Effective Organizations & Consultancy Process: Vodafone and TQM

This report examines the application of Total Quality Management (TQM) within Vodafone, focusing on how it enhances organizational effectiveness. The report explores the principles of TQM, including continuous improvement, customer satisfaction, factual study, and stakeholder respect. It highlights the benefits of TQM for Vodafone, such as improved service quality, cost management, customer loyalty, and global expansion. The analysis includes various TQM methods like DMAIC, Six Sigma, and cause-effect analysis, and their impact on Vodafone's performance. Furthermore, the report discusses the importance of ethics, integrity, and trust in the implementation of TQM, emphasizing their role in creating a positive work environment and improving customer satisfaction. Overall, the report underscores how TQM helps Vodafone achieve a competitive advantage and adapt to market changes, contributing to its long-term success.

Effective Organisations And The
Consultancy Process

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Effective organisations and the consultancy process aim at improving management and
administrations to achieve determined objectives. Moreover, consulting is this process of
resolving problems within an organisation with the help of techniques like communication,
planning, decision making and systematic organising. This report will derive improved
effectiveness of Vodafone organisation with the help of total quality management. TQM is a
systematic approach which is used to benefit organisation. In addition to this, analysis of Porter 5
forces on O2, Vodaf, Lebara, EE, Three, Gifgaf and Tesco will be done to derive the
effectiveness entities in market. This report will identify benefits and importance of total quality
management which is used to improve effectiveness of Vodafone.
MAIN BODY
Total Quality Management is an approach which derives long-term success of
management which is managed by satisfaction of customers. In this process of management, all
the people working in firm are involved in improving quality of products, services and culture of
an organisation. Effectiveness of total quality management is related with four principles, that is
continuous improvement, consumer's satisfaction, factual study and respect for the stakeholders.
In this modern world, competition is increasing and also customers demand is increasing for well
qualified products and services (Sallis, 2014). In reference to demand, TQM focuses on
satisfying customers by improving efficiency of Vodafone. This management process is an
approach in business which helps in improving efficiency of organisation. It helps in improving
of performance level, leadership, business goals, control process, designing and execution of an
organisation. In addition, it is used as a tool for managing quality of telecommunication services
which are provided to customers by Vodafone.
Moreover, TQM helps in evaluation of services and results to manage incline in
performance level. It is important for the firm to implement the use of total quality management
model in an organisation (Ross, 2017). Vodafone is one of the best growing mobile network
which is headquartered in UK. The firm is focused on improving services by considering
changing needs and requirements of customers across the globe. Various services that Vodafone
are fixed line voice, fixed line voice calls, DSL router, etc. However, all these services are
improved according to the needs of service users with the help of total quality management
1

process (Goetsch and Davis, 2014). Improvement in this services also helped organisation in
launching extra activities like network technologies and healthcare communications. Vodafone
company is known widely in market because of its qualified services.
Benefits of TQM in Vodafone:
Total quality management is a useful quality management model that helps Vodafone in
improving its services according to dynamic market trends. This potential benefits of TQM are
numerous that helps in controlling production and services of organisation (Oakland, 2014).
Further, it helps in managing cost effectiveness and change management in mobile network
services of Vodafone. Total quality management assist in controlling manufacturing cost of
products and services which results higher efficiency level in market. In addition to this, it helps
in quality improvement and also assist in increasing production ratio. This makes services of
business more effective and thus, helps the firm in attracting more customers towards the
organisation.
Further, with the help of TQM, Vodafone is achieving progress globally (Khanam,
Siddiqui and Talib, 2016). Moreover, customers are using internet facilities like playing games,
learning different courses and they sell different goods through online websites. Vodafone
provides high speed internet facilities to customer’s which helps them in using internet system.
Wisely. In addition, TQM approach helps Vodafone in achieving high customer's loyalty and
trust over brand. There is a comprehensive use of total quality management that attracts more
customer's in market by providing quality products and services to them.
However, modern era has increased the use of mobile and internet services across the
globe. In accordance with this, people are getting addicted to cell phones, laptops and to
telecommunication services. Hence, this organisation impacts on most of the people to use
Vodafone services. Compared to other companies, Vodafone offers wide range of services and
has outlets cross 70 countries. Apart from this, total quality management helps in managing
complaints of customers within time constraints which assist the firm in deriving need of change
in existing network services and plans (Kiran, 2016). This also involves improvement of
company's cost efficiency. In implementing TQM, Vodafone has faced many difficulties in
their company. Managing all the services in consistent manner is not easy and for this purpose
TQM is supportive and effective to provide services in efficient way.
2

