Why quality is important and what your organisation can do (Re-Mastered)

Here’s a summary of what we’ll be looking at


How quality affects efficiency

How quality affects the Product

Customer engagement



The Chartered Quality Institute defines quality as “…an outcome – a characteristic of a product or service provided to a customer and the hallmark of an organisation which has satisfied all of its stakeholders…”

Of importance in this definition is the satisfaction of all the stakeholders.

This is even more so in today’s connected and competitive marketplace where missteps spread quickly. Brands live on their ability to consistently deliver as promised. This ability to deliver is a function of quality.

Taking this further, the concept of quality assurance lies in ensuring that the products or services being delivered meet the customer’s requirements, as wide as they might be. This is done by following a series of processes that cover the client’s needs, broken into emotional, psychological and technical aspects.

Putting it differently, to every cause there is an effect and when we reverse same, we find that for an effect of high quality, a cause of high quality is required.

Put quality in, and quality will come out. The impact of this concept becomes more critical as the projects become more significant, either from a perspective of cost or sensitivity. Some economic applications of quality assurance include:

How quality affects efficiency

Reorganising processes so that they align with an organisation’s strategic direction is a focus of quality assurance.

This reorganisation improves the firm’s time to market, resolution of customer complaints, improvement of staff morale and the consequent creation of an energized work environment.

This energized environment becomes the breeding ground for innovative solutions. In effect, profit rests on process efficiency.

How quality affects the Product

The improved processes adopted by have brought customers to a point where a high level of quality is expected.

Toll free numbers, personalised service, money back guarantees and instant replacements are all service and product quality standards regarded as commonplace in today’s business environment. Years ago, this was not so.

Customers don’t just want an item – they want the highest quality money can buy, and they want it as quickly as possible. And all this with a smile!

Customer engagement

The customer is the ultimate decider as to whether an organisation lives to see the next quarter.

While there exist businesses in which the customer doesn’t have a choice (think Utilities), many firms would do well to improve the level of quality experienced by the customer.

Every employee should have a working understanding of the customer’s psyche and how effective interactions add to the bottom line. Organisations should go beyond customer complaints and establish preemptive strategies for keeping the customer satisfied.

A quick survey of some of the strongest brands will show that customer engagement is considered a priority, not just at strategy meetings but at budget sessions too.

Having good processes, good products and engaged customers lead to healthy organizations. This in turn attracts and retains key talent, thereby making the organization better positioned on the competitive landscape.


Investments in quality should not be considered as a secondary use of resources where an organisation is thinking for the long term.

Costs avoided now, being assessed as ‘avoidable’ would be paid later in terms of defective market offerings and the attendant recalls, clients lost, and consequent brand depreciation.

The right investments should be made in time to reap the benefits of quality assurance.

More at http://bit.ly/29wjHg4

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