Quality Management and Quality Tools: Customers needs & expectations

Market scenario-

Quality of product or services as become a necessity for survival and also for growth of an organization in this global market. Quality is defined by end users in form of dimensions. They are-

Dimension	Product (eg. Car)	Service (eg. Car repair)
Performance	Everything works, fit and finish	All work done at agreed price
Aesthetics	Ride, handling grade of material used interior design soft touch	Friendly, courteous, competency, quickness. Clean work/ waiting area
Special features	Leather air vent, CD player, infotainment pack etc.	Fix the problem efficiently, quick services, follow ups and call when ready etc.
Reliability	Infrequency of breakdowns	Work done correctly, ready when promised
Durability	More mileage, resistance to rust and corrosion	Responsiveness, willingness to help customers
Perceived quality	Top rated and luxurious car	Award winning service
serviceability	Handling of complaints and /or request for information	Handling of complaints

Challenges with service quality-

- Customer expectations often changes

- Different customers have different expectations

- Each customer contact is a “moment of truth”

- Customer participation can affect perception of quality

- Fail-safing must be designed into the system.

Benefits of quality

1. Higher customer satisfaction

2. Reliable products and services

3. Best efficiency of operations

4. More productivity and profit

5. Better morale of workforce.

6. Lesser rejections and reworks.

7. Less inspection costs.

8. Improved processes

9. More market sales

10. Spread of happiness and prosperity

11. Better quality of life for all

12. Assured job of employees.

How to quantify quality ?

Quality of product or service desired by any customer is quantified by quality characteristics which are basically 2 types-

1. Measurable quality (Quantitative)

2. Non measurable quality (Qualitative)

Measurable quality (Quantitative)- is referred to the quality of product or services which could be measured. Example- any dimension, chemical composition, height, weight, thickness, viscosity, hardness, temperature, pressure, MTBF, MTTR etc. They are two inseparable parameters: Average and Variability.

Non-measurable quality or attributes (Qualitative)- is referred to the quality of product or services which couldn’t be measured. Example- Hue, flavor, taste, beauty, print peeling, scratch, crack, leakage, satisfaction, etc. They have only one parameter: proportion or percentage.

Myths and Realities of Quality-

Myths	Reality
Is costly	Is an investment to reduce long term cost.
Is mundane in inspection	Is diagnostic, corrective and preventive action
Problems are due to workmen	Problems are 80% due to management
Is QA manager’s job	Is everyone’s job. Primarily of those who produce and Secondarily of support services
Hindrance to production	Increases number of goods for sale
Is impossible	Is just a mind set and is in our control.

Comparison of QC, QA, TQM and TQOM or WCM

Aspects	QC	QA	TQM	TQOM or WCM
Philosophy	Inspection	Compliance to standard	Prevention	Continual improvement at all spheres of activities
Approach	Segregation of good from bad. Product control	Process control	Pre-process control. (design stage)	Setting goals based on SMART principle and achieve them using PDCA cycle.
Responsibility for quality	QC Department	QA Department	Originating department	Companywide: Top management leading from front
Focus	Product	Manufacturing	External customers	All stakeholders
Benefits	Few	Consistency in manufacture	Ensures quality	Ensures growth and sustainability
Limitations	Does not address root causes of problem	Difficulty in interpretation for service sector. Still an inspection process.	Difficult in total employee participation	Changing the culture is still a problem.