IMPLEMENTATION OF

TOTAL QUALITY MANANGEMENT

IN
VODAFONE TELECOMMUNICATION
COMPANY
 TABLE OF CONTENT

1. INTRODUCTION TO TQM
2. NEEDS OF TQM
3. IMPLEMENTATION OF TQM BY VODAFONE

A. INTRODUCTION TO THE COMPANY

B. CHARACTERISTICS
C. ADVANTAGES
D. PROBLEMS
4. CHANGES IN ORGANIZATION
5. ROLE OF TOP MANAGEMENT
6. MEASURING THE PROGRESS
7. FUNCTIONS PROVIDED BY THE TQM CONSULTANT
8. OPERATIONS
9. EMPOWERING/ MOTIVATING EMPLOYEES OF THE COMPANY
10. SUSTAINABILITY OF THE COMPANY
11. CLIMATE CHANGE
12. IMPLEMNTATION OF QUALITY PROGRAMME

A. TRAINING
B. TOOLS AND TECHNIQUES
C. TOTAL QUALITY INTERACTIVE MODEL

13. GUIDELINES AND IMPLICATIONS

14. SUGESSIONS AND RECOMMENDATIONS FOR THE COMPANY
15. CONCLUSION
16. REFERENCE
TOTAL QUALITY MANAGEMENT (TQM)

INTRODUCTION

Total quality management refers to that method under which the entire management
staffs i.e. the top level administrative department, middle level department and the lower
level employees engaged in improving the quality of production.

In other words, Total quality management is the control process of bringing together all
the employers and employees in order to improve the quality of goods and services in a
continuous process.

The main purpose of Total quality management is to minimize wasteful practices of an

organization and optimum use of resources in order produce their goods and services
with the support of governments. It also introduces modern business model so that
updated and latest technology will improve performances which satisfies their
stockholders and owners.

WHY THE ORGANIZATION NEEDS TOTAL QUALITY MANAGEMENT

For better control over the production

To minimize wastage and excess production

To improve the quality of goods and services

To maintain a good productivity ratio

To control the overall cost of manufacturing

For introducing modern methods and techniques in the production process

For liberalization and globalization with the organization outside the country.

Thus Total quality management maintains requisite standards in products or services

through the collection of the resources, organization, equipments, people and procedure
which implement the quality policy.
IMPLEMENTING TOTAL QUALITY MANAGEMENT BY VODAFONE

Vodafone is a telecommunication service provider company and it is doing very well in

the market all over the world. The company at present have been providing a quality
service through its telecommunication network to all of its customers in an effective and
systematic way .So that the business of the company effective establishing a grand name
in the field of telecommunication corporation.

Due to the quality of service provided by the Vodafone Company, and their offers to the
customers, they are highly acceptable by their customers globally.

INTRODUCTION TO THE COMPANY

Vodafone company was established in 1st January 1985 as a telecommunication service

institution. Because of their dedicated efforts in the field of the communication sector,
Vodafone company have been able to provide their customers services more than a
number of 359 millions all over the world . The company was actually originated in
NEWBURY. At present the company has introduces 7 new brands worldwide in different
countries and the operations are running in more than 30 countries successfully.

CHARACTERISTICS OF THE COMPANY

CUSTOMER NEEDS ARE IDENTIFIED AND ANTICIPATED

One of the basic feature of the Vodafone company is that it involves proper identification
of what type of customers need to choose for selling their services and it is highly
anticipated.

RELATIONSHIP WITH THE SUPPLIERS

Vodafone company tries to build a strong and healthy relationship with their associated
suppliers for ensuring a standard quality of raw-materials for their production.
FLEXIBILITY

Another important feature of Vodafone is that the company is highly flexible in adverse
situation like say for example in the of recession they are capable of providing their
services to the customers also.

ADVANTAGES FOR THE VODAFONE COMPANY

Market share increases

One of the best advantage which is associated with the Vodafone telecommunication
company is that its value of shares in the market is comparatively higher and it is able to
increase its value from time to time.

Managing cost efficiency

Again the company has been successfully able to control its cost on services so that a
good productivity ratio can be maintained by the company during production and sale of
its services to its customers.

Achieving customer loyalty

Vodafone company at present time due to their distinguish features and reliability in
providing services, it achieve a good customer loyalty and a trust between the company
and their customers.

