The primary elements of total quality management (TQM) are commitment, communication, customer focus, continuous improvement, control and cooperation. These are commonly known as the six Cs of TQM. Commitment is when all participates towards common goal and being loyal to responsibilities. As Francois De La Rochefocauld contends, when tasks, commitment and pleasure are all rolled into one, an organization often dives deep into a well where nothing is impossible. Control defines the degree of influence or authority over processes and people. Customer focus on the other hand is the matching of customer requirements to organizational value proposition with a view to meeting and even exceeding customer requirements. Communication, continuous improvement, and cooperation are equally key elements that must be pursued.

1. Evaluate the value of customer complaints management in enhancement of total quality. (5 Marks)