ASQ asked the ASQ influential voices to respond to this question: What is the best way to ensure quality and customer integration grow together?
When I first got involved in the quality field that name (quality) seemed to vague for me. And different people and organizations seemed to have vastly different meanings in mind for efforts they all grouped under the heading of quality. What I came up with to capture what I was interested in was customer focused continuous improvement. Continual is actually a better word than continuous for what I had in mind, I now know.
But that phrase has held up in my mind (unfortunately it is a bit long and so isn’t ideal either). Focusing on continually improving with a deep understanding of customer needs and the marketplace will do you well. Customer integration is required in the customer focused continual improvement framework I have discussed on this blog and in my book: Management Matters: Building Enterprise Capability.
Accepting that as a wise course of action leaves the question of how to continual improve with an integrated deep focus on customers. These shouldn’t be two isolated activities. And even to continually improve without worrying about customers requires viewing the organization as a system is critical in my view (which further enhances integrating the customer into the organization’s DNA). As anyone reading this blog knows my beliefs build on the work of W. Edwards Deming, so appreciating the importance of a systemic view is to be expected.
A deep appreciation for the long term needs of your customers and potential customers should guide where in the system to continually improve. And my belief on how to continual improve is to create and continually improving management system with principles of experimentation (with the necessary understanding of what conclusion can be drawn from results and what cannot), an understanding of the organization as a system and respect for people as principles to be guided by to achieve continual improvement.
Quality practices of experimentation directed at continually improving management practices and internal processes need to be completely integrated with the efforts to continual improve customer delight. Those efforts should be one process and therefore they automatically grow together.