Controlling and managing complaints

One of the most important and distinct advantage of Vodafone telecommunication

company is that the company is able to easily handle the adverse situations. The company
has been able to successfully control and manage the various complaints made by their
customers through their call centre.

PROBLEMS ASSOCIATED WITH THE COMPANY

Huge number of staffs

The company has a large no. of employees all over their branches in each countries. So
there is a problem of controlling these staffs.
Complexity

Again the company has of lots of complexity during the render of service process.

Less tangible

The approach of total quality management in Vodafone company is generally intangible.

Difficult to measure

Another problem in this case is that there is a lack of quantitative tools to measure the
accuracy of the standard of the performance of operation for the company.

CHANGES IN ORGANIZATION

But the main condition arises when the company realizes that there must be some
requirement of changes if they want to continue their successful rate i.e. to maintain the
ratio of the number of customers they have during their business operations. There the
company for maintaining their status in the market started to think about introducing new
products for their customers. So they introduce new services like smart phone, voice
mail, e-mail, etc. which help their customers to share important documents and valuable
information, video conference facilities for accessing applications relating to corporate
sector from any geographical region. This is the reason why the company has been trying
to catch all the clients so that they can avail every kind of opportunities.

Following are the methods of changes that the company three stages changes-

UNFREEZING

First of all the company tried to release themselves from offering methods of services
unlike other telecommunication generally does.

CHANGING

After that company bring the above mentioned changes in order to fulfillment of the
requirement of their customer.
REFREEZING

Lastly, the company accept the new methods of service that will be offered to the
Vodafone company’s customers.

MEASURING THE PROGRESS

One of the main objective of Vodafone company is to be recognized the themselves as

popular telecommunication company and making the company contribution to achieve
MDGs by March 2015. So the company has been monitoring its target towards this
objectives.

Vodafone has been successfully work with the MDGs over a rate of 68% of respondent.
This feedback helps the organization to focus more relating to their progress. The
company also take into consideration not only the social and environmental benefits but
also the commercial viability for deployment of products and services in the developing
as well as in the underdeveloped countries as a whole. So they can able to measure their
progress report with perception.

Role of Top level management

For implementation of Total quality management the top level management of the
Vodafone company needs to play an important role. It is because total quality control
system in an organization is not easy at all while maintaining it. Therefore the
management of the company must establish a better co-ordination between the top level
employers and their employees.

The Vodafone Company’s top level management have been continuously recognized as a
GREEN BRAND at approximately 75% of the developed marking in 2012.

Again, in case of technology, the Vodafone company will empowered not only the
hearing impaired, but also visual impaired and their old customers who can easily
accessed telecommunication services in the year 2011.

Vodafone millennium development goal (MDG) resource centre set a strategic objective
For contribution to the global development by March 2015.
Apart from that, the top level management has been working on new projects say for
example projects related to provide 10 million carbons reducing machine to machine
connection, reduction in carbon dy oxide (co2) emission up to 50% from the year 2006-
07 baseline to march 2020.

Therefore just because of the above mentioned activities of the top level management of
the company will help the company to earn gains in the field of the communication sector
and to attract the global market to increase its demand and this will encourage the
company to create a good and healthy relationship between the company and the
customers of the company.

Functions provided by the TOTAL QUALITY MANAGEMENT consultant

In case of Vodafone Company there is a number of Total quality management consultants

in every branch of the company all its associated countries around the world. The
consultants which are entered in the market for the company help it to create a high
quality of services to the customers of the company. Thus the consultants effectively and
deliberately doing their jobs to add an extra value to the service of for the company at a
particular said period. Again the consultant prepares a structural design for giving
training to the employees to keep in mind the maintenance client’s quality standards.

OPERATIONS

The operation of the Vodafone Company is depending upon many factors like people,
financial resources, infrastructure etc. These factors determine the key success of the
operations of Vodafone.
The company believe there is a strong commitment with help them to serve it as a long
term interest both in ethical as well as in integrated ways. This help the organization to
control and manage the impact and behavior of system and policy of the management
structure.

The sustainability strategy of the Vodafone company mainly focuses on the benefit of
delivering the society with the help of product and services. For example the company
introduces low-carbon strategy for the society and also improving the communication.

