Quality #1: Quality is a long term differentiator

by Tanmay Vora on November 9, 2009

This is the first part of a 12-part series titled ‘#QUALITYtweet – 12 Ideas to Build a Quality Culture’. This series will provide 12 relevant insights on how organizations can improve their quality culture through people, processes and leadership.

Introduction to #QUALITYtweet – 12 Ideas to Build a Quality Culture

Relentless focus on quality helps you build a sustainable organization that delivers value – to customers and people working with the organization. Quality is a long-term strategic differentiator.

Yet, most quality models heavily focus on methodologies, metrics and complex processes. This series is a collection of 12 chosen tweets from my upcoming book #QUALITYtweet – 140 Bite-Sized Ideas to Deliver Quality in Every Project” and ideas that expand 12 tweets from the book. These insights will help you frame your quality strategy by effectively leveraging processes, people and leadership to build a customer-centric organization.

Moving on to the first QUALITYtweet…

#QUALITYtweet Quality is never a

short-term goal. It is a long-term


Quality is not a goal – it is a differentiator that can transform an organization into a remarkable one. If we study the anatomy of any process improvement or change initiative, it involves short term and long term objectives. Long term objectives generally map with organization’s vision and values while short term objectives are steps that lead to those long-term objectives. Yet, many organizations fall in a trap of setting short term improvement objectives that don’t map to any long term goals.

Here is a litmus test to identify if an organization’s quality goals are short term:

1)      Top management looks at processes as an overhead that can reduce overall efficiency of doing the “real stuff”.

2)      Quality Certification is seen purely as a tool to generate more sales, with no deliberation on how it can help improve efficiencies (and hence improve bottom-lines on a longer run).

3)      Quick and often unreasonable results are expected out of process improvement group.

4)      The question often asked is, “How can we correct this?” and not “How can we prevent this next time?”

5)      Process improvement exercise is triggered only when major problems are encountered.

It is said, “There are no shortcuts in life” – this adage aptly suits the quality improvement initiative as well. Process is a framework which people use to deliver quality products and services. Organization’s quality culture evolves when good people consistently follow a set of continually improving processes.

I have seen companies who perceive process implementation as a loss in immediate productivity because people will have to spend time in maintaining process artifacts. They miss a very important point that undefined and ad-hoc processes only lead to unpredictability of outcomes. It hurts organization’s brand. None of the process models including ISO 9001:2000 and CMM guarantees short term improvements. With a consistent effort and commitment from the top management, maturity of process happens gradually, just as we mature gradually as human beings.

Economists say that the best way to get good return from the stock market is to have an investment timeframe of a few years and not a few months. Short-term gains may be a stroke of luck – but luck is has never been a sustainable strategy! Same principles apply to your quality improvement initiative. Without a commitment to improve and long term thinking on processes, you may have successes based on individual heroism but never a sustainable model that delivers consistent quality.

Most successful organizations are built on a solid process framework. Companies that avoid power of processes soon hit the glass ceiling. People build the organizations and process helps organizations scale up smoothly.

Today’s marketplace demands that you consistently exceed customer’s expectations. You can run the organization on chaos or you can have systems that help you/your people become more effective. It is a choice that makes all the difference!

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