A company can hit every internal quality metric on its dashboard and still lose customers - because the gap that actually matters is not between the product and the spec sheet, it is between what the customer expected and what they actually got. Left unaddressed, that gap is exactly what pushes organisations into decline, confusion, and an inability to keep up with rising competitive pressure.

This course from the Arab British Fellowship Training Academy treats the customer as the true centre of quality - every employee, not just the quality department, is responsible for closing that gap. Quality moves through four connected stages on its way to the end customer, and participants will learn practical ways to uncover what customers actually expect - through surveys, direct conversations, and reading the signals in between - and to close the distance between expectation and delivery.

By the end of this course, participants will be able to:

• Understand the role every employee plays in improving product and service quality options.
• Identify what customers actually expect and need, rather than assuming it.
• Analyse procedures currently in place and develop them going forward.
• Define and apply improved procedures within the company.
• Measure progress on both a short-term and long-term basis.
• Pinpoint the main causes of customer dissatisfaction.
• Set the executive procedures needed to actually develop quality.
• Recognise the consequences of failing to improve quality technique - such as focusing only on needs while forgetting customer expectations altogether.

This course is designed for:

• Project and production managers.
• Quality unit managers in organisations and companies.
• Research and development managers and staff.
• Anyone aspiring to become a quality expert.

Module 1: Understanding the Customer Side of Quality

• What service means, and the characteristics that define it.
• Managing customer expectations inside service-based organisations.

Module 2: Handling Customers in Practice

• How to deal with different types of customers.
• Facing and resolving customer objections.

Module 3: Quality Management Fundamentals

• The concept and principles of quality management.
• The stages quality management moves through, and the factors behind its success.

Module 4: Improving the Service Itself

• Methods for improving quality management and developing the work overall.
• Principles for improving service quality, and the problems that typically block it.

Module 5: Building a Culture That Keeps Improving

• Innovative thinking and the skills needed to keep developing service.
• The role of Total Quality Management in improving customer service long-term.