Network deployment is a part of Vodafone company’s another approach of

sustainability. The company aims at minimizing their impacts on operation in some
particular areas. These areas may be discussed follows-

Priority to general public sector of the employees, contractor etc.

Radio frequency fields ,health, open communication and public consultations

Minimizing the impact of environment due to cause of network -

CUTTING EMISSIONS
SHARING SITES AND EQUIPTMENTS
RECYCLING WASTE

People of the organization again plays an important role in case of operation. The
company hires the people of best talent which have the integrity and passion to complete
the task and operation of the company.

Tax – All matter relating to tax have been consistently fulfill by the company to support
the government and obey all the regulations of the government for investment in
emerging market.

EMPOWERING/ MOTIVATING EMPLOYEES OF THE COMPANY

Motivation and enhancing employees in Vodafone company is again one of the key
success for the company. For the purpose of motivating and enhancing the employees of
the company Vodafone introduces a new concept and it is known as Vodafone way for its
employees in 2009-10.

This term means that the arrangement of a set or values and behaviour for all the
employees of the organization. The basic characteristic of this concept are-

a) Speed
b) Simplicity
c) Trust

The employees in the company are reviewed and ensure that whether they are performing
their duties and responsibilities according to the rules and regulations of the Vodafone
company or not.
After checking the performance of the employees by the management of Vodafone they
are rewarded their employees according to their working quality.

In order to keep in mind the top management for solving the problems associated with the
both customers and employees, for better focus Vodafone started its retailer stores and
call centres a particular day in each and every month. It was started from the year 2009
and major involvement of top management of Vodafone is taking into consideration.
SUSTAINABILITY OF THE COMPANY

Vodafone now at present also involve their functioning of performance regional balanced
issues which can be included-

a) Socio-economical issues
b) Ethical issues
c) Environmental issues

The company has been taking into consideration the approach related to the sustainability
management and report which enables the company to bringing about the principle of the
AA 1000 Assurance Standard which was introduced in the year 2008.
Again the Vodafone Company has adopted The Global Report Initiative (GRI)
sustainability reporting guidelines.

The company at present have been trying to build up a new and challenging sustainable
society. In fact the company during recession or inflationary period try to provide same
quality of services to their customers through the investment of high capital financing in
order to provide fast, reliable and high quality service network. Thus it will build a
platform to provide telecommunication services to all groups of segment in the society.
The company believe that more application of sustainability will bring innovation to their
thinking process.

CLIMATE CHANGE

It relates to the fundamental changes in the environment of pressing certain types of

problems to the society. But Vodafone Company has been trying to reduce all the climate
changes and minimize it during their operations. Therefore multinational company like
Vodafone help in producing low carbon economy in order to reduce these hurdles.

IMPLEMENTATION OF QUALITY PROGRAMME

Implementation of quality programme in the Vodafone company has become a

continuous process for the top management at present. Some of the part of Vodafone
company’s quality programme may be discussed as below-

TRAINING

The reason behind the Vodafone company implanted quality management in their
function is one of the basic reason of training the employees. The purpose Vodafone
company for provide training to their employees are-
a) Optimum utilization of human resources

One of the important reason for training the company employees is to utilize the full
human power for providing service and to achieve their goals.
b) Development of human resources

Training helps the company to develop their human resources so that Vodafone is able
to teach their employees to know about the technology and human behaviour.

c) Skill development

Again the company have been efficiently able to develop the production and personality
skills of the employees through training.

TOOLS AND TECHNIQUES APPLIED THE COMPANY

In order to implement TQM successfully the company requires tools and techniques.
The use and appropriate selection of quality management tools and techniques are
vital issues to support and develop the quality improvement process. The introduction of
the quality management tools and techniques depended, to a certain extent, on the
phase of the improvement process.

