The problem can arise because, over time, elements (for example, people or processes) involved in a service can change, thus jeopardizing both the actual service quality and the understanding of customers’ needs. A TQM approach stresses the need to continually appraise both aspects and to invest in training so as to ensure the consistent management of quality continuously. In this way, a cruise company can focus on identifying what the customer wants and then aim to provide that within a defined budget.