Total Quality Management

 What is TQM?

TQM has been defined in various ways, meaning a quest for excellence, creating the right attitudes and controls to make prevention of defects possible and optimize customer satisfaction by increased efficiency and effectiveness. TQM is ―a system of continuous improvement employing participative management and centered on the needs of users‖. [Jurow and Barnard, 1993]5 Zaira & Jurow1 (1991) defines it as ―TQM is the combination of socio-economic and technical process towards doing the right things (externally), everything right (internally) first time and all the time, with economic viability considered at each stage of each process‖. S. Thakur6 defines the TQM is a concept which make quality the responsibility of all people within an organization. All the persons involved are expected to contribute to the overall improvement of quality. TQM is the preferred method to increase the user satisfaction. It reduces the defects of the organization and increases the productivity. So TQM is nothing but a continuous improvement of organizational service through proper manager and individual efforts for the users‘satisfaction by doing right thing at right time in a right way.

The Concept of TQM

TQM is a way of managing to improve the effectiveness, efficiency, flexibility and competitiveness of an organization as a whole and it involves whole organization getting organized and committed to quality in each department, each activity and each person at each level. For the success of TQM effecting training, effective implementation and executive involvement is essential. TQM is the foundation for activities, which include: -

 challenging quantified goals and benchmarking;

 Commitment by top management and all employees;

 External and internal alignment;

 Focus on Processes;

 Improvement teams;

 Meeting user’s requirements;

 Recognition and celebration;

 Reducing time of development cycle;

 Specific incorporation in strategic planning;

 Systems to facilitate improvement;

 To become user driven rather than self focused;

 Total involvement, continuous improvement and leadership commitment;

This shows that TQM must be practiced in all activities, by all personnel, manufacturing, marketing, Engineering, Research & development, sales, purchasing, human resources, etc.

Elements of TQM Following an international conference in 1990, the conference Board summarized the key issues and terminology related to TQM:

Quality:

The Quality of an organization depends on customer‘s satisfaction. Quality is a continuous process and also unending. But many people including library professionals are confused about the meaning of the quality. Quality is often used synonymously with excellence. However, for proper quality management, defining quality and its measurement are essential. Gravin4 (1998) identified five approaches to define quality: -

i. Transcendent approach (Quality always exists)

ii. Product based approach (product meeting high quality standard)

iii. User based approach (quality to meet user‘s requirements)

iv. Manufacturing based approach

v. Value-based approach

In this context of information systems, quality pertains to –

i. Performance of the system

ii. Quality and quality of document store,

iii. Quality of information products judged in terms of defined norms or criteria,

iv. User satisfaction in terms of value for money spent (cost-benefit) and value for information context (cost-effectiveness). Therefore, the Quality management strategies should integrate these various approaches for achieving improved quality information services.

Performance of the Information System mainly related to: -

a. accuracy of the services,

b. adequacy of and need-based services,

c. timeliness of the services,

d. Quality of information products.

The information products in LIS can be information abstracts, Bibliographies, indexes, current Awareness Bulletins etc. These products should be produced according to set norms or criteria, (like –following-CCF, Circulation before the information becomes obsolete). User based approach lies on the idea that quality lies in the eyes of the holder and that the customer or user is the ultimate quality judge.

Quality Control: - Tannock 3 (1992) states that quality control ―consists merely of the operational techniques and activities that are used to fulfill requirements for quality, usually interpreted to mean conference to the required specifications

Quality assurance: - Carley and Waldran3 (1984) define quality Assurance as ―Planned, deliberate actions or activities investigated and carried out with the intent and purpose of maintaining and improving the quality of learning for participants‖.