For better implementation of the TQM process the company introduces some phases.
These phases are discussed as follows-

1. Diagnosis and preparation,

2. Management focus and commitment,
3. Intensive improvement

1. Diagnosis and preparation

This requires the introduction of a number of fact finding tools such as:

Cost of quality
Departmental purpose analysis (DPA)

2. Management focus and commitment

This require the use of data analysis tools to identify problem areas, quantify their
effects and prioritise the need for solution such as:
 cause and effect analysis,
 flow charts,
 Pareto analysis.
3. Intensive improvement

This require the introduction of more complex tools such as:

 statistical process control (SPC)
 failure mode and effects analysis (FMEA)

Following are some tools that are usually help the company to use the total quality
management approach-

1. Histogram

A histogram is a tool for summarising, analysing, and displaying data. It provides the
Users with a graphical representation of the amount of variation found in a set of data.
Histograms sort observations or data points, which are measurable data, into categories
and describe the frequency of the data found in each category.

How to construct histogram

Data collection

To ensure good results, a minimum of 50 data points, or samples, need to be collected.

Calculate the range of the sample data

The range is the difference between the largest and smallest data points. Range = Largest
point - smallest point.

Calculate the size of class interval

The class interval is the width of each class on the X axis. It is calculated by the
following formula:
Class interval = Range / Number of classes.

Determine the class boundary

They are the largest and smallest data points that can be included in each class.

2. Flow Charts

Flow charting is the first step we take in understanding a process. Whether this process is
an administrative or a manufacturing one, flow charts provide a visual illustration, a
picture of the steps the process undergoes to complete it's task. They can be drawn by
using pictures, engineering symbols, or just squares and rectangles. Also, flow charts can
be used to describe a single process, parts of a process, or a set of processes. There is no
right or wrong way to draw a flowchart.

How to construct flow chart

Involving the right people in making the flow chart

This includes people who actually do the work of the process, supervisors, suppliers
to the process, and customers to the process.

Flow charts usually require more time to construct than expected

Therefore, enough time must be allotted to the group members to finish their work.

Asking questions is the key to the flow charting process

1. What is the first thing that happens?

2. What is the next thing that happens?
3. Where does the output(s) of this operation go?
4. Where does the input(s) to the process come from?
5. How does the input(s) get to the process?
6. Is their anything else that must be done at this point?

3. Scatter Diagrams

It is a nonmathematical or graphical approach for identifying relationships between a

performance measure and factors that might be driving it. This graphical approach is
quick, easy to communicate to others, and generally easy to interpret. The data
needed to construct the scatter diagram must be collected in pairs (X,Y). Almost
always the performance characteristic, Y, is plotted on the vertical axis, while the
suspected correlated factor, X, is plotted on the horizontal axis. The point of
intersection between the two axes is the average of each of the sets of data (i.e. the
average of all the X's and the average of all the Y's).

The collected data is not for only observing the quality characteristic under
investigation but also observing other factors or causes that might have an impact on
the quality characteristic. For example if we are taking measurements of the surface
finish of a machined part, we will want to take measurements of other factors such as
feed rate and tool condition that could have an effect on our surface finish quality
characteristic.

Once all the data points have been plotted onto the scatter diagram, its time to
determine whether their exists a relation between the two selected items or not.
When a strong relationship is present, the change in one item will automatically cause
a change in the other. If no relationship can be detected, the change in one item will
 not effect the other item. There are three basic types of relationships that can be
detected to on a scatter diagram:

How to construct the diagram

Step 1: Select the two items you wish to study.

The results of the cause-and-effect diagram could be very helpful in determining

which items to select. For example the two items could be an effect and a related
cause.

Step 2: Collect the data.

The more data you have more accurate your conclusions will be. Always
remember that the type of data needed to construct the scatter diagram is
paired.

Step 3: Draw the axis of the scatter diagram.

Remember that the performance characteristic is on the Y axis, and the suspected
correlated factor on the X axis. The point of intersection of the two axes is the
average of each of the sets of data. You can also make the origin point (0,0) your
intersection point.

Step 4: Plot each set of paired data onto the graph (i.e. (Xo,Yo),
(X1,Y1),(X2,Y2),......,(Xn,Yn), where n is the number of samples taken.