Methods of TQM
There are different methods of TQM like DMAIC, flow chart, six sigma and cause-effect
analysis. Moreover, company implements method which is appropriate for managing effective
functioning according to dynamic business environment. Cause and effect method is used for
analysing dispersion process which provides structured view of company. Apparently, flow
charts approach helps in identifying problems of management and administration. This also
provides solution to the issues related internal functioning of an organisation (Mohammad and
Mosadeghrad, 2014). If consumers are not satisfied and is complaining about the product and
services, then flow charts help in resolving issues.
In addition to this, DMAIC method is analysed to clarify and direct the process within
the Vodafone. Six sigma is similar as DMAIC which helps in forming strategies for managing
improvement in company. This method helps in satisfying needs of customers and also assist in
resolving customer complaints within time constraints. This results in higher profitability and
increased efficiency of Vodafone. The position of firm in market is evaluated with the help of
balanced scorecard method. Different methods help in improving company's performance in
market. TQM is also useful in setting improvement in operational activities based on strategic
goals. This process offers many benefit to Vodafone Group which has also increased its market
share and consumer base. These methods are implemented for attaining greater return on
investments and to serve customer satisfaction. TQM methods also helps in bringing quality of
Vodafone product and services to the next level (Mosadeghrad, 2015). These all methods are
useful in improving the competitiveness, flexibility and effectiveness of an organization.
Impact of TQM on Vodafone:
TQM is an approach with the help of which entity is able to improve quality of its
services and products. This process assist in maintaining quality of product through which entity
can attract customers. It helps in reaching to new heights of success. It is facilitating entity to run
business smoothly. Core purpose of this process is to reduce waste of resources which are scarce
in quantity. Impact of total quality management is that it helps in improving its services. This
will not only improve its services but will also reduce wastage which is helpful for entity.
Productivity of Vodafone will increase more customers and will improve its quality of services
(Dale and Plunkett, 2017). This helps the firm in attaining competitive advantage against its
3

biggest rivalries such as I-phone, O2, Lebra, Tesco, etc. This will help the firm in reaching to
new heights of success.
By implementation of TQM, entity will be able to maximize its quality of services which
is offered by them and will generate profit out of it. TQM will help to increase customer
base by satisfying their needs which is beneficial for firm. In addition to this, it leads to
improve customer's loyalty and satisfaction which helps to increase its brand image (Zeng,
Phan and Matsui, 2015). In this entity employees should be aware of all policies of TQM.
They must know about vision of company and its services. If there is any feedback from
employees then Vodafone must pay attention to their issues. This will improve company’s
culture and helps them in reaching to new heights of success. Vodafone has made regular
improvement in policies, procedures, controls of management.
Importance of TQM:
Continuous improvement in process- This is not a tool which is used to improve the quality of
product and services. For this to keep updated with any of market and its operations is helpful for
reaching to new heights of success. Vodafone must involve in regular improvement of products
and services which will attract customers and helps in generating revenue of company.
Effective control- In this entity it must have control on measurement of their performance.
With help of TQM, it improves customer base and return which is very beneficial for entity.
If Vodafone maintains all function like equipment which is required in company and will be
helpful in achieving goal (Suwandej, 2015). This will help in improving financial resources of
entity. Certain steps are performed which help in full control over company. In this customer
requirement is considered which is helpful for meeting their demands. By meeting needs of
customer it helps in generating profits and attention of customers. This will improve its customer
base and will improve the goodwill of Vodafone.
Implementation of TQM in Vodafone:
Implementation process involves employees that helps to increase the production quality.
Implementation is not an easy process but when all employees are brought together then quality
of production is improved efficiently. Team works plays a vital role in increasing production of
company. This helps in attracting more and more customer's in the market. This is framed with
the experts knowledge by which quality is improved and moreover it also contributes in
developing principles and techniques of Vodafone organisation (Sabet, Adams and Yazdani,
4

