Why Improving Quality Doesn't Improve Quality (or Whatever Happened to Marketing?)
指出许多质量改进项目失败是因为只关注内部流程而忽略了客户，建议通过围绕管理流程收集客户满意度数据，将外部客户与内部管理连接起来。
Too often, quality programs fail to improve quality because they concentrate on internal processes which do not affect the customer. This is at least partially due to the alienation of marketing from the quality movement, a situation for which both sides are partially at fault. Ideally, marketing should serve as the eyes and ears of the organization, linking the external customer to managerial processes. One way to do this is to organize the collection of customer satisfaction measures around the managerial processes themselves. This forms a natural bridge from the customer to management and allows management to track the impact of quality improvements all the way from internal process measures to overall customer satisfaction and market share.