4. Pareto Charts

The Pareto concept was developed by the Italian economist “Vilfredo Pareto”
describing the frequency distribution of any given characteristic of a population. Also
called the 20-80 rule, he determined that a small percentage of any given group (20%)
account for a high amount of a certain characteristic (80%). For instance in the BYU Law
parking lot, there are basically 9 different colours of cars: white, blue, red, black, tan,
silver, brown, yellow, and green. I decided to illustrate the Pareto principle by the
different colours of cars. All colours are not created equally. Out of the nine different
colours, three (red, blue, and white) make up about 64% of the cars. The same principle
can be applied to all aspects of manufacturing. The Pareto chart is especially helpful
in improving manufacturing processes.
How to construct Pareto chart

a. Starting stage

Choose a process that is not producing the yields you would like it to produce-

1. Are there an excess amount of parts that you are having to rework or scrap?
2. Why?
3. What are the reasons for scrapping those parts?

b. Make a list of the causes of the problem.

c. Create the chart

5. Cause and Effect Analysis

First developed in 1943 by Mr. Ishikawa at the University of Tokyo, also known as the
fishbone diagram, relates the symptom or problem under question to the factors or causes
driving it. It accomplishes this through a hierarchical relationship between the effect, the
main causes of this effect, and their subsequent relationship to the sub causes. While a
cause-and-effect diagram can be developed by an individual, it is best when used by a
team.

How to construct cause & effect

Step 1:Select the team members.

It is preferable that the team members are knowledgeable about the quality concern under
question. One of the team members is selected as the team leader (Facilitator). His job is
to listen to the ideas presented by the other team members, capture those
thoughts in simple words and write them on the chart. Also to keep the team members
focused on the problem under investigation.

Step 2:Identify the Effect

Assuming that the quality concern has been identified, write this concern as a problem
statement on the right hand side of the page, and draw a box around it with an arrow
running to it. This quality concern is now the effect.

Step 3:Brain Storming

The team members generate ideas as to what is causing the effect. Main causes as well as
sub causes are identified. As indicated earlier, the team could choose generic or specific
headings for describing the main causes.

Step 4:Identify for each main cause its sub-causes

Always check to see if all the factors contributing to the problem have been identified.
Start by asking why the problem exists. If a cause is identified, repeat the question
again. When no other causes can be identified, you have likely identified all the possible
causes to the problem.

Step 5:Get them agreed

Focus on one or two causes for which an improvement action(s) can be developed using
other quality tools such as Pareto charts, check sheets, and other gathering and analysis
tools. This will depend on the team members themselves on where and how to start.
Agreement between the team members must be based on consensus.

6. Check Sheets

Process improvement actions are always based on information obtained from data
collected from the actual process. This collected data needs to be accurate and relevant to
the quality problem being analysed if we wish for our information about this problem to
also be accurate. Information is based on data. There are three primary steps that need to
be taken before any data can be collected.

It helps in-

a. Establish a purpose for collecting this data

This is based on the quality problem that is going to be investigated.

b. Define the type of data that is going to be collected.

Data can be collected in two ways: Measurable data such as length, size, weight,
time,...etc., and countable data such as the number of defects. Which type of data to use
again depends on the quality problem being investigated.

Determine who is going to collect that data and when it should be collected.

Usually one can use statistical guides on when to take samples, or data points, from a
process. As for who is going to collect the data, what is important is that the person
collecting the data understands the purpose of collecting this data and his role in the data
collecting process.

TOTAL QUALITY INTERACTIVE MODEL

This model has been introduce by the Vodafone Company can be categorised in the
following parts-

a) Leadership
b) Teamwork
c) Customer orientation
d) System thinking-

Now System thinking are divided into two parts-

People tools

Brainstorming
Scenario Writing
Nominal Group Technology
Delphi Method
Consensus Building

Statistical tools

Cause and Effect Diagrams

Pareto Charts
Flow Diagrams
Check Lists
Scatter Diagrams
Histograms
Run Charts
Control Charts

Apart from these, the Company begins to focus on the following areas like-

Continuous improvement

The Vodafone company believes in improving their the their services at a regular period
of intervals will definitely help to attract more and more customers.

Customer Focus

Again the company to attract the customer of every age group like young and old age
People starts offering new schemes relating to recharge facilities, customer care etc.

Prevention

The company always try to prevent any kind of problems relating to network coverage
problems, high cost service and dis-satisfaction among their customers.

Universal Responsibility

Another programme introduces by the company is that it tries to motivate their each and
every employees in such a manner that they can understand their responsibilities
universally. Therefore the employees can be also benefited if they fulfils the requirement
of the company.

