Quality - Clients - Quality
Quality is a concept that has evolved over time, as required at the time Historical, transitioning from the control stage to the management Of the same. Firstly, it was aimed at controlling the quality of finished products, then during the Second World War this control began to be carried out using statistical methods, originating what was statistical quality control.
Greater importance was later attached to human factor and to the final customer, but over time, quality began to focus on satisfying customer expectations, who ultimately determines whether the product or service really meets their requirements, being the center of business activity.
For this reason, the satisfaction of their desires and needs must be the objective of the entire business structure inserted in the market. In this sense, the Services Triangle, also applicable to production, offers an explanation:
The focus must be the client, the strategy outlined must have as a philosophical approach the client and his needs, and for this to be achieved, competent personnel must be available, where all members of the The organization, and not only those who serve it directly, have an impulse towards the center, are aware of the proposed strategy and depend on the system logically derived from it that can guarantee that the services with the required quality are carried out.
As a consequence of the constant and abrupt changes in the competitive scene, which is increasingly crowded, quality today is not only an essential requirement of the product or service, but a key strategic factor to guarantee the survival, growth and profitability of an organization. long term.
El success currently requires the adoption and permanent improvement of a Efficient of Quality, whose philosophy provides the organization with a global concept aimed at continuous improvement and satisfaction of all parties involved, with the customer being the highest priority in the strategies to be developed. In this sense, the satisfaction of it becomes the backbone of all business activity
A system of Efficient of Quality in operation creates the basis for making strategic “Based on knowledge”, provides an optimal understanding among stakeholders and achieves an increase in the success of the company through the decrease of costs by failures, thus optimizing the performance of the organization.
Precisely, Total Quality as the most evolved stage of the term quality, is a system of management business capable of guaranteeing the above. "CTC or Quality Control throughout the company, simply means that every individual in each division of the company must study, practice and participate in quality control." (Ishikawa, 1989).
According to Idalia Romero: “Total Quality means for a company to produce a value perceived by the market superior to that of its competitors. The term Excellence is then introduced, with the aim of identifying a superior state in quality management:
The Management of Excellence is not limited to satisfying the client as he expected it, but quite the contrary, it aims towards the fulfillment of the expectations above what was expected, so that it is possible to surprise him with the calls "unexpected values”, By achieving customer satisfaction greater than the level of expectations.
In this sense, the development of quality-focused business strategies involves defining the entity's objectives in a way that ensures value creation for its clients, so that their requirements must be reconciled with the company's capabilities. , where the measurement of satisfaction is the feedback route to evaluate and validate the fulfillment of the requirements and the efficiency in the processes for quality given.
The work for quality and excellence, then, becomes very important, because it becomes the fundamental competitive weapon, which allows different organizations to differentiate themselves, displacing competition by Prices to a second order of importance.
Due to the relevance and importance that the term of quality was gaining in the business world, the ISO 9000 emerged: family of norms established by the International Organization for Standardization (ISO) applicable in any type of organization (production company, company of services, administration public ...), and developed in order to provide a regulatory framework around which a quality administrative system is effectively based.
The norms constitute a pattern, or criterion to follow, in order to define the standards of products or services at an international level. For any organization being certified constitutes a cover letter and a guarantee for customers. The ISO 9000 of 2000 standards establish the following requirements for the implementation of a Quality Management System:
Approach to customers
Organizations depend on their clients, as they are the ones who judge their performance and determine the position of each one in the market. Therefore, it is vital to understand your current and future needs, meet your requirements, and strive to exceed your expectations. It must become an obsession to serve and exceed the needs and expectations of your customers in order to earn their loyalty.
Therefore, it is not enough to eliminate the motives or factors that generate dissatisfaction in customers, it is necessary to assume a proactive attitude towards the identification of those attributes that offer additional value that delight them. This philosophy must be extended to all levels of the organization, so that everyone is involved in order to create a synergy, capable of absolutely guaranteeing the constant achievement of this objective.
But to know what customers need and want, it is necessary to know them fully. To do this, the market must first be segmented into homogeneous groups, since not everyone has the same needs and expectations, to later investigate what constitutes the present and the future, this means that you must know how to listen to the voice of the customer.
Studies to find out the voice of customers should not be carried out in an isolated or sporadic way, but should be done in a planned and systematic way, because as a result of the great diversity and extension of today's markets, each time clients are more demanding and perfectionists. Thus, their requirements do not remain static over time, but their ever-changing pace accelerates more and more.
Only by constantly knowing how the performance of the organization is being appreciated, and how it is perceived in relation to the competition, will you be fully able to take precise and accurate actions that lead to higher levels of satisfaction. Otherwise you run the risk of blindly traveling down an endless road, where only momentary achievements are made.
The great challenge for existing companies is to achieve excellence, in order to achieve more and more satisfied customers with their performance, so that they must be permanently not only detecting and correcting those factors that may alienate the product / service from what the client expects but must exceed their expectations. Obviously the above constitutes the only way to grasp them firmly.
The search for excellence, then becomes a way of life, becoming a permanent goal in the minds of those companies that seek to distinguish themselves in the market.
Obviously, the strategic importance of the customer approach is exposed, of keeping it in the spotlight, of constantly consenting and understanding it, since it constitutes a reliable source of improvement.
A customer-oriented organization offers quicker and more flexible responses to market opportunities than another whose ultimate goal is not customer satisfaction, and is more efficient in the use of resources, while managing to increase customer loyalty. themselves.
In this sense, “IBM has as a philosophy to treat each of its clients as if they were not yet and they need to earn it as a future client. Frequently, they try to simulate the situation that would occur if the following day they lost all of their clients, and they exercise efforts to avoid it ”
Leaders establish unity of purpose and direction of organization direction. Senior management is responsible for creating and maintaining an internal environment, in which company personnel are fully involved in achieving the organization's objectives.
The human component is the essence of an organization and the bearer of its success. The full involvement of the latter enables their skills to be used for the benefit of the organization. To achieve satisfied customers and eager to return, you must have highly motivated and able to do so.
A desired result is achieved more efficiently when activities and related resources are managed as a process.
System approach to management
Visualizing the entity as a whole makes it possible to: identify, understand and manage the interrelated processes as a system, an approach that contributes to the effectiveness and efficiency of an organization in achieving its objectives.
Only through continuous improvement of processes and products / services are able to increase customer satisfaction. Organizations must constantly be on the lookout for opportunities that allow them to optimize their performance, being the only way to survive in an increasingly competitive market.
Factual approach to decision making
Effective decisions are based on Insights of data and information: sources of innovation and improvements.
Extremely beneficial relationships with the provider.
An organization and its suppliers are interdependent. Performance impossible optimum if you do not have good quality inputs and raw materials. Obviously, a mutually beneficial relationship increases the ability of both of you to create value by providing multiple benefits.
Given the relevance of quality management with excellence, national and territorial institutions have developed their own mechanisms to achieve Models of Excellence. These models constitute a set of criteria associated with Quality Management integrated among themselves and used as a reference for the creation of awards, which stimulate successful organizations to generalize these practices.
The institution and the granting of Quality Awards, both national and regional, in accordance with increasingly demanding requirements, have become an international practice aimed at promoting and showing excellence in the management of organizations.
This internationally spread practice has provided favorable results in the motivation of organizations in the search for efficiency and competitiveness on the basis of a Total Quality Management Model, identifying and recognizing those leading companies for the success achieved in business management and of quality, on a frank path towards Excellence.