2016). This is also implemented in bringing awareness of quality in operational activities which
are performed in Vodafone company.
It is a framework which is implemented in Vodafone by experts for the development of
the quality principles. TQM is performed in this organisation as it helps in creating the
environment of trust in employee's. They are encouraged to work as a team in Vodafone. This
increases production and also helps to focus on continuous improvement of products and
services. Vodafone is a service provider that helps in making communication easy among
people. After implementation of total quality management in this organisation, it has made
Vodafone more effective in the world of telecommunication. Moreover, it has also attracted
customer's globally. TQM is a descriptive approach that specifies culture and attitude of
company.
Moreover, culture requires quality in all the factors of company's activities which helps in
satisfying customer's need (Suárez-Barraza and Ablanedo-Rosas, 2014). To implement total
quality management successfully, Vodafone company focuses on following elements:
Ethics: This element is concerned with the discipline of company in good and bad
situations. Good and relevant ethics should be followed by people in organisation. Business
ethics helps in establishing guidelines for employee's which supports them in performing well.
Individual ethics in business involves their personal beliefs to differentiate between rights or
wrong. Ethics involve values and morale of an individual in the firm. This is related to
employee's universal values, their equality concepts, health and safety measures that helps in
motivating them to work consistently more in comp(Kafetzopoulos, Gotzamani and Gkana,
2015). Ethics also refers to morality of an individual in Vodafone.
Integrity: This term means honesty and fairness of employee's in the workplace. TQM
is implemented for quality improvement which relates to integrity and fact in work. Total quality
management is not implemented in any duplicate products but is performed in real goods. The
quality of goods and services must be improved and should not be fraud (Sallis, 2014). In
addition to this, people believe that integrity is reversed to duplication in products and services.
Trust: The combination of integrity and ethics is trust in employee's. Implementation
of TQM in Vodafone helps in building trust in workers in an organisation. Trust helps in
fostering employees to participate in all the operational activities. This is helpful decision-
making process at all levels in company. In addition to this, it helps in continuous improvement
5

of quality process (Ross, 2017). Formation of trust is essential for satisfying customers
efficiently. Moreover, trust helps in building cooperative environment which is necessary for
total quality management.
Training: Training helps to make employee's highly productive in company. In addition
to this, representatives of firm should implement TQM in each departments that helps in
teaching their employee's different philosophies of total quality management. Further this will
improve skills and ability of workers in company. Moreover, TQM helps in solving problems,
improving performance and technical skills (Goetsch and Davis, 2014). Training helps
employees to take appropriate decisions in company. During the time of implementing total
quality management workers are trained in order to work more effectively in the company.
Team work: One of the key element of total quality management is team work in
company. Workload is reduced in team so employees can work more effectively. Working in
group helps in continuous improvement of services which are provided to customers in market.
In addition to this, there are three types of team that total quality management has adopted. This
three teams are Quality improvement, problem solving and natural work teams. Moreover,
quality improvement team is useful to improve Vodafone network and its services. Second team
work for solving problems in company. Customer's complaint is reported by customer care of
Vodafone and is resolved soon with the help of TQM (Oakland, 2014). Lastly, natural work
team is consisted with small groups of efficient workers who are responsible to complete their
tasks on time in company. This team works for only one or two hours in a week.
Leadership: Leadership is necessary element of TQM which appears in every
department of an organisation. To make total quality management successful in company
supervisor t provides proper leadership to every employee's. People in top management in
company must understand TQM and should perform accordingly. (Khanam, Siddiqui and
Talib, 2016). In total quality management, manager should guide employee's by making various
strategies and should direct them accordingly. Supervisor make goals, objectives and
philosophies such that they can focus directly employee's.
Communication: Total quality management is performed successfully if communication
among the organisation is effective. Representatives keep themselves open so that employees
can communicate with them easily about TQM process (Kiran, 2016). Communication refers to
proper understanding of receiver and sender. This helps in implementing TQM successfully.
6