Benchmarking

Vodafone at present has established their benchmark in such a position where other
telecommunication companies tries to follow the steps of the Vodafone Company.
The company therefore become an inspiration for the newly opened telecommunication
company.

Supplier teaming

Again Vodafone company always try to keep in mind that there should not be a
deficiency in case of availability of their suppliers. It is general sense that if the company
has lesser suppliers they can not able to produce their services for sale and hence it will
affect their customer number.

GUIDELINES AND IMPLICATIONS FOR ACQUIRING TOTAL QUALITY

SERVICE

Following are some guidelines for the company while acquiring total quality service-
1. Whether the company is committed with its customers or not-

Continuous improvement for attaining higher consumer satisfaction

Requirement of Quality in Daily Work

Target the customer needs and value up to the exceed point

Importance of word of mouth strategy in marketing

IMPLICATIONS

Bring new customers through satisfaction existing customers both internally and
externally

Training session will provide learning facility to the candidates

This will help the candidates to bring changes in the behaviour.

2. Role of the management in bringing improvement through responsibilities-

Understand the concept of Total Quality Service and proper knowledge

Try to be consistent and maintaining a creditability with the employees

IMPLICATIONS

Walk the talk

Create a role model

Leading by example

3. Change through self improvement and education for development-

Through education the employee can earn knowledge, skill and mind and character.

It is employees own effort to bring self-improvement related to status, mind and

ability.

Change through radical transmutation or replacement process.

 IMPLICATIONS

Experimental learning-

Continuous changes

Taking an active step rather than passive step to learn

Make an immediate classroom environment

4. Introduction of Kaizen practice and continuous process-oriented learning-

Kaizen is a Japanese management practice which can be modified through

implication of tools and techniques.

Kaizen refers suggestion “to become good through change”

Kaizen is an effective and efficient tool for reorganising and restructuring for an
Organization.
Utilization of open system for interaction within the environment of the organization.

IMPLICATIONS

Learners need to improve their learning capacity through seminars, training sessions and
workshops etc.

Learners required to maintain a standard of learning

Learners are required to utilise their skills in the real practical world

5. Working environment need to be free from fear and it should be stimulating-

No job stress

Stimulating environment

Requirement of self actualisation and self esteem system

Proper use of innovative activities under the organization

Requirement of hygienic facilities for the employees

 IMPLICATIONS

Proper job specification is required

Approximate training design

Active learning through engagement

Analysis of implication and limitation

Atmosphere for open questions and suggestions.

7. Teamwork should be introduced to meet the expected requirement of the customer

Which will help in achieving-

Better social needs

Ego needs
Self-fulfilment
Self motivation

IMPLICATIONS

Use strategy to reduce the variation between performance of team work

SUGESSIONS AND RECOMMENDATIONS FOR THE COMPANY

Vodafone Telecommunication Company is no doubt one of the best telecommunication

network services which are providing services all over the world. But still it has many
things to do for continuous success at a constant rate. Proper utilization of Total quality
management can be achieved through the help of the following steps-

1. Properly participate and co-operation among the employers and the employees of
the company and branches all over the world.

2. Individual and personal efforts from each and every staffs of the company.

3. Self-development and proper training sessions with the help of-

a) Job description, enlargement, rotation and enrichment.

 b) Establishment of training centres and training schools.

4. Better communication with the old customers and suppliers of the company.

5. Involvement of lower level employees in the process of decision-making.

CONCLUSION

After this study it can conclude that Vodafone Telecommunication Company has been
successfully implementing the process of Total Quality Management in order to develop
their operational skills and methods of services. This is the reason why the company has
been doing so well more than over 30 countries in the world and it is sure that the
company will do consistently well in the near future and this is the reason why the
Vodafone company is consistent after the completion of 25 years in the field of
telecommunication business in the world and there are progressing more and expanding
their business in a wide range of area not only in the developed countries but also in the
underdeveloped and poor countries.

REFERENCES:

http://www.vodafone.com/content/index.html

http://www.vodafone.com/content/index/about/sustainability/operations.html

http://www.vodafone.com/content/index/about/sustainability.html

http://www.vodafone.com/content/index/about/sustainability/climatechange.html

http://www.vodafone.com/content/index/about/sustainability/climatechange/low_carbon.
html

http://www.vodafone.com/content/index/about/sponsorship.html

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