TQM and QFD: exploiting a customer complaint management system

Purpose – To present a simple yet comprehensive customer complaint management system (CCMS) which includes tools and concepts from total quality management (TQM) and quality function deployment (QFD) proposed by the authors. Design/methodology/approach – A comprehensive CCMS model based on the Deming cycle that integrates practice‐tested methodologies such as QFD, problem solving and failure mode effect analysis (FMEA) was developed. In order to provide an example of the application, possibilities and limitations of our proposed CCMS model, a project developed for a major Latin American transportation company is presented. Findings – Excellent service can only be achieved with a profound knowledge of evolving customer needs. Functional CCMS should be implemented in every company, regardless of its size, structure or products. QFD, FMEA and problem‐solving tools are very useful but, rather than the tools themselves, the fundamental element to develop a successful CCMS is the spirit of improvement towards total customer satisfaction energized by top management's leadership and commitment. A successfully implemented CCMS can change the perspective of complaint management and transform the process of answering complaints from a trivial activity to a more exciting process‐design and learning experience, renovating the spirit of continuous improvement towards service excellence. Research limitations/implications – The model may not be useful to some major companies that already have their own database systems for storing and analyzing customer complaints in real time. The results were only validated in a single project with its particular characteristics. Practical implications – In a service economy, comprehensive systems for capturing, analyzing and translating customer complaints into adequate actions for focused improvement are required for competitiveness. Simple CCMS can be implemented without significant investment, in order to exploit customer complaints. Originality/value – This paper presents a simple, yet comprehensive CCMS based on practice‐tested methodologies successfully implemented in an improvement project. Companies that do not have formal CCMS can find efficiency in the model because of its simplicity.