Describes the efforts made by Newcastle Breweries to improve its competitiveness by implementing TQM and therefore achieving superior customer satisfaction. Follows the company through its introduction of a “quality customer package” outlining the range of services available to the customer; the creation of time for open forum discussions; involvement of all employees; and the implementation of its quality council, quality improvement teams and “bright ideas” suggestion scheme. Shows that the latter, with its rewards for employee initiatives, and other new ideas, such as “a day in the life” appreciation courses, have significantly changed the company′s culture.
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