Communication and Relationships
Effective communication is the mortar that binds all elements of TQM together to create and maintain the superstructure. Without it, TQM falls apart.
Direct and clear communication will ensure that everyone in the organisation understands the TQM ethos and the role they play in its achievement.
A formal quality policy is an important first step but it is how this policy is to be put in place and how clearly the steps and objectives are communicated to every individual that will count.
These are the five key points that must be considered within the communication plan:
1. What information is to be communicated? This will include relevant details required by the individuals receiving the communication to explain what is required of them and why and detailing any specific non-conformities
2. When is it to be communicated? Getting information to the right people at the right time is an important consideration
3. Who is the communication aimed at? Not every piece of information is needed by every individual, so selecting the relevant recipients ensures a targeted approach
4. How is it to be communicated? Selecting the most relevant method of communication for different stakeholders is a critical consideration
5. Who will initiate the communication? The type and substance of the information to be communicated will determine the source of the communication from within the organisational hierarchy
There are three key directions of travel of communication to ensure efficacy: downward, upward and horizontal.
Downward communication is traditionally the most common of the three directions within an organisation, particularly those that are medium to large in size. It mainly takes the form of presentations, manuals and discussion sessions delivered by management and supervisory staff to those at the lower levels. To be effective, the information broadcast must be clearly conveyed using language and formats that can be readily understood by the audience.
Upward communication encourages and provides channels for those at the lower levels to make suggestions and give feedback to supervisors and management. For this to work well, employees need to see that their contributions are being listened to and acted upon, when appropriate. This is key to building trust and generating enthusiasm and motivation for the TQM approach.
Horizontal communication takes place between teams, groups or individuals at the same levels in different departments and is the third vital communication form within the TQM approach that helps to ensure cohesiveness and team spirit.
Many forms of communication are involved within the TQM approach but these may be broadly classified as written, verbal or visual.
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Written communications include reports, manuals, fact-sheets, newsletters and bulletins
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Verbal communications may be in the form of direct face to face discussions, or indirect with groups or individuals using broadcast or public address systems
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Visual methods of communication include displays, exhibitions and posters
However, hybrid forms of communication such as websites and video resources are becoming increasingly dominant.
Regardless of the format of the communication, clarity and suitability for the specific audience categories are the key watchwords.
Within the organisational structure, different levels hold different perspectives on the TQM approach and these must be considered within the communication strategy.
Senior management set the standards for the company and as such are primarily responsible for introducing and promoting the TQM principles. They recognise the benefits and the opportunities for business development and they are largely responsible for ensuring that the messages percolate effectively down through the organisational structure.
Middle management play a vital role in developing and maintaining TQM and consequently much of the administration and responsibility rests with them. However, some may consider this to be a burden and not fully understand or commit to the challenge.
Line managers and supervisors are tasked with ensuring their teams follow the TQM procedures and processes. Some may also struggle to fully understand and commit to the concept.
General employees are required to follow set procedures accurately and may do so blindly without any understanding of the TQM approach and why it is important.
Effective communication is tailored to the needs of individuals and groups within the organisation and when successfully executed, it achieves the buy-in and support needed to successfully deliver TQM.