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forumworkshop

CASE EXAMPLES

The companies profiled here exemplify all key

principles discussed in this text. They stand

out in product-service quality, delivery, sales

and marketing. They are "customer focused,"

instead of "self-focused." They recognize the

employee as the key asset in keeping

customers in good times and bad. They are

the best at what they do - the winners.

AMERICAN EXPRESS

American Express has long believed should

be the goal of its businesses worldwide. The

Chairman of the company also carries the title

of Chief Quality Officer to help convey this goal

to the entire organization. American Express

goes beyond the signals and supports their

quality performance with

a lot of

substance, all focused

on one goal

- better customer

service.

Basic substance

begins with superior

training (at

their "quality university") and full support of

senior management. American Express publishes

an annual quality management report. Its

focus is to emphasize that the corporation is in

the customer service business. Employees are

routinely expected to go beyond the normal

procedures to provide outstanding customer

service. Those who do are recognized by a corporate award

program.

FORUM WORKSHOP

continued...

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