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(共24张PPT)
Chapter 7
Customer Driven Quality
and QMS
Introduction
Learning Objectives
Quality and its Relevance to CRM
Understanding Customer-Driven Quality
Quality Management
Quality Policy
Quality Objectives
Quality Management System
Quality Management System Standards
Quality Management System Principles
Quality System Documentation
Implementation of Quality Management System
Recap
Chapter 7 Customer Driven Quality
and QMS
After going through this chapter, the students will be able to:
Understand the concept of Quality and Quality Management
Understand concept of Continual Improvement
Explain Quality Management Systems (QMS) and its relevance to CRM
Understand the QMS and its implementation
Learning Objectives
CRM cannot be implemented without implementation of quality management system in the organization.
When we talk of quality, it can be in different prospective and context. We may focus of quality of product, quality of service, quality of a process or quality of the complete system.
In this Unit we shall understand the concept of quality and examine how quality can be managed.
Historically quality has been managed through inspections. But inspections like any audit are the postmortem and therefore have its own limitations.
Introduction
Organizations adopted the concepts like Quality Control, Quality Assurance and Total Quality Management to effectively improve the quality of product.
Now it has been established that quality can be managed by improving the quality of the complete system instead of particular product. If the quality of the system is improved, then the product and services, which are outcome of the system, will automatically improve.
Introduction (Contd.)
‘When you're out of quality,
…….. you're out of business.’
Quality and its Relevance to CRM
No CRM system will serve any purpose without focus on quality of product and service.
Proactive organizations are now taking more comprehensive and innovative approach to quality management.
The organizations have understood that CRM is the tool to generate and maintain relations and the quality of product/service is the core of this relationship.
Quality and its Relevance to CRM
Customer-Driven Quality
“Quality is never an accident; it is always the result of high intention, sincere effort, intelligent direction and skillful execution; it represents the wise choice of many alternatives.”
- William A. Foster
Quality Management
Quality Management involves all the activities of the overall management function that determine the quality policy and objectives of the organization and implement them by means of quality planning, quality control, quality improvement and quality assurance within the quality management system.
Quality Management
Quality policy is the explicit statement of the company showing its intention with regards to quality.
It is formally announced by the top management, however it should be formed with the involvement of all stakeholders.
A prerequisite to implement quality management is the clear setting down of the quality policy and quality objectives of the organization.
Quality Policy
Quality objectives are specific targets which are to be achieved within specified time period.
The achievement of these objectives is the end result of implementation of quality management system.
The quality policy depicts the intention and philosophy of the organization, whereas objectives initiate the action items.
For setting the quality objective the first step is to identify the key performance indicators which have impact on performance of product/service.
Care should be taken that these KPIs are measurable and their targets are achievable.
Quality Objectives
Quality Management System
International Organization for Standardization’s series ISO 9001: 2008 series of standards describe the standards for QMS addressing the principles and processes surrounding the design, development and delivery of a general product or service.
Organizations can participate in a continuing certification process to ISO 9001:2008 to demonstrate their compliance with the standard, which includes a requirement for continual (i.e. planned) improvement of the QMS.
The ISO 9001 is a series of standards on Quality Management System, which can be adopted by all types of organizations.
Quality Management System Standards
Customer focus
Leadership
Involvement of people
Process approach
System approach to management
Continual Improvement
Fact based approach to decision making
Mutually beneficial supplier relationship
Quality Management Principles
Process Approach
Quality System Documentation
QMS Implementation
The various phases of Implementation will be as follows:
Start-up and planning
Documentation
Implementation
Internal Quality audit and stabilization
Certification
QMS Implementation
Organizations have to create customer-focused orientation throughout the organization.
The customer orientation without focus on quality being delivered to the customer has no meaning.
Instead of focus on one process or the product, the quality attainment demands focus on all the processes in totality, so that the stated needs of the customers can be fulfilled. This can be achieved by implementation of Quality Management System (QMS) principles in letter and spirit and not just only for certification.
Recap
QMS principles have been standardized by International Standards organization (ISO) and the latest standards ISO 9001: 2008 have been discussed in this unit.
The requirements of the documents and implementation process, including the certification and its maintenance has been described. Customer focus, Leadership, Involvement of people, Process approach, System approach to management, Continual Improvement, Fact based approach to decision making and Mutually beneficial supplier relationship are basic core principles and philosophy of QMS.
Recap (Contd.)

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