Quality as a competitive strategy: Keys to successful business management

Introduction

The constant search for competitive advantages has led companies to recognize quality as an essential tool in their strategy. Quality is no longer considered simply as the absence of defects, but as an element that adds value, builds customer loyalty and positions the company in a privileged place in the market. In this context, the need arises to understand the strategic role of quality and how proper management can generate a sustainable competitive advantage.

What is quality?

It refers to the capacity of an object or service to satisfy the needs, according to the implicit or explicit parameters, of companies and consumers. The concept of this term is usually very subjective, because it can change according to the perceptions that each person has.

In the industrial context it can be defined as a process by which companies try to guarantee the maintenance or improvement of product quality. This requires the company to create an environment in which both management and employees strive for perfection by establishing a culture of quality, staff, use of standards and processes, and continuous improvement.

What is a quality management system (QMS)?

It refers to the action of collecting, organizing, controlling and sharing information in an organization and the technology used to manage those processes, so that an organization develops and delivers high-quality products or services to customers. Their goal is to drive stakeholder satisfaction and meet the specific requirements of the industry in which they operate.

ISO 9001:2015 is the relevant international standard that sets out the general requirements for this system.

Why implement a quality system?

A quality management system helps to review and comply with a company’s operations, processes, products and services in order to identify how they can be optimized. These types of tools are used to meet legal requirements before the authorities, maintain the satisfaction of customers, suppliers and staff, and improve the performance and productivity of an organization.

Implementing a quality management system will result in a number of long-term business gains. These are some of the benefits of implementing a QMS.

• Increase customer satisfaction.
• Create a culture of quality.
• Definition, improvement and control of processes.
• Achievement of organizational goals with ease.
• Minimize errors, waste and optimize resources.
• Costs reduction.
• Improves the availability of documentation and protection of confidential data.
• Correct problems for continuous improvement of products and services.
• Increase the shares in internal markets in external ones.
• Better internal communications.
• Produce more consistent products.
• Improve compliance.
• Greater competitive in business management.

Implementation of a quality system

The implementation of this system does not require much investment since with the company’s own resources and with the advice of a specialist consultant in the field, you can work with the implementation.

These are the stages of implementing a quality management system:

• Choose an implementation method: There are a large number of quality certifications available on the market, and each one has specific characteristics, but it should be considered that the ISO 9000 certification is the most required and the most recognized worldwide.
• Evaluate the institution’s current quality management: Detailed evaluation of the tools/processes/operations that the institution currently uses to measure and evaluate quality. Based on this analysis, it will be possible to identify the best way to implement the necessary changes.
• Inform those involved in the processes: It is extremely important that all employees are aware of the movement towards the implementation of the QMS and know what their roles are in this process.
• Internal audit: After implementing the requirements, and before hiring an auditing company, it is necessary to carry out an internal audit. This is to verify the work done. This step is used to identify (and correct) possible failures, in order to prevent the official audit from disapproving the implementation of the certification.
• Hire a certification audit: Finally, it is time to hire a certifying body to carry out the audit, in accordance with the requirements of the standard. If everything is correct, issue the certificate.

It is recommended that when addressing the implementation of the system based on ISO 9001, consider the inclusion of the requirements of the ISO 14001 Standards for Environmental Management Systems and ISO 45001 for Occupational Health and Safety Management Systems.

The Strategic role of quality

Quality goes beyond compliance with standards; It is a philosophy that encompasses the entire organization and its processes. Quality impacts customer perception, operational efficiency, and brand reputation. In a marketplace saturated with options, companies that strive to offer high-quality products and services can differentiate and stand out. Quality becomes a key differentiator in a business environment where competition is intense.

Continuous improvement

Continuous improvement is essential in quality management. Successful companies constantly look for opportunities to refine their operations and further meet customer needs. Customer feedback, performance measurements and data analysis are essential inputs to identify areas for improvement. The culture of continuous improvement promotes innovation and keeps the company agile and adaptable, so performance must be frequently evaluated from all points of view and determine the strong elements, but also what should be strengthened. In any case, the appropriate mechanisms must be designed to deal with each situation and give a specific treatment to each situation. For local projects, project management software will be very helpful.

Therefore, it is essential for any organization to execute a Continuous Improvement program supported by tools such as Six Sigma, Lean Management, total quality (TQM), ISOTool and Kaizen, among others, to improve the level of operational effectiveness.

Quality as competitive strategy

Quality can be a powerful competitive strategy. By focusing on offering superior products and services, a company can create customer loyalty and build a strong reputation. Satisfied customers not only return, but also recommend the company to others, which fuels growth. In addition, quality reduces the costs associated with defects and rework, improving efficiency and profitability.

Keys to success in the quality strategy

Senior Management Commitment: Quality must be a priority from the top of the organization. Senior management commitment will strengthen the path forward throughout the company and ensure the proper allocation of resources.

Quality Culture: Quality must be part of the company’s DNA. A culture should be fostered in which all employees feel accountable for quality and are empowered to participate and take action.

Training and Development: Constant training is essential to keep employees aligned with quality standards and best practices. The trained teams are better equipped to contribute to continuous improvement and for their training the following basic steps must be followed:

• Analysis of training needs: Apply methods to review the competence, such as interviews and questionnaires to understand what skills are required at the moment and what for the future. The gap between needs and current skills must be established.

• Training planning: In this step, the development and expected results of people are planned, ensuring appropriate and accessible teaching methods and learning environments such as courses, workshops, on-the-job mentoring, self-training and distance learning, among others.

• Execution of the training: It consists of implementing the planned training programs and actions, in this step the information of the results obtained is recorded.

• Evaluation of the effectiveness of training

Finally, in this step, the results are reviewed at all levels of the organization, group and individual, and are evaluated for continuous improvement.

Customer orientation: This strategy is focused on satisfying customers and maintaining good relationships with them focused on the business.

Understanding customer needs and expectations is essential to offer products and services that truly add value. Customer feedback guides the evolution of the offer. Success in this aspect is when the needs of your customers and their expectations are exceeded. For this, efforts must be made to follow up on some customer service situations, which will help them define the areas that require improvement. This will build customer loyalty.

Technology and Automation: Technology can optimize processes and ensure consistency in quality. Automation reduces the likelihood of human error and improves efficiency.

Measurement and Analysis: Constant monitoring of performance through metrics and data analysis makes it possible to identify trends and areas for improvement. Data-driven decision making is critical.

Conclusion

Ultimately, quality has become a central pillar in business competitiveness. Its impact on customer satisfaction, operational efficiency and brand reputation positions it as a key strategy for long-term success. Management based on quality, standards, processes and continuous improvement are the foundations on which this strategy is built. By embracing these key fundamentals, companies can differentiate themselves in a crowded marketplace and achieve sustainable advantages that fuel their growth and success.

References

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