Your Customers' Perception of Quality: What It Means to Your Bottom Line and How to Control It, 1st Edition (Hardback) book cover

Your Customers' Perception of Quality

What It Means to Your Bottom Line and How to Control It, 1st Edition

By Baboo Kureemun, Robert Fantina

Productivity Press

225 pages | 56 B/W Illus.

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Hardback: 9781439845813
pub: 2011-04-25
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Providing the insight and tools needed to improve the perception your customers have about the quality of your product or service, Your Customers' Perception of Quality: What It Means to Your Bottom Line and How to Control It introduces a ground-breaking model for measuring the impact of quality perception on your bottom line. Allowing you to look at quality from an outside-in, truly customer-centric perspective, the authors pave a concrete connection between enhanced customer perception and increased profitability.

The book introduces cutting-edge concepts in customer-centric quality—explaining exactly how to identify, plan, cost justify, manage, and deliver consistent improvements to the factors that matter most to your customers. Helping you harness the power of the universal set of tools, techniques, and methods at your disposal in the field of quality, the book:

  • Unveils a model that provides quantifiable information for determining the impact of customer perception on your bottom line
  • Details a strategic model for attaining long-term benefits—including the tools required to make the necessary tactical changes
  • Includes a wealth of customizable tools to help kick-start implementation efforts

The text clearly illustrates how to implement methods proven to improve operational efficiencies, foster customer loyalty, and drive increased revenue through positive word of mouth. Complete with helpful checklists, templates, tools, and detailed instructions on how to tailor them to your company, the authors guide you through the path of evaluating, analyzing, and implementing the value-adding adjustments needed to drive profits and boost customer loyalty.

Table of Contents


The Neglected Frontier of Quality in Today’s Qualitysphere

Beyond the Quality Department

Actual Quality Matters

Quality Assurance, Quality Control, and Testing

Customers’ Perception of Quality: The Neglected Frontier

Why Are We Neglecting customers’ perception of quality?

Additional Evidence

Understanding Customer-Experienced Quality

Even More Proof of Neglect

Why Customer Perception of Quality Is So Important

Customers’ Perception



Constraint Management

Six Sigma

Capability Maturity Management Integrated (CMMI)

International Organization for Standardization (ISO)

Other Standards

New Product Introduction

Demonstrating the Return on Investment in Customer Perception of Quality

Fear Factor Causes Action Paralysis

From the Rags of Data to the Riches of Intelligence

Toward a Business Case for Customers’ Perception of Quality

The Ten Commandments of Customers’ Perception of Quality

Creating the Business Case for Customers’ Perception of Quality

Step 1: Gather Supporting Data

Step 2: Articulate the Specific Problem Statement Quantifying the Problem at Hand

Step 3: Create the Drama

Sample Slide Presentation to Garner Leaders’ Support.


Garnering Support and Gaining Endorsement

Selecting the Sponsor and Steering Committee

Practical Steps

Steering Committees

A Framework to Derive the Right Investments

Getting Started


Sales Representatives

Trade Shows

Lost Customers

Data Analysis

Root Cause Analysis



Data Gathering


Root Cause Analysis


Managing a Journey of Continuous Improvement

Customer-Driven Continuous Improvements

Six-Step Continuous Improvement Approach

An Actionable Agile Program Management Framework

Common Challenges and Possible Resolution Strategies

Organizational Structure

Horizontal Sponsorship

Skills Gaps

System Constraints

Senior-Level Resistance

Encouraging Creativity

When Do We Know We Are on the Right Track?

Positive Signs

Warning Signs

Communications Management: The Boon of Your Customers’ Perception of Quality Initiatives



Metrics That Prove the Worth of the Initiatives

Data Rich, Yet Information Poor

Metrics, Key Performance Indicators (KPIs), and Critical Success Factors (CSFs)

Conceptualizing Business Operations and Metrics

Classical Quality Performance Indicators

"-Ilities" in the World of Software Architecture







Cost of Poor Quality (COPQ)

Quantifying Customers’ Perception of Quality

Loyalty Measurement Models

Method 1: Measuring and Increasing Customer Perception of Quality

Method 2: Measuring and Increasing Customers’ Perception of Quality

Delivering a Capability to Sustain a Customer Perception of Quality Function

The Process

Data-Gathering Phase

Analysis Phase

Documenting the New Process

Piloting the New Process

Common Hurdles That Plague Customer Perception of Quality Initiatives

Goals of This Chapter

Leaders Who Walk the Talk

Common Challenges

Lack of Management Commitment

Inadequate Resources, Budget, and Time

Lack of Information, Monitoring, and Measurements

Resistance to Planning

Reluctance to be Proved Wrong

Lack of Corporate Objectives, Strategies, Policies, and Business Direction

Lack of Knowledge and Lack of Appreciation of Business Impacts and Priorities

Resistance to Change and Cultural Change

Poor Relationships, Poor Communication, and a Lack of Cooperation between Business Units

Lack of Tools, Standards, and Skills

Critical Success Factors

Common Risks

Conclusion: Letter to a New Champion of Customer Perception of Quality from the Authors

Appendix A: Sample Questions

Appendix B: Multivoting Exercise

Appendix C: Iterative Nature of the Process



Each chapter concludes with a Summary & Checklist

About the Authors

Baboo Kureemun is a seasoned hands-on project management practitioner, with over 18 years of experience strategizing, planning, and executing business-critical initiatives in multiple industries across different cultures. He is presently employed by the Children, Youth and Social Services I&IT Cluster of the government of Ontario, Canada.

Robert Fantina specializes in business process analysis, and has served in that role as a consultant and employee in several Fortune 500 companies in the United States and Canada. He is currently employed by Research in Motion (RIM) in Canada.

Subject Categories

BISAC Subject Codes/Headings:
BUSINESS & ECONOMICS / Quality Control
BUSINESS & ECONOMICS / Industrial Management