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HBOK 1-588

Title Creative Thinking For Surprising Quality
Author(s) Paul E. Plsek
Source Quality Progress
Topic Listening to Customers

Performance Measurement

Performance Improvement

Abstract Understanding and exceeding the needs of customers is critical for quality management.  By using customer surveys and focus groups, organizations are asking customers to be creative on their behalf, but customer research alone does not result in the kind of innovation that goes beyond generating customer satisfaction to encourage customer retention.  Internal brainstorming sessions are often used to produce innovative ideas, but brainstorming is a weak tool.  Organizations need to innovate and deliver surprising quality through the use of directed creativity.  Directed creativity requires individuals and teams to use the basic mental processes of attention, escape, and movement to develop new ideas.  The approach goes beyond customer needs analysis in quality management.  Since quality is related to exceeding customer expectations continuously in the competitive market, creative thinking and innovation represent key competencies for quality advocates.  By using the basic concepts of directed creativity, practitioners can learn to think creatively when the need arises.
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Reference Code 1-588

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