For the optimal results of benchmarking to be reaped, the inputs and outputs need to be redefined; the activities chosen should be measurable and th… Determining aspects of the company:. for online college courses for business management. Six Sigma: The role of goals in improvement teams. The data and information collected and analysed as part of a self-assessment can be used in a Process benchmarking is a type of benchmarking that involves a company (initiator firm) to collect information regarding different processes from the firm that has the better processes (target firm). Benchmarking Definition: Benchmarking is referred to as the process by which an organization measures their products, services, and practices against its most difficult competitors, or those organizations recognized as leaders in the same industry. In more conventional terms, benchmarking can be defined as measuring your performance against that of best-in-class companies, determining how the best-in-class … Additionally, the Company constantly seeks to achieve steady communication with its customers and also earn great feedback from them in order to continually improve their stores and services. It involves drawing out a sample of products from the whole ... Strategic planning regarding quality is a very important part of management. Amazon believes in establishing and maintaining  long-term relationships with its customers in order to encourage repeat visits and buying, and even earning customer referrals. (Al-Ibrahim, 2014). It defines the comparison of a default in an organization to its thriving competitors’ process. Enhances a TQM program. (2006). Retrieved August 3, 2016, from http://www.telegraph.co.uk/finance/personalfinance/11103540/the-100-best-and-worst-companies-for-customer-service.html, General Electric. And since the major problem Sports Direct is facing is its customer support process, employing Six Sigma will help the organization promote and improve its return policy and also the approach in which customers answer customers. Some limitations to Six Sigma are based on the metric associated with the tool. This paper aims to demonstrate the benchmarking process of the customer support provided by Sports Direct against Amazon’s, and how Six Sigma can also be used to achieve best performances. According to The Telegraph, Sports Direct ranks 77 in the list of the top best companies to provide great customer service which is a very low rank in the industry. Benchmarking measures an organisation’s products, services and processes, to establish targets, priorities and improvements, leading to competitive advantage and/or cost reductions. 3. (2014). The product or services provided by an organization satisfy its customers. Benchmarking, benchlearning and benchaction is not a one-time project. It is important that an environment which supports a quality culture is created and it requires a systematic and structural process. Retrieved August 3, 2016, from http://www.usatoday.com/story/money/business/2015/07/24/24-7-wall-st-customer-service-hall-fame/30599943/, Sports Direct. 2015’s Customer Service Hall of Fame. Retrieved from http://pubs.sciepub.com/jbms/2/6/1/, Javis, R. (2016). An excellent example of this would be Toyota who don’t just use a singular tool but rather a variety of tools based around their Total quality system. The process that are compared are not necessarily the technical process. (Kelessidis, 2000) Moreover, the need to think “outside the box” for ideas for the improvement of an organization requires looking out or sourcing for information outside of the company in order to improve the company. Studies have shown that Sports Direct continuously works to improve their customer support and services at all levels within the group, but there is a need for more emphasis on benchmarking this process. Retrieved August 3, 2016, from isixsigma/new-to-six- sigma/getting-started/what-six-sigma/, What Is Total Quality Management Principles. This is because Six Sigma takes into consideration the processes involved in the production of a product as well as the finishing of a service, not just its final outcome. The need for continuous improvement. (General Electric, 1999). IN TQM Presentation by:. These strategies have been enlisted from various authors. United States Securities and Exchange Commissioin. Therefore, to assist “Sports Direct International Limited” on the improvement of their customer care a new tool has to be used. Benchmarking is the systematic comparison of organizational processes and performance to create new standards or to improve processes. Hence, the Six Sigma tools. During Step 1 and 2, management’s goals and support for the study must be firmly established. Benchmarking enhances innovation by requiring organizations to constantly scan the external environment and to use the information obtained to improve the process. Total quality management (TQM) is an ongoing process of detecting and reducing or eliminating errors. If product and services meets or exceed these expectations from time to time, this will be called as quality products and services. Japanese affiliates were selling better quality copies for less than the manufacturing costs of similar products in the USA. Why benchmarking?3. The extreme difference between Business Process Reengineering (BPR) and Total Quality Management (TQM) lies in where you start from, and also the magnitude and rate of resulting changes. 