Recognition: This is the last element in total quality management (Mohammad and
Mosadeghrad, 2014). This refers in giving suggestions for achievement in team work and also to
an individual. Recognition can be in different ways, places and time.
Principles of TQM:
TQM has a various principle which are applied in Vodafone to increase efficiency of
company.
1. Focus on customer: Total Quality Management is used to know the importance that level
of quality is determined by customer's only. TQM helps in understanding requirements of
customer's in market. In addition to this, it helps in focusing on their demands by
continuous improvement in products and services.
2. Process centred: This is a fundamental part of total quality management and moreover it
helps in handling the process of improvement. Vodafone offers process centred approach
in telecommunication market (Mosadeghrad, 2015). This centre involves mission,
strategy and vision of company. This process of total quality management helps in
guiding the principles and objectives of Vodafone.
3. Employee involvement: Involving employee's in development of products and services
determines its quality level. In TQM it involves about Vodafone employee's that provide
services to customer's whichmakes them satisfy. Total quality management is a process
which brings all the employee's together to work effectively. This involvement also
reduces workload of employee's as they work in team.
4. Integrated system: The main principle of Total Quality Management is to be process
centred which helps in handling process. In addition to this, it have an integrated system
in Vodafone which specifies company as ISO (Dale and Plunkett, 2017). In addition to
this it helps in labelling company as a qualified system. This improves quality of
Vodafone services in market that can attracts more customer's.
5. Systematic approach: This approach helps in making different strategies in organization.
In addition to this, it also makes Vodafone an integrated system. Moreover, it integrates
in developing quality of services in market. It helps to develop high speed internet in
market.
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6. Continuous improvement: Right methods and tools are used for continuous improvement
process of goods and quality (O’Neill, Sohal and Teng, 2016). This principle of TQM
helps in implementation of Vodafone to achieve higher level of quality.
Assumptions that contribute to TQM in Vodafone:
There are various assumptions which helps in contribution to make TQM successful in
Vodafone company. Moreover, employee's working on senior post must follow the principles of
TQM which helps in improving quality of Vodafone services in market. In addition to this, they
must provide services that satisfies customer's in market. Identifying the needs and requirements
of customers should be their priority and Vodafone should perform services to meet their needs.
One of the assumption is that better and qualified team should be created in company which
helps in improvement of services (Zeng, Phan and Matsui, 2015). Vodafone must also focus on
customer's complaint which results in higher efficiency level in market. In today's world if there
is no focus on consumer's then company lacks in terms of profit. Services provided by Vodafone
to customer's are telecommunication. People communicate through calling system and internet
system (What Is Total Quality Management (TQM)?, 2018). The network of Vodafone should be
always available which makes customer's happy and satisfied. If products and services are
improved by total quality management then Vodafone will gain more and more profit (Suwandej,
2015). In addition to this, it will help in attracting more customer's in market. They must be
aware of present culture of market that helps to meet customer's need.
CONCLUSION
It can be concluded from this report that total quality management helps to satisfy
customer requirements and demands which helps in providing effective quality of goods and
services to them. In addition to this, it is also analysed that Vodafone is one of the best
telecommunication firm compared to other companies as it provides high speed internet and
calling services to customers in the market. Moreover, flow chart method of TQM is
implemented by Vodafone. TQM is helpful in continuous improvement in quality of products
and services. Moreover, it is concluded that from eight elements of TQM, Vodafone is able to
increase effectiveness in team work. Lastly, it is analysed that from various principles of total
quality management Vodafone company focused on customer demands and requirements in
order to satisfy them.
8

