What do consumers think about you and your product brand? Quality management is not a new concept. The approaches espoused by Deming, Juran, Crosby, and others have long been used by highly effective managers. The most significant aspect is the degree of mutual trust that is required by both management and labor to build a culture in which an effective quality management program can succeed. Quality is now everyone’s responsibility, not just the inspection department. People are expected to critically evaluate their jobs and initiate steps to improve their part of the process. Open, objective measurements are required.
What do consumers think about you and your product brand? The 8 Dimensions of Quality focuses in on eight quality components from the consumer’s vantage point rather than from our perspective. These dimensions of quality must be considered in direct correlation with your organization’s total quality management program and initiatives.
8 Dimensions of Quality
Product or Service Characteristics
(Examples: Vehicle – Horsepower; Service – Processing customer requests.)
Added Features/Secondary Characteristics
(Examples: Vehicle – GPS; Service – Auto bill pay.)
Consistency of Performance over Time
(Examples: Product – Mean time before failure; Service – Variance in processing time.)
(Examples: Product – Ability to repair; Service – Keeping pace with industry.)
Ease of Repair
(Examples: Product – Design; Service –Accessibility, Online.)
Characteristics of Human-to-Human Interaction
(Examples: Product – Courtesy of vehicle dealer; Service – courtesy of provider.)
Sensory Characteristics – Look, feel, etc.
(Examples: Product – Compared to others; Service – Appearance of location.)
Past Performance (Perceived Quality)
(Examples: Company standing within industry.)
Techniques for Total Quality Management
The techniques used for total quality management are precisely the same ones that effective managers have always used. They are clear vision statements; a well-defined scope with objectives; an effective project team comprised of committed members, each with a defined role; bi-directional communications with subordinates, including objective measurements of progress; timely identification of real and perceived obstacles; a clear project plan; and procedures for controlling change, resolving issues, and managing risks.