What Is Total Quality Management (TQM), and Why Is It Important?


In the competitive business landscape, companies are constantly striving to improve their products and services to stand out and gain an edge over their competitors. One approach that has gained significant traction over the years is Total Quality Management (TQM). 

In this article, we will explore the concept of TQM, its core principles, and why it is crucial for businesses today.

What is Total Quality Management (TQM)?

Total quality management is a comprehensive, structured approach to organisational management that seeks to improve the quality of products and services through ongoing refinements in response to continuous feedback. TQM aims to create a culture of continuous improvement where every employee is engaged in the process of enhancing the quality of their work, resulting in better customer experience and long-term success.

The 7 Core Principles of Total Quality Management 

1. Customer focus: The primary objective of TQM is to meet and exceed customer expectations. This means understanding customer needs, preferences, and expectations and then delivering products and services that consistently meet those requirements. A customer experience management platform can streamline the process of gathering customer feedback and analysing the results, allowing you to get a better understanding of your customers quickly and effectively.

2. Leadership commitment: For TQM to be effective, it is essential for top management to be committed to the process and lead by example. This includes setting quality goals, providing necessary resources, and fostering a culture of continuous improvement.

3. Employee involvement: TQM requires the participation of every employee in the organisation. This means empowering employees to identify problems, suggest improvements, and take ownership of the quality of their work. Employee engagement software is a great tool to involve employees in your daily customer experience activities and improve their employee experience.

4. Process approach: TQM focuses on improving processes rather than just fixing individual problems. By analysing and optimising processes, organisations can identify the root causes of issues and prevent them from recurring. Customer experience consulting experts can be of great help when it comes to process improvement, as they can help you assess your current processes and propose ideas for improvement based on years of observation of various companies.

5. Continuous improvement: TQM is an ongoing effort, requiring organisations to continually refine their processes and strive for excellence. This involves regularly reviewing performance metrics, identifying areas for improvement, and implementing corrective actions proposed by customer experience consulting specialists.

6. Fact-based decision-making: TQM emphasises the importance of data-driven decision-making. This means collecting and analysing data through a customer experience management platform to identify trends, measure performance, and make informed decisions.

7. Supplier relationships: Suppliers play a critical role in the quality of products and services. TQM encourages organizations to build strong relationships with suppliers, ensuring they meet quality standards and contribute to the continuous improvement process.

Why is TQM Important?

Improved customer experience

By focusing on meeting and exceeding customer expectations, TQM helps organizations deliver high-quality products and services that lead to increased customer satisfaction and loyalty.

Enhanced employee engagement

Do not forget about the importance of employee experience. When employees are involved in the improvement process and feel empowered to make a difference, they are more likely to be engaged and committed to the organisation’s success.

Reduced costs

By identifying and addressing the root causes of problems, TQM helps organisations reduce waste, rework, and other inefficiencies, ultimately lowering costs.

Increased competitiveness

Companies that implement TQM often find themselves at a competitive advantage, as they are better able to adapt to changing customer needs and market conditions.

Long-term success

The continuous improvement mindset fostered by TQM helps organisations remain agile and responsive to change, setting them up for long-term success.


Total quality management is a powerful approach that can help organisations improve their products and services, enhance customer satisfaction, and achieve long-term success. By focusing on customer needs, empowering employees and fostering a culture of continuous improvement, companies can gain a competitive edge and drive sustainable growth.

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