The principles of TQM to enhance the Library services: - Library can benefit from the principles of TQM as suggested by Sirkin 2 (1993) –

i. Ask vendors to give product demonstrations

ii. Change hours of operation

iii. Conduct a user survey about library services

iv. Creates service brochures

v. Develop an active outreach program.

vi. Develop user and staff training materials

vii. Give a new staff a through orientation

viii. Implement interlibrary loan facilities

ix. Improve signage

x. Improve the physical layout of the library

xi. Library orientation

xii. Make a Library Brochure

xiii. Motivation

xiv. Offer electronic document statement

xv. Publicize new or changed services

xvi. Smooth acquisition procedure

xvii. Target services to specific groups

xviii. Technology use for easy information retrieval

xix. Training and development of staff

xx. Use flexibility in staff assignment

xxi. User based information services

Librarian must find out what readers want and concentrate upon providing it.

Why TQM in College Library: - Over many centuries libraries have adopted many different management principles from business, industry, religion, and government. A library is a business that must be operated efficiently and well. A major difference is that most libraries are non-profit organization. Management of vast amounts of information stored in different formats-printed, electronic, audio, video-requires use of the most modern management techniques. Today technologies have changed our social and economic life. In the workplace methodologies change, people work at home or on the web with flexible timetables are emerging in different fields. The most important stakeholders in the library are customers, the providers of subsidies, staff, and other libraries. These stakeholders are interested, for various reasons, in the introduction of TQM. The introduction of TQM makes great demands on the staff. Mainly the specific objectives of the TQM in any college library: -

 Discuss the criteria for Quality assurance in providing quality Information services.

 Examine the application of TQM to Library and Information Science (LIC) sector, with particular reference to college libraries.

 Review the Quality assurance System in college library.

 Understand the concept of quality, Quality control, Quality assurance, TQM.

 User expectation from library users about information products and services of a college library.

 Library and Information Science professionals are facing stiff challenges for information pollution.

Managing Quality in a College Library: - The applications of TQM represents a new age in the management of an organization. Its elements such as participating management, the personnel training and the responsible service to the users are views that the libraries are already driven by. As a result of this, the libraries are up to improve these principles, which already have been valued positively by them and put them partially in practices. Many college libraries have embarked on plans for implementing quality-related philosophies such as TQM. It is well known that TQM is a management method that libraries can benefit from it in several ways. TQM can be effectively used in providing services to user. In rendering CAS / SDI, interlibrary loan, access to national and international databases through internet or other network, attending reference queries and reference service over phone, fax or personal contact, etc. Library and Information Centres produce catalogue card, indexing and abstracting periodicals, newsletter, database of their collection, subject bibliographies, etc, all of which can be enrich by TQM. TQM can be used in creating information awareness and consciousness among the user and reaching out to the potential users. It can be used in identification of the user group, determination of needs, wants and demand of each user group, fulfillment of the same through designing and delivering appropriate information product and services. In each and every college the library plays key role for development of professors, students, researchers in terms of knowledge navigator. Today in the information age the information explosion is very fast. In every movement new information are produced, and it is difficult for the college library to focus on providing the best services possible, and be willing to change to serve its users. Library and Information Science Centres generally exist in relation to their parent organization. They are viewed as a subsystem of the main system. Hence TQM will find its way in the subsystem only when there is such an orientation in the main systems itself. Within the subsystem, the approach has to be accepted by all the Library and Information Science staff involved rather than leaving it to the domain of any public relation staff like circulation and reference. Benefits of TQM for College Libraries: -

a. TQM reduces bureaucracy, empower staff and create a team base culture, which is keenly desired for college library.

b. TQM implementation in the library enhances the image of a library.

c. TQM helps to detect defects and focuses on practices that identify potential defects to prevent them from occurring.

d. TQM helps in libraries improves the image of the library staff and helps in public relation

e. TQM helps for development the qualitative library collections.

f. TQM help us to maintain qualitative library and information services.

g. TQM help us for meeting users‘needs and expectations in an appropriate way.

h. TQM empower staff members to develop a sense of self determination.

i. TQM breaks down inter sectional barriers in a library and promotes co operation and team work instead of competition.TQM reduces grievances among employees and increases general productivity.

j. Quality of service ensures courtesy, attitude, helpfulness, and treatment of users with respect.

k. Any positive actions can be taken with the use of common sense, general knowledge, public relation skill, ready with and an intention for overcoming any difficulty that may arise.