REFERENCES
Books and Journals
Dale, B.G. and Plunkett, J.J., 2017. Quality costing. Routledge.
Goetsch, D.L. and Davis, S.B., 2014. Quality management for organizational excellence. Upper
Saddle River, NJ: pearson.
Kafetzopoulos, D., Gotzamani, K. and Gkana, V., 2015. Relationship between quality
management, innovation and competitiveness. Evidence from Greek companies. Journal
of Manufacturing Technology Management 26(8) pp.1177-1200.
Khanam, S., Siddiqui, J. and Talib, F., 2016. Role of information technology in total quality
management: a literature review.
Kiran, D.R., 2016. Total quality management: Key concepts and case studies. Butterworth-
Heinemann.
Mohammad Mosadeghrad, A., 2014. Essentials of total quality management: a meta-analysis.
International journal of health care quality assurance 27(6) pp.544-558.
Mosadeghrad, A.M., 2015. Developing and validating a total quality management model for
healthcare organisations. The TQM Journal 27(5) pp.544-564.
O’Neill, P., Sohal, A. and Teng, C.W., 2016. Quality management approaches and their impact
on firms׳ financial performance–An Australian study. International Journal of Production
Economics 171 pp.381-393.
Oakland, J.S., 2014. Total quality management and operational excellence: text with cases.
Routledge.
Ross, J.E., 2017. Total quality management: Text, cases, and readings. Routledge.
Sabet, E., Adams, E. and Yazdani, B., 2016. Quality management in heavy duty manufacturing
industry: TQM vs. Six Sigma. Total Quality Management & Business Excellence 27(1-2)
pp.215-225.
Sallis, E., 2014. Total quality management in education. Routledge.
Suárez-Barraza, M.F. and Ablanedo-Rosas, J.H., 2014. Total quality management principles:
implementation experience from Mexican organisations. Total Quality Management &
Business Excellence 25(5-6) pp.546-560.
Suwandej, N., 2015. Factors influencing total quality management. Procedia-Social and
Behavioral Sciences 197 pp.2215-2222.
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.
Online
What Is Total Quality Management (TQM)?. 2018. [Online]. Available
through:<http://asq.org/learn-about-quality/total-quality-management/overview/
overview.html>
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APPENDIX
Elements O2 Lebara EE Three Gifaf Tesco Vodafone
Competiti
ve Rivalry
High
O2 have
high
competitio
n due to
large
number of
organisati
on
working in
same
sector.
High
Lebara is
also
having
high
competitio
n.
High
EE is also
facing
high
competitio
n of rates
in the
market.
High
Three also
refers to
high
competitio
n.
High
Gifaf
have high
quality
competitio
n in the
market.
High
Tesco is
having
high
market
competitio
n.
High
Vodafone
stands at
first in
market.
Threats Of
New
Entrants
It is not so
expensive
to enter so
it has low
threat of
new
entrants.
Threats of
new
entrant is
low.
EE is low
expensive
so threat is
high.
Three
company
does not
have
technologi
cal
protection
so threat is
low.
Gifaf has
low
economic
scale so it
has high
rate of
new
entrant.
Tesco has
low threat
of new
entrants.
Vodafone
has also
high threat
of
entrants.
Bargainin
g Power
Of
Supplier
It has low
power of
supplier in
O2.
Lebara has
moderate
power of
supplier.
EE also
refers to
low
bargaining
power of
suppliers.
This
company
has
moderate
bargaining
power of
suppliers
Gifaf has
low power
of
suppliers .
Tesco has
moderate
bargaining
power of
suppliers.
Vodafone
has high
segmented
bargaining
power of
suppliers.
10

in market.
Bargainin
g Power
Of Buyers
This
company
has low
bargaining
power of
buyers.
Lebara has
moderate
efficiency
power of
customer's
.
EE is
having
consistenc
y low
power of
customer's
.
Three has
high
power of
customers
in market.
Gifaf has
also low
bargaining
power of
customer's
in market.
Tesco
refers to
high
bargaining
power of
customer's
.
Vodafone
is also
having
high
bargaining
power of
customer's
as they
provide
standardiz
ed
services.
Threat Of
Substitutes
They have
high
threat of
substitutes
as it's cost
is low.
Lebara is
having
high threat
of
substitutes
at the
faces high
competitio
n in the
market.
EE is not
having
high rate
of their
substitutes
in market.
Three
have high
threat of
substitutes
as it is
competing
highly in
market.
Gifaf also
faces
various
substitutes
in the
market.
Tesco is
having
high
quality
products
so threat
of
substitutes
is low.
Vodafone
is having
relative
performan
ce of
substitutes
in market.
They have
low threats
of
substitutes
.
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