Implementation of a customer satisfaction program: a case study

For an enterprise striving to implement total quality management (TQM), customer satisfaction (CS) is an important objective to achieve. The success of CS is not only closely related to a company's TQM performance but it also has permanent effects on the company's future. However, many corporations still fail to implement CS due to lack of experience, or not being able to keep up with the continuous implementation of CS. This study takes a look at one large Taiwanese multi-product manufacturing company with nine years of CS implementation experience. The implementation steps developed over nine years of CS implementation would be used as the foundation in building the CS implementation framework so that the possibility of actual performance failure would be minimized.