Goal: this research aims to deploy TQM in the new customers area of an electricity distribution company, located in Campos dos Goytacazes (Rio de Janeiro), based on three management pillars: guidelines, processes and routine. Design / Methodology / Approach: the nature of this work is applied research, with a qualitative problem approach, characterized as exploratory, using case study as a technical procedure, with data collected between april and september of 2015. Results: the performed methodology allowed a reduction of both "orders after deadline" (12%) and "unproductive visits" (22%) indicators. Limitations of the investigation: the research presented limitations, first, because of the resistance of some employees during the tools implementation and second, the methodology was implemented only in a sector of the company. Practical implications: the study was based on indicators and targets already used by the company. It was proposed and implemented an anomalies analysis and tools such asthe PDCA cycle, Pareto and Ishikawa diagrams, 5W1H, and Standard Operating Procedures. Originality / Value: there is little research with emphasis on TQM, especially when referring to an analysis using three levels of management (guidelines, process and routine) in the Brazilian electricity sector.
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