Iso Marketing in Quality Management Systems
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Transcript of Iso Marketing in Quality Management Systems
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MARKETING IN QUALITY
MANAGEMENT SYSTEMS
BY
N.VAIDYANATHAN,BE(MECH).,D.O.M.,M.I.E.,F.I.V.,F.I.I.I.S.L.A.,M.I.R.M(UK)
CHARTERED ENGINEER AND SYSTEMS
CONSULTANT
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ISO 9001:2008
WHAT IS QUALITY
MANAGEMENT SYSTEM ?
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WHAT IS QUALITY
MANAGEMENT SYSTEMS ISO
9001:2008 WHAT IS QUALITY?
QUALITY IS THE DEGREE OF
NEARNESS TO THE REQUIREMENTS.
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WHAT IS MANAGEMENT ?
MANAGEMENT IS DEFINED AS
MANAGE MEN T.
MANAGE MEN AS A TEAM.
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WHAT IS SYSTEM ?
SYSTEM IS A PROCESS DONE AS PER
PRE-DETERMINED METHOD.
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WHAT IS QUALITY SYSTEM
MANAGEMENT ? QUALITY SYSTEM MANAGEMENT
MEANS A TEAM OF PEOPLE WORKING
TOGETHER IN A PREDETERMINED
METHOD TO PROCEED AS CLOSE ASPOSSIBLE TO THE REQUIREMENTS OF
CUSTOMERS.
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WHAT IS ISO 9000 ?
ISO MEANS INTERNATIONAL
ORGANISATION FOR
STANDARDISATION.
9000 IS JUST A NUMBER AND
DENOTE NO OTHER MEANING.
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THE 2008 SERIES OF QMS.
ISO 9000:2008 FUNDAMENTALS &
VOCABULARY.
ISO 9001:2008 REQUIREMENTS.
ISO 9004:2008 GUIDELINES FOR
PERFORMANCE IMPROVEMENT.
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QUALITY MANAGEMENT
PRINCIPLES. 1.CUSTOMER - FOCUSSED
ORGANISATION.
2.LEADERSHIP. 3.INVOLVEMENT OF PEOPLE.
4.PROCESS APPROACH.
5.SYSTEM APPROACH TOMANAGEMENT.
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QUALITY MANAGEMENT
PRINCIPLES. 6.CONTINUAL IMPROVEMENT. 7.FACTUAL APPROACH TO
DECISION MAKING.
8.MUTUALLY BENEFICIAL SUPPLIERRELATIONSHIP.
ISO 9000-2008 QUALITYMANAGEMENT SYSTEM IS BASEDON THE ABOVE 8 PRINCIPLES
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PRINCIPLE 1.
CUSTOMER FOCUSSED ORGANISATION
TO UNDERSTAND CUSTOMER NEEDS
TO COMMUNICATE THESE DATA
THROUGHOUT ORGANSATION.
TO MEASURE CUSTOMER SATISFACTION
AND RESULTS.
TO MANAGE CUSTOMER RELATIONSHIPS
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MarketingMarketing
Gain knowledge of the market
Gain knowledge of the customers
Gain industry & competitor information
Evaluate channels of distribution
Determine effective advertising &
promotion
Determine marketing strategies &objectives
Establish branding & packaging strategies
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Marketing ..CONTD.Marketing ..CONTD.
Define and provide after sales service &
customer care
Provide sales & customer training
Determine sales strategies & objectives
Define plans & resources to deploy
strategies
Track & measure marketing performance
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PERFORMANCE INDICATORS
Market and Customer
Share of market
New and lost customers
Customer satisfaction or dissatisfaction
indices
Quality performance
Delivery performance
Response time
Market/channel/customer profitability
Warranties, claims, returns 14
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5.2 Customer focus
Quality is what the customer requires.
The topmost aim must be to meet
your customers requirements and win,
retain and further increase theirconfidence and satisfaction.
Identify customers desires and
expectations
Clarify product-related obligations e.g.
legal requirements
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5.3 Quality policy
Top management must ensure qualitypolicy:
is appropriate to purpose of organization
provides a framework for qualityobjectives
is communicated & understood withinorganization
is reviewed for continuing suitability
includes commitment to comply withrequirements and continually improveeffectiveness of system
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5.5.3. INTERNAL
COMMUNICATION To Ensure that appropriate
communication processes are
established within the organisation
To ensure that communication is
effective.
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7.2.1.DETERMINATION OF
REQUIREMENTS RELATED TO
THE PRODUCT Requirements specified by Customer
including delivery and post delivery activities
Requirements not stated by the Customer butnecessary for specified or intended use,
where known
Statutory and regulatory requirements related
to the product Any additional requirements considered
necessary by the organisation
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7.2.2.REVIEW OF REQUIREMENTS
RELATED TO THE PRODUCT
To conduct review prior to organisations