2. Such processes would generally command a high cost, volume or value. This emphasis, according to Charintimath (2003), requires the use of TQM tools to measure and effectively put a solution to customer satisfaction within the management to avert the organization from losing its customers or clients. Form a cross-functional team. (“Sports Direct History”). Management of quality is possible. Benchmarking in essence is a crucial component of the TQM process by which a company evaluates and compares its strategies, products, and processes with that of the strongest competitors or the best. The process … Sports Direct International PLC has been a renown British retailing organization established since 1982 by Mike Ashley. 3.0. Thus benchmarking is a … According to Zailani et al., (2008) implementing or using benchmarking is as a result of the need to consider where an organization is, how good they have to be, and what is needed to be done to get to where they choose to be. (Linderman et al., 2003, p. 194; Fursule et al., 2012) Additionally, Six Sigma supplements for the barriers of Benchmarking through helping quality control based on the fact that Six Sigma is customer driven. Retrieved August 3, 2016, from https://www.trustpilot.com/review/www.sportsdirect.com, What Is Six Sigma? Choose an issue critical to the organization’s success. Additionally, since customer service is within management control, there is more emphasis on the role of customers or clients in TQM. Comparing results to an industry with which you do not compete directly … A firm can compare its processes with the best practices and pinpoint where it lacks behind and what can be improved in order to compete well in the industry. For instance, the processes that merit such consideration would generally be core activities that have the potential to give the business in question a competitive edge. Over the years, the concepts have morphed into various business tools, including the TQM that is now a comprehensive tool used by almost all major firms in the Western world. Prior to engaging in benchmarking, it is imperative that corporate stakeholders identify the activities that need to be benchmarked. These ideas have been modified over the years and it was done for the sake of improving the quality of service for customers for their satisfaction. In addition to this, Amazon provides customers with telephone  services, therefore, users or customers can access the customer service representatives through the telephone 24 hours a day, and 7 days a week. Sometimes, the work on items or products does not start right away. Benchmarking is a popular method for developing requirements and setting goals. Six Sigma is a simple measure or evaluation of the quality that tries to near perfection. In a simpler term it defines, measures, analyze, improve, and control. Total Quality Management (TQM) is an approach that seeks to improve quality and performance which will meet or exceed customer expectations. The Juran 7-Step Benchmarking Process has been developed over many years by the Juran Institute. Process benchmarking is a type of benchmarking that involves a company (initiator firm) to collect information regarding different processes from the firm that has the better processes (target firm). Retrieved from http://www.ge.com/sixsigma/sixsigma.pdf. Michael B. Sauter, Thomas C. Frohlich, & St., S. S. 24/7 W. (2015, February). The organization that will be benchmarked against is Amazon. Advantages and Disadvantages of Total Quality Management. (Jopson, 2011) In offering goods for sales, Amazon takes its customer services as a top priority. The major area that needs to be improved is the area of customer service and supports. What is total quality control the Japanese way. Process benchmarking: It is a type of benchmarking, the employee of the organization would demonstrate how other top-performing organizations would perform the same task. Retrieved August 3, 2016, from http://www.sportsdirectplc.com/~/media/files/s/sports-direct/annual-report/annual report 2015 – final.pdf, Sports Direct. According to Fursule et al., 2012, Six Sigma is targeted at metric, which hence, directly impacts the design and process management of products/services. Functional benchmarking. Sports Direct also operates under low margins. Process benchmarking is done by collecting information about other company’s strategies through research, visiting the sites, through workshops conducted by other companies. According to Amerinet Inc. (n.d.), benchmarking can be done internally, externally, or a combination of both. 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