1 Quality Management and Customer Service CODE COURSE DESCRIPTION This introductory course to the Quality movement aims at providing a comprehensive and updated view of the basic concepts, processes, systems and certifications which guide the steps of the organizations that undertake the road to Quality Management. On the other hand, the second part of the course explores the meaning of what constitutes a quality customer service, both in person and not in person, using verbal and nonverbal communication techniques. Moreover, the subject delves into service recovery after service failure, examines service from an experiential perspective and explores the potential of information and communication technologies (ICTs) to enhance the image and reputation of the organization. ECTS CREDITS 6 RELEVANCE WITHIN CURRICULUM Far from being a management fad, that of Quality is a long-lasting management model which today plays a key role in attracting and retaining customers, it is an undeniable source of sustainable competitive advantage and a differentiating element that sets apart those firms that follow its rules. Taking into account the large number of products and services that are currently available to consumers and not willing to compete in price, Quality becomes the best argument that companies can employ to attract and retain customers. Quality is a philosophy that permeates every corner of the organization. Therefore, regardless of the professional field in which we develop our work activity and regardless of the position we hold within the organization, every one of us will need a basic knowledge Quality and Customer Service. This introductory course is intended to throw some light at Quality and Customer Service, a wonderful field full of possibilities for personal improvement, professional and organizational. GENERAL SKILLS Organization and planning capabilities. Proper time management. Initiative and entrepreneurship.
2 SPECIFIC SKILLS At the end of the semester, students will: Recognize and understand the principles and concepts that rule Quality and Customer Service. Understand the different Quality models and certifications a company has access to when implementing a Quality Management System as a strategic element within the organization. Master the basics of Quality Management, which will allow students to further their knowledge of management strategies focusing on Quality and Customer Service. Be familiar with the techniques and processes of implementation of quality criteria in the organization. Know how to implement systems for measuring quality and improving customer service in order to facilitate decision-making and to design strategies. Be able to discern what a quality customer service is and handle basic communication techniques that enhance excellent customer attention. Be aware of the importance of providing quality customer service and will be able to device satisfactory solutions for service recovery when service failures occur. Be familiar with new ways to customize products and services, as well as customer attention through information and communication technologies. SUBJECT CONTENT PART 1. QUALITY MANAGEMENT 1) Introduction to the concept of Quality. 2) Tools for Quality control 3) Tools for monitoring and improving Quality. 4) Systems Total Quality Management: Quality certifications 5) The EFQM Model 6) Techniques for managing continuous improvement 7) Quality and environment PART 2. CUSTOMER SERVICE 1) Introduction: Customer focus 2) The Quality of service as the key to proper customer attention 3) Communication as a key to quality Customer Service 4) Service recovery: treatment of objections and complaints 5) Exploring the customer s Service Experience 6) Customer service through ICTs LEARNING ACTIVITIES Master class: online presentations (with documentations) did by the professor with theorical aspects of the course content. The use of books in bibliography is highly recommended. Case studies: The use of case studies will allow the students to put into practice theorical knowledge.
3 Cooperative learning Problem-based learning: Students will solve real problems. This will approach the company reality to them. ASSESSMENT Students should attend classes regularly and turn in their home work on time. The assesment will have a continuous character, both individually and as team work, according to the activities proposed. Tests will have a maximum 50% if the student final mark. The rest of the score, to reach 100%, will be made up of the following activities: - Individual work - Team work - Presentations - Cases studies - Participations - Discussions - Reports - Others Should a student not pass the subject in June, there will be an extraordinary call in July (only for regular UEM students, i.e., Erasmus and Garcilaso students are excluded). In the latter case, the final grade will be done as in the regular call, where tests will have a maximum score of 50%. In any case, students attendance will be graded. It will not have a percentage of the global score. Detailed evaluation criteria is showed in the virtual campus. SPECIFIC NORMS Very important: all the coursework presented must be original. References must be included in all works and sources properly credited. Should a paper have textual sentences from a source that is not properly credited, the paper will be dismissed. 0 points. Should the same student (or group of students) copy again, he or she will not be allowed to take the ordinary exam and will therefore be dismissed to the extraordinary evaluation. Do please note that this is a class in English, not an English class. Therefore, if your English level makes it difficult for you to follow the class, you should do an extra effort by studying English (either at the UEM Lab, with a private tutor or at a conversation exchange with international students) and preparing for the class beforehand by researching the subjects that will be studied. The use of correct orthography and grammar will be taken into account. In written works, there is always time to look up words in a dictionary or use automatic corrections tools. So, please, make sure to double and triple check spelling and grammar before you turn in the paper since mistakes will cause you to lose points. In oral presentations, pronunciation and grammar will also be checked. If you are not sure about the pronunciation of a word check it out and don t forget to rehearse for the presentation.
