Customer‐driven strategies: Moving from talk to action

For their presentation, Tom Keiser and Doug Smith discussed the problems many companies encounter in implementing customer‐driven quality programs. The format of this summary attempts to present the exchange of ideas between Keiser, president of The Forum Corporation, an international training and consulting firm which specializes in helping companies achieve superior performance by becoming customer‐driven, and Smith, president of Kraft General Foods Canada Inc., which struggled with the implementation of a customer‐focused total quality management program.