Your Customers' Perception of Quality

Introduction  •  xxiii

information is usually there and just needs to be understood in a new way.

Chapter 3 explains these concepts.

Included in this chapter is a new model to clearly and concisely demon-

strate the negative impact to the bottom line—current and future—that

ignoring customers’ perception of quality will cause. e model is basic,

can be put on a single PowerPoint slide, and tells an impressive story, using

data that is available in any company.

Chapter 4: Garnering Support and Gaining Endorsement

Once you have created a business case, it will be necessary to sell the idea to

senior management. e concept of customers’ perception of quality must be

introduced, along with compelling evidence that it is, indeed, eroding mar-

ket sh ...