Tools and Techniques of TQM in College libraries:-

Steps in TQM:- If a college library wants to implement TQM, the following steps should be taken Phase I: Taking decision in favour of TQM Steps 1 – Exploration Steps 2 – Decision to implement TQM Phase II: Organizing for quality (prepare) Steps 3 -- Leadership Planning

a. Organizational Behaviour

b. Understanding Users

c. Vision and guiding principles

Phase III: (Start up) Steps 4 – Identifying services, users Steps 5 – User‘s survey Steps 6 - Identifying and measuring critical processes Steps 7 – Initial pilot project Team Steps 8 – Training of team members Phase IV: (Evaluation and Expansion) Steps 9: Creating a TQM strategic plan Steps 10 – Divisional / departmental planning

Flow Charts: - It is one of the simplest methods of describing the complete operation steps by step. Symbols are used for the Flow Charts.

i. Operation occurs when an object is intentionally changed in any of its physical or chemical characteristics- an operation adds value to the product.

ii. Transportation occurs when an object or a person moves from one location to another, excepts when the movement is part of the operation.

iii. Inspection occurs when an object is verified for quality or quality in any of its characteristics.

iv. Delay occurs when an object or a person waits for the future action.

v. Storage occurs when an object is protected against unauthorized removal.

Histograms: - Histograms are visual representation of the spread or distribution of data. They are also called ‗frequency distribution‘. In histograms the information is represented by a series of rectangles or bars which are proportional to groups of data. Histograms also illustrate the various measures of central tendency, the mean (average), mode, and median. So, histogram can show how the data are spread out or dispersed. It may also suggest the ways of keeping a process in control. To make a histogram one draws a grid, defines a target for intended performance and then marks the actual performance level.

Run Charts: - A run chart is a line graph which illustrates how a process changes over a period of time. It is an effective tool for presenting data.

Measuring Qualities of Library Services

The important measuring tools and techniques are

a) TQM (Total Quality Management)

b) SERVQUAL

c) LibQUAL

The TQM is one of the techniques used for the improvement and maintenance of quality or performance of the library. It is to provide the right information to the right users at the right place and time and also at the right cost. The most important components of TQM in a library are:

• Benchmarking

• Performance Measuring and Monitoring

• Qualification and experience of staff.

Benchmarking is a process of comparing the operations, products and services of a library with a library doing quality processes and offering quality products and services to the users. Performance measurement is necessary to identify the problems, if any and find out new ways for improving the products or services. It requires both qualitative and quantitative data.

The major performance indicators of the library functions are:

Acquisition: Efficiency, effectiveness, cost productivity.

Classification: Accuracy, Time factor, cost.

Cataloguing: efficiency, Time effectiveness.

Technical Processing: Efficiency, effectiveness, cost productivity.

Collection Management: efficiency, ease, accessibility, effectiveness.

Quality of service depends on quality and experience of staff.

The TQM supports user education, sufficient and convenient technical infrastructures.

SERVQUAL is the most popular assessment tool of service quality. It is designed by the marketing research team of Berry, Parasuraman , and Zeithaml. SERVQUAL evolve a set of five dimensions

to assess the service quality [1,2]-

i) Tangibles: Appearance of physical facilities, equipments, personnel, and communication materials.

ii) Reliability: Ability to perform the promised service dependably and accurately; giving correct information asked.

iii) Responsiveness: Willingness to help users and provide prompt service making new information available.

iv) Assurance and empathy: Knowledge and courtesy of employees and their ability to convey confidence to users. It involves politeness, friendliness, skill to provide information.

v) Access: It means there are adequate staff and equipments as well as hours of operation.

Location of library is central and convenient.

vi) Communications: It involves understanding the users’ needs precisely, provision of user education, teaching library skills to users, the use of language understandable to different categories of users.

vii) Security: It involves physical safety within the library, and keeping library dealings secured.