4 During the class, please keep your personal computer closed. Personal computers will only be used for certain activities, of which students will be informed beforehand. Please, remember to turn off your mobile phones before you enter the classroom. Thanks in advance for your cooperation. When you sit for exams or tests, the only thing you will be allowed to have is a ball pen. All your other belongings (notes, books, mobile phone, etc.) are not necessary, so you can leave them at home or at a common area that will be provided at the entrance of the classroom. Thank you once more for your cooperation. BIBLIOGRAPHY Some basic material for every lesson will be uploaded in the Virtual Campus (Moodle). Nevertheless, since it will only be basic information, students are encouraged to complete the content of lectures using reference materials in English, Spanish or their native language. Recommended textbooks: Besterfield, D. et al. (2003): Total Quality Management,2nd Edition. EE.UU.: Prentice Hall. Evans, J. R. y Lindsay, W. M. (2009): Quality Control and Management. EE.UU.: Cengage Learning. Casadesús, M., Heras, I., y Merino, J. (2005): Calidad práctica: una guía para no perderse en el mundo de la calidad. Madrid: Prentice-Hall, D.L. Miranda, F., Chamorro, A. y Rubio, S. (2007): Introducción a la Gestión de la Calidad. Madrid: Delta Publicaciones. The following titles are currently available at the library: A) Quality Management: Alonso Almeida, Mar; Barcos Redín, Lucía; Martín Castilla, Juan Ignacio (2006): Gestión de la calidad de los procesos turísticos. Madrid: Síntesis. G155.A1 A46 Aranaz, J.M. et al, directores (2008): Gestión sanitaria: calidad y seguridad de los pacientes. Madrid: Fundación Mapfre: Díaz de Santos, D.L. RA971.G49 Block, Marilyn R.; Marash, Robert I. (2004): Integración de la ISO en un sistema de gestión de la calidad. Madrid: Fundación Confemetal, D.L. TS155.7.B5618 Camisón, César; Cruz, Sonia; González, Tomás (2007): Gestión de la calidad: conceptos, enfoques, modelos y sistemas. Madrid: Pearson, cop. TS156.C36 Cianfrani, Charles A.; Tsiakals, Joseph J.; West, John E. (2002): ISO 9001:2000 comentada. Madrid: Asociación Española de Normalización y Certificación, D.L. TS156.C5418 Claver Cortés, Enrique; Molina Azorín, José Francisco; Tarí Guilló, Juan José (2003): Gestión de la calidad y gestión medioambiental: fundamentos, herramientas, normas ISO y relaciones. Madrid: Pirámide, D.L. HD C53 Clements, Richards B. (1997): Guía completa de las normas ISO Barcelona: Gestión 2000, TS156.6.C5418 Dorado Suárez, Alberto (2005): Estrategias de gestión para avanzar hacia la excelencia. Madrid: Opade: Altamarca: Círculo de Gestores Deportivos de Madrid, D.L. GV713.D674 Drummond, Helga (2000) La calidad total: el movimiento de la calidad. Bilbao: Ediciones Deusto, D.L. HD62.15.D7818
5 Elías, Joan (2000): Organización atenta: consejos para tener clientes contentos. Barcelona: Gestión TS156.E45 Fundación ECA Global (2006): El auditor de calidad. Madrid: Fundación Confemetal, D.L. TS156.A93 Gómez Fraile, Fermín; Tejero Monzón, Miguel; Vilar Barrio, José Francisco (2001): Cómo hacer el manual de calidad según la nueva ISO 9001:2000. Madrid: Fundación Confemetal, D.L. TS156.G66 Hillary, Ruth, coordinadora (2000) ISO 14001: experiencias y casos prácticos. Madrid: AENOR. TS156.6.I8618 Web: International Organization for Standardization: European Foundation for Quality Management: Asociación española para la calidad: Fundación iberoamericana para la Gestión de la Calidad: American Society for Quality Management: Infocalidad: Portal Calidad:
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