security of BT and

9TOTAL QUALITY MANAGEMENT OF BT
provides enough coordination in business continuity and resilience process. ISO has set some
rules in operational security management and through the activities and associated service
management, the enhancing scenario has come up in a right manner.
Probable Difficulties
BT is one of the renowned telecommunication companies in the UK and in past few years
their market position of the company is quite stable. Through the CSR responsibilities, the
company can look after the environment as well as people of their surroundings. This is entirely
a promotional activity of the company to relate more people or to engage people for the better
customer orientation (Laghari and Connelly 2012). The probable difficulties that come in this
situation will be the safety and security of environment, risk management cases of the supplier,
Human resource management, achievable change management, market expansion procedure and
the climate change due to the expansion of the business. The environment safety is one of the
major functions that aligned with the development and promotion of the market of BT
(Home.bt.com 2018). In most of the cases, issues of environment are neglected by the
companies, but in case of BT, CSR department takes the liability to mitigate environment
problem occurs due to the telecommunication progress. Governance body has imposed some
regulations on the organization, and these are considered as the extra problems for the
organization.
Mitigation of those difficulties
Mitigations of problems are important to stable the organization. Organization approach
is the first and foremost thing that needed to be changed. In most cases, organizations are lacking

10TOTAL QUALITY MANAGEMENT OF BT
from their objectives, and then it will be important for the company meets their goal. Risk
approaches are eventually nullified by the management if they take some additional shield
protection to mitigate those facts. Environmental safety and security are important, and that
somehow affect the organizational performances as well. Developing a CSR team is important so
that in case of balancing the external situation they can take control of the situation.
Supply process problems occur in most of the cases, and transport cost problems are the
main problem faced by the company. In case of the mitigating, the situation the reliable supply
process and the long distance gap generation is one of the most promising ways to control over
those facts. Some of the activities are not defined properly, in that case, problem chances are
high enough, and gap analysis is important in that case (Schilling and Neubauer 2017). In case of
IT structure, set a provisional goal to reach the moment is essential. In case of the complex
situation when other companies are doing very well in market and BT is not doing well in that
situation, the Strategic implementation needs to be imposed over the situation. Innovation and
strategic implication need to be addressed in that situation so that possible problems will mitigate
and company can access a good market position. In case of organization support, internal
performances are important to maintain the possible chances to sustain their market. A major
modification like change management needs to be established in a reformed phase so that people
can trust their organization (Yu, To and Lee 2012). Innovation strategies invented by BT are
processed innovation, all the level of strategic management issues consist of that. The process
provides a general boost to the company so that company can gain new opportunities in business.
Stimulation is one of the most effective parts that company has uplifted during the time. High-
value services and venturing approaches are the possible chances that organization can change so
that bets value can provide to the organization.

11TOTAL QUALITY MANAGEMENT OF BT
Recommendation
BT’s technical design team needs to be strong and innovative so that service management
will improve and in case of climate change option the company can reuse the climate changes
issues. Services are the key aspect of the company and management had to take the responsibility
to make proper use of that. ISO has certified some legislation and business authorities to the
company, but if all the targets are not fulfilled correctly, then it will be a challenge for the
company to make a stand over the situation. In case of the productive period of human resource
management, a good number of employees are also needed to maintain the situation. Services
improvement and increasing number of customer culmination is the right way to process the
business. Understanding the customers and beating their competitors by a huge margin is the
most important factor in this recommendation part. The process improvement is necessary for
this situation, as BT has committed lean sigma process and through this process, they provide
quality services to their customers.
Service provision, repairing process and complaint process are the key driver of
satisfaction, and BT has to value their customers’ word and then it can be a good process of
customers’ satisfaction as well. Some of the positive intent can come through the process where
the ISO certification is not necessary for companies’ establishment; rather customers’
engagement is more useful than that. Define the performance ratio and determine the factors
used by the customers are the useful factor to achieve in incremental changes. Working data
process and quality in work will come differently, one of the factors among them is the
mitigation of complaint, and this will be a useful approach to make focus over the market and
stand as the top company of telecommunication that BT stands for years.

12TOTAL QUALITY MANAGEMENT OF BT
References
Bon, A.T. and Mustafa, E.M., 2013. Impact of total quality management on innovation in service
organizations: Literature review and new conceptual framework. Procedia Engineering, 53,
pp.516-529.
Bradshaw, E.M., Chibnik, L.B., Keenan, B.T., Ottoboni, L., Raj, T., Tang, A., Rosenkrantz, L.L.,
Imboywa, S., Lee, M., Von Korff, A. and Morris, M.C., 2013. CD33 Alzheimer's disease locus:
altered monocyte function and amyloid biology. Nature neuroscience, 16(7), p.848.
Hazen, B.T., Boone, C.A., Ezell, J.D. and Jones-Farmer, L.A., 2014. Data quality for data
science, predictive analytics, and big data in supply chain management: An introduction to the
problem and suggestions for research and applications. International Journal of Production
Economics, 154, pp.72-80.
Home.bt.com 2018 Welcome to BT retrieved from: http://home.bt.com/ [Accessed on 7th March,
2018]
Jurow, S. and Barnard, S., 2013. Integrating total quality management in a library setting.
Routledge.
Laghari, K.U.R. and Connelly, K., 2012. Toward total quality of experience: A QoE model in a
communication ecosystem. IEEE Communications Magazine, 50(4).
Oakland, J.S., 2012. Oakland on quality management. Routledge.
Sallis, E., 2014. Total quality management in education. Routledge.

13TOTAL QUALITY MANAGEMENT OF BT
Santos, G., Barros, S., Mendes, F. and Lopes, N., 2013. The main benefits associated with health
and safety management systems certification in Portuguese small and medium enterprises post
quality management system certification. Safety science, 51(1), pp.29-36.
Schilling, E.G. and Neubauer, D.V., 2017. Acceptance sampling in quality control. Crc Press.
Sıtkıİlkay, M. and Aslan, E., 2012. The effect of the ISO 9001 quality management system on
the performance of SMEs. International Journal of Quality & Reliability Management, 29(7),
pp.753-778.
Stark, J., 2015. Product lifecycle management. In Product Lifecycle Management (Volume
1) (pp. 1-29). Springer, Cham.
Subramanian, N. and Ramanathan, R., 2012. A review of applications of Analytic Hierarchy
Process in operations management. International Journal of Production Economics, 138(2),
pp.215-241.
Talib, F., Rahman, Z. and Qureshi, M.N., 2013. An empirical investigation of relationship
between total quality management practices and quality performance in Indian service
companies. International journal of quality & reliability management, 30(3), pp.280-318.
Yu, B.T., To, W.M. and Lee, P.K., 2012. Quality management framework for public
management decision making. Management Decision, 50(3), pp.420-438.
Zeng, J., Phan, C.A. and Matsui, Y., 2015. The impact of hard and soft quality management on
quality and innovation performance: An empirical study. International journal of production
economics, 162, pp.216-226.