If your reputation for quality is horrible, there is only one choice--fix it. But to reach that one choice, you must first be willing to accept the feedback that your reputation for quality is poor. This is a hurdle for many organizations; they are dismissive of customer feedback, and say to themselves, "It is only a single case" or "customers are not willing to pay for quality." I know of three organizations that have met this challenge head-on and done something about it...
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