Increasing Senior Management's Commitment To TQM: A Communication Model

Article

Pastor, Joan F.   (1992, ASQC)   Joan Pastor and Associates, Oceanside, CA

Annual Quality Congress, Nashville TN    Vol. 46    No. 0
QICID: 9770    May 1992    pp. 769-778
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Article Abstract

Based on the principles of non-manipulative selling, a model is presented for helping Total Quality Management (TQM) champions increase senior management commitment to TQM. Beginning with the premises that senior management resistance and corporate politics are inevitable obstacles, the model suggests that these obstacles can be eliminated through a six-step process, which operates from the fundamental view that senior management is a customer, who needs to be addressed in the language of value. It is imperative when influencing upward to discover what is important to senior management, and to both demonstrate and to communicate how involvement in TQM will satisfy visions and goals. TQM benefits should be stated in terms of the four key motivators: profit, productivity, prestige, and peace of mind. Credibility is essential; specific benefits to the organization should be articulated, since a major area of resistance is the belief that TQM is a costly fad. The communication model is referred to as "Aid, Inc," developed by Ron Willingham. APPROACHING management, not to sell TQM, but to convince them to meet for a discussion of TQM, is the first step. The second step is to INTERVIEW, to determine if TQM will help the organization. This is followed with research, used to DEMONSTRATE--the third step--how TQM specifically will address management's interests. The fourth step entails VAL-I-DATION, or supporting any claims made previously. Step five, devoted to NEGOTIATIONS, is a brainstorming session on how to implement TQM, and step six is the CLOSE, which features management commitment.

Keywords

Cultural change,Customer satisfaction (CS),Total Quality Management (TQM),Upper management


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