TQM is getting a bad reputation not because of intent, but because of poor execution. The most common problems are the manner in which priorities are being set and an absence of rigorous measurements of results. Priorities are too often set on management's erroneous perception of key customer problems or on misinterpretations of data sources regarding customer reaction can provide conflicting data that must be handled by someone who knows how to interrelate the results. To effectively set quality priorities and respond to customer meeds, a company should inventory sources of data, determine the number of problems, identify what is important to the customer, develop a focal point and methodology to reconcile data, and track impact results monthly. Among the companies that have implemented effective TQM efforts are Apple, Avis Europe, Bank One Cleveland, Cathay Pacific Airlines, Ford Credit, and Toyota.