Customer Relationship

Management-

Session 11: Basic concepts of Quality

Session 11: Basic concepts of Quality

Learning Objectives:
 Basic concepts of quality
 TQM
 ISO system
 What is quality Dimensions of quality
 Importance of quality
 QM vs QA
 Historical background
 Hierarchical structure
 ISO system
 TQM vs ISO 123
 Relation between TQM and ISo
BASIC CONCEPTS OF QUALITY

 QUALITY
 QUALITY CONTROL
 QUALITY ASSURANCE
 QUALITY MANAGEMNT
 TOTAL QUALITY MANAGEMENT
 ISO SYSTEM
QUALITY

is the totality of features and

characteristics of a product that bears
on it’s ability to satisfy the stated or
implied needs
What is Quality?
 User-based: “In the eyes of the beholder”
 Manufacturing-based: “Right the first time”
 Product-based: Precise measurement
Dimensions of Quality

• Performance
• Aesthetics
• Special features: convenience, high tech
• Safety
• Reliability
• Durability
• Perceived Quality
• Service after sale
Importance of Quality
 Lower costs
 Motivated employees
 Market Share
 Reputation
 International competitiveness
 Revenues generation increased (ultimate goal)
QUALITY CONTROL

is the operational techniques and

activities that are used to fulfill the
requirements for quality
QUALITY ASSURANCE

is all systematic and planned actions which

are necessary to provide adequate
confidence that a product or service will
satisfy the given requirement for quality.
QUALITY MANAGEMENT

is a systematic set of operating procedures

which is company wide, documented,
implemented and maintained while ensuring
the growth of business in a consistent
manner
TOTAL QUALITY
MANAGEMENT
 THE LATEST APPROACH
 IT IS THE PROCESS OF INDIVIDUAL &
ORG. DEVELOPMENT THE PURPOSE OF
WHICH IS TO INCREASE THE LEVEL OF
SATISFACTION OF ALL THE
STAKEHOLDERS
QM Vs QA
The Prime Focus of

Quality Management Quality Assurance

Achieving results that satisfy the Demonstrating that the requirements
requirements for quality. for quality have been (and can be)
achieved.
Motivated by stakeholders internal to Motivated by stakeholders,
the organization, especially the especially customers, external to the
organization’s management organization
Goal is to satisfy all stakeholders Goal is to satisfy all customers.

Effective, efficient, and continually Confidence in the organization’s

improving, overall quality-related
performance is the intended result.
Scope covers all activities that affect
the total quality-related business
results of the organization
products is the intended result
Scope of demonstration coves
activities that directly affect quality-
related process and product results
HISTORICAL BACKGROUND

 THE OLDEST TERM QUALITY

 QUALITY CONTROL

 QUALITY ASSURANCE (1970s)

 QUALITY MANAGEMENT
HIERARCHIAL STRUCTURE

 TOTAL QUALITY MANAGEMENT

QUALITY MANAGEMENT

QUALITY ASSURANCE
HIERARCHIAL STRUCTURE

 QUALITY ASSUR

GOOD MFG. PRACTICE

QUALITY CONTROL
ISO SYSTEM

 A SET OF QUALITY STANDARDS

GOVERNING THE DOCUMENTATION
REQUIREMENT OF A SYSTEM
 ISO 9001-2000
 ISO 14000
 ISO 17025
 SA 8000
TQM Vs ISO SYSTEM (1)
ISO 9000 TQM
NOT NECESSARILY DEFINITELY CUSTOMER
CUSTOMER FOCUSED FOCUSED

TECHNICAL SYSTEM & PHILOSPHY, CONCEPTS,

PROCEDURES FOCUSED TOOLS &TECHNIQUES
FOCUSED

EMPLOYEE EMPLOYEE
INVOLVEMENT NOT INVOLVEMENT
NECESSARY NECESSARY
TQM Vs ISO SYSTEM (2)
ISO 9000 TQM
LESS OR NO FOCUS ON CQI &TQM ARE
CQI SYNONYM
CAN BE ORGANIZATION WIDE
DEPATMENTALLY
FOCUSED
QUALITY DEPARTMENT EVERYONE
RESPONSIBLE FOR RESPONSIBLE FOR
QUALITY QUALITY
TQM Vs ISO SYSTEM (3)

ISO 9000 TQM

PRESERVES THE IMPROVES PROCESS &

STATUS QUO CULTURAL CHANGE
RELATIONSHIP B/W TQM &
ISO
MANAGING(STRATEGY, LEAQDERSHIP, COMMITMENT)

SUPPLIERS CUSTOMERS

PEOPLE
ISO 9000
ATTITUDE
BEHAVIOR
INVOLVEMENT
EMPOWERMENT