That Word Quality

[CLN852@aol.com]

<< Speaking of quality - and what else do we ever speak of? - I'd like to get
 the DEN perspective on the practice of avoiding using the word "quality"
 in favor of such terms as: continuous improvement, process improvement,
 Deming management methods, etc.
How are you all dealing with this shame-of-quality  issue? >>

David, this is a tough issue. I believe the "Quality" word is worth saving. 
The relationship of Value = Quality/Price from the viewpoint of the customer 
needs to be taught. Michael Porter of Harvard University maintains that 
business competes in two ways; 1) Differentiate product or service, or 2) 
Compete on price. How do we differentiate a product or service? David Garvin 
produced Eight Dimensions of Quality in 1988 in his book Managing Quality 
that can be used to differentiate products and services. Garvin referred to 
these as "Dimensions of Quality." Associates in Process Improvement have 
revised Garvin's work and have added some additional dimensions:

    Dimension           Meaning of Dimension
 1. Performance -       Primary operating characteristics
 2. Features            Secondary operating characteristics, added touches 
 3. Time                Time waiting, cycle time, time to complete a service
 4. Reliability         Extent of failure-free operation over time
 5. Durability          Amount of use before replacement is preferable to 
repair
 6. Uniformity          Low variation among repeated outcomes of a process
 7. Consistency         Match with documentation, forecasts, or standards
 8. Serviceability      Resolution of problems and complaints
 9. Aesthetics          Relating to the senses such as color, fragrance, fit 
or finish
10. Personal Interface  Punctuality, courtesy and professionalism
11. Flexibility         Willingness to adapt, customize, or accommodate change
12. Harmlessness        Relating to safety, health, or the environment
13. Perceived quality   Inferences about other dimensions; reputation
14. Usability           Relating to logical and natural use; ergonomics


Dr. Deming's idea of the Organization Viewed as a System and the "quality" of 
the that system (which includes products and services) is a broader use of 
the word "Quality." Improving the quality of the systems by which we deliver 
products and services is very important. Several of the dimensions can apply 
to the system (i.e., Flexibility). The following Three Categories of 
Improvement (The Improvement Guide, 1996, p. 170) shed additional light:

1. Eliminating quality problems
2. Reduce costs significantly while maintaining or improving quality
3. Expand customer expectations by providing products and services that 
customers perceive as unusually high value

Many people are busy focusing on 1 and 2. Category 2 improvements can be 
accomplished by improving the system and not the quality of products and 
services. Dr. Deming used Category 3 in defining what "Constancy of Purpose" 
means to an organization. The focus should be on the idea of Value = 
Quality/Price. We could use the word "Differentiate" rather than "Quality." I 
would like to see a word that better describes these ideas and communicates 
such that the concept sticks without having to explain Deming's choice of the 
word. Until that happens, I will continue to explain that Value = 
Quality/Price. Most business people relate immediately.

Cliff Norman
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