LibQUAL + is a library service quality measurement tool based on the SERVQUAL models of assessing service quality. It is standard survey instrument used in many libraries.It is a tool measuring users’ perception of service quality and identifies gaps between desired, perceived and minimum expectation of services .LibQUAL +TM 2002 is the latest version to listening the users

The concepts of quality based definitions reveal two important dimensions i.e. customer satisfaction and continuous improvement. Consequently, we used a new definition of quality in terms of “customer focus”. In the context of the academic library and information service sector, it can be described as:

Q - Quest for excellence of knowledge

U - Understanding the user's need

A - Actions to achieve user's demand

L - Leadership quality for Librarian

I - Involving all staff

T - Team spirit in achieving common goals

Y - Yardstick to measure progress

APPLICATIONS OF TQM IN LIBRARIES

This definition is apt and offers Application of total quality management (TQM) in academic library and information services in the new millennium. Libraries adapted management practices simply to give their best in the form of services, products and consultations. Application of TQM is to identify service improvement techniques for an academic library systems and services. Implementation of TQM in academic library and information services requires change in the mental frame of the employees as well as the executives of the library; customer segmentation in terms of their needs; service strategy to each user segment within library constraints; and the last but not the least, support from the top management of the academic library is must without this the quality can’t be improved. Thus, implementation of TQM requires a changed attitude of employees towards their work. Each employee has to contribute his or her best for achieving the objectives of the department which, in turn, are driven by the objectives of the library. Everyone has to work hard to meet and exceed the user's requirements for literature and information. The whole philosophy of working environment has to be changed by introducing effective policies and procedures. Successful implementation of TQM requires deciding on the customers to whom a academic library aims to serve, assessing their needs, and deciding on the services, the academic library has to provide to each segment of user's, keeping in terms of finance, staff, documents, and databases. In a TQM effort, all members of an organization participate in improving processes, products, services, and the culture in which they work. The meaning of TQM is customer satisfaction through product or services. The customer in the academic library is user / reader / student. The primary purpose of academic library is to support the teaching, research and other academic programs of its parent organization. A academic library is a part of a service organization which delivers personally to the customers. TQM is at present not emerging as one of the management technique, but also felt very essential by several organizations and disciplines. Sirkin, suggests some ways a library might use the principles of TQM to enhance library and information services.

a) Create service brochures and information kits

b) Conduct a user survey about library and information services.

c) Improve signage

d) Change hours of operation

e) Provide a more convenient material return.

f) Simplify checkout of material

g) Use flexibility in staff assignment

h) Co-operate with local government.

i) Ask vendors to give products demonstration

j) Give new staff a through orientation.

k) Create inter departmental library advisory groups.

l) Improve the physical layout of the library.

m) Track complaints

n) Develop an active outreach programme.

o) Open satellite offices

p) Publicize new or changes services.

q) Develop user and staff training materials

r) Target services o specific groups.

s) Offer electronic document delivery.

BENEFITS OF TQM IN LIBRARIES

TQM leads to a synergy of benefits. Libraries that had TQM processes were better performers that those that did not have TQM processes in place. The study indicated that these libraries have improved employees relationships and retention, improved operating processes, greater customer satisfaction and increase market (Eriksson, 2003).

This was because libraries empowered all levels of management, including self management at customer level; this was done to manage quality systems, improved quality ultimately resulting in decreased costs and increased productivity. The benefits of TQM are shown below (Nagaprasad, H. and Yogesha, B. 2009):

a) Benefits for the organizations:

 Quality improves defects fall

 Staff is motivated

 Problems resolved faster

 Productivity increases

 Cost reduction

b) Benefit to the customer

 Fewer problems with the product of service

 Better customer care

 Greater satisfaction

c) Benefits to the staff

 Empowerment

 More training, more skills

 More recognition

 BEST PRACTICES FOR IMPLEMENTATION OF TQM IN LIBRARIES

Successful implementation of TQM program in libraries can be achieved by adopting a set of TQM best practices. For effective implementation of TQM and better results, following steps are identified:

a) Effective leadership

b) Customer satisfaction management

c) Building quality culture

d) Developing high performing processes

e) Improving product quality and reliability

f) Creativity and innovation

g) Building supplier partnerships

h) Continuous improvement through measurement of quality

i) Eliminating root causes of important failure costs.