The Quality Management Movement

By:
Tophil O. Odoy
Consultant
UMI
0772-591457
0702-591457
owinodoy@yahoo.com

Session outline
Recap the Meaning of Quality
Typical quality management slogans
Why quality management?
Quality for Consumers Goods
Quality for Services
Quality from the Producer
The Pioneers
Deming
Demings Principles
TQM Principles
TQM through the Organization
TQM & external suppliers
TQM & Customer satisfaction
TQM in services
Quality Function Deployment for Services
Quality Improvement & the Human Factor

Typical quality management slogans

Quality is in the eyes of the beholder
Quality is for every body
Every activity/process carries a responsibility
Doing it right the first time - every time
Emphasize preventive action rather than corrective
action
Communication and cooperation: every body should
know the Needs, Demands & Expectations of their
internal customers and suppliers
Kaizen - continuous improvement
Jidoka - ??

Why quality management?

Because we dont always satisfy our
customers/stakeholders.
QM comprises all the actions for planning,
organizing, controlling and demonstrating the
quality related aspects in an organization.
Employees at all levels should be involved in
continuous improvement initiatives so as to
achieve corporate success of the
organization.

Quality & Strategy

An element of Strategy since the 1970s (Japan)

More choice & info to the consumer

Higher expectation for products & services
Emphasis on Reliability, Quality & Price (together)
Leading to the Value concept
Combination of Price & Quality
Quality at affordable Price

Key success factors (now integrated by most of the companies)

Combination of Chance & Opportunity
Central role of consumer (=> QFD) + Awareness (=-)
Strong Competition (from Japanese cars, multimedia &
electronic goods)

Quality for Consumers Goods

Fitness for Use (difference between specifications & actual

experience)

Quality of Design (imbedding quality aspects in Design)

Dimensions of Quality (consumer point of view)

Performance
Features (= the extra functions)
Reliability
Conformance
Durability
Serviceability
Aesthetics
Safety (+ environmentally friendly)
Other perceptions (brand name, advertising)

Quality for Services

Time & Timelines (How long to wait? Delivered on
time?)

Completeness (everything asked provided?)

Courtesy (how are customers treated by
employees?)
Consistency (each time same standards?)
Accessibility & Convenience?
Accuracy (rightly performed each time?)
Responsiveness (how suited are the reactions to
unusual situations)

Quality from the Producer

Quality of conformance (to specifications)

Design of the Process (# Product)
Equipment selection & maintenance
Materials
Training employees
Supervision
Control

Deming
14 Principles (see next slide)
Deming Wheel: Plan Do Check Act
Plan
Identify the problem
Make plan to solve

Do
Implement the plan

Act
Institutionalize.
Continue the cycle

Check
Assess the Plan
Is it working?

Demings Principles
1.
2.
3.
4.
5.
6.
7.
8.
9.

Create Consistency for

Improvement
Preventive Approach (#
inspection-rejection-rework)
Mass inspection => quality
Select suppliers on quality &
loyalty (# price alone)
Constantly & permanently
improve
Institute training
Institute leadership ( #
authority)
Make people feeling secure
(# fear)
No conflicting goals between
departments

10. Eliminate slogans etc..(only

telling to improve is not
working people must
ACT)
11. Eliminate numerical quotas
(degrade often other
indicators somewhere else)
12. Increase workers pride &
self esteem(better
supervision, design,
maintenance, tools &
materials)
13. Promote education & self
improvement (+modern
statistical control)
14. Take action (+ adapted
environment + involvement
of Top Management)

'TOTAL QUALITY MANAGEMENT - TQM'

A holistic approach to long - term success that views
kaizen in all aspects of an organization as a process
and not as a short - term goal.
The continuous process of reducing or eliminating
errors in manufacturing; streamlining supply chain
management, improving the customer experience and
ensuring that employees are up-to-speed with their
training.
TQM aims to hold all parties involved in the production
process as accountable for the overall quality of the final
product or service.
It further aims to radically transform the organization
through progressive changes in the attitudes, practices,
structures and systems.

TQM Principles
The customer defines quality & his satisfaction is
the top priority;
Top management must provide leadership for
quality (& ACTIVE involvement);
Quality = Strategic issue => Plan required;
Quality = Responsibility of ALL employees;
Continuous Quality Improvement (Kaizen);
Problems are solved by COOPERATION between
employees & management;
Emphasis is placed on Training, Coaching &
Education for all employees.

TQM through the Organization

Marketing & R&D

Define what the consumer wants /needs (=> QFD)

Engineering
Design meeting consumer requirements

Purchasing
Acquire high quality materials & components

Human Resource Dept.

Hires skilled employees + training & coaching

Management
Smooth flow of goods & information through he organization
Manage interfaces

Shipping
Prevents product damage during transportation
Ensure JIT

After sales
Provides services of quality

TQM & external suppliers

Outsourcing => suppliers become more & more
important for product /service quality
Trends
Reduce the number of suppliers
Partnering: relation based on mutual quality standards
Same TQM system (often) imposed to supplier +
certification by agreed body
Auditing the suppliers <> TQM performance
Co-design
Excellence awards delivered to the best suppliers

TQM & Customer satisfaction

A client satisfaction system is required
(Continuous) Survey of
clients satisfaction
Priority
Performance Image Benchmarking with key competitors

Preferably done by independent consultant (more

objective)
Feeds the QFD system for efficient quality
deployment within the organization

TQM in services
Services & Manufacture have same inputs but
different intangible outputs
Intangible = difficult to measure

Must be available (like a manufacture)

Defect free runs
No huge queues (=> + news, comics on screens)
Safe

But also convey emotions & satisfy faerie expectations of

clients, (i.e. ideal/utopian)
Key factors for services
Human factors
Timelines (duration, accuracy of predictions)

Quality Function Deployment

for Services
Procedures
for Components

Quality Checks

Client
Expectations

Components
of Service

Gap 1

Gap 2

Gap 3

Quality improvement & the Human Factor

The key to successful implementation
Consider employees as internal customers;
Address employees issues & fear of change;
Provide more responsibility => increase
satisfaction;
Provide additional training & coaching
Tools & statistical quality controls;
Participative problem solving; - QCs

Implement EI & EE (employee involvement.

employee engagement) programs;
Employees suggestion box
+ management support
+ reward if worthwhile

Write a well researched project paper concerning the

Coursework

re known
Quality Management Movementists (Pioneers) in the World.
Instructions to be followed:
Number of pages 4
Line-spacing 2.0 (double)
Font - type - Times New romans
Font - size -12
Number of text books minimum of 5
Number of websites minimum of 5
Good Luck!