CASE STUDY: The customer knows best: AtlantiCare
“The firm chose to adopt a ‘plan-do-check-act’ cycle, revealing gaps in staff communication – which subsequently meant longer patient waiting times and more complaints. To tackle this, managers explored a sideways method of internal communications” this can be regarded as an act of communicating for quality.
Briefly discuss the procedures followed when communicating the quality strategy and elaborate on the requirements that must be met by the directive. (12 marks)
When communicating the quality strategy, there are several procedures that must be followed. These procedures ensure that the strategy is effectively communicated and understood by all relevant stakeholders.
1. Internal communication planning: A clear plan must be developed that outlines the objectives of the quality strategy communication, the target audience, the key messages, and the channels that will be used to communicate the strategy.
2. Identifying key stakeholders: It is important to identify the key stakeholders who need to be informed about the quality strategy. This may include employees, managers, customers, suppliers, and regulatory bodies.
3. Tailoring the message: The quality strategy communication must be tailored to the specific needs and interests of the different stakeholders. The message should be clear, concise, and easy to understand.
4. Choosing the right communication channels: The communication channels used to convey the quality strategy should be carefully chosen to reach the target audience effectively. This may include face-to-face meetings, email, intranet, posters, or newsletters.
5. Providing regular updates: It is important to provide regular updates on the progress of the quality strategy to keep stakeholders informed. This can be done through status reports, team meetings, or newsletters.
6. Seeking feedback: Feedback from stakeholders is crucial for ensuring the effectiveness of the quality strategy communication. It provides an opportunity to address any concerns or questions and to make improvements if necessary.
In addition to following these procedures, the directive for communicating the quality strategy must meet certain requirements. These requirements include:
1. Clarity: The directive must be clear and easy to understand. It should clearly outline the objectives, key messages, and expected outcomes of the quality strategy.
2. Consistency: The directive should be consistent with the overall goals and values of the organization. It should align with other communication efforts and paint a coherent picture of the quality strategy.
3. Relevance: The directive should be relevant to the target audience. It should address their needs, interests, and concerns and demonstrate how the quality strategy will benefit them.
4. Accessibility: The directive should be easily accessible to all stakeholders. It should be available in multiple formats and languages if needed. The communication channels chosen should be accessible to all stakeholders.
5. Two-way communication: The directive should encourage two-way communication. It should provide opportunities for stakeholders to ask questions, provide feedback, and share their perspectives on the quality strategy.
By following the procedures and meeting the requirements, the communication of the quality strategy can effectively engage stakeholders and ensure their understanding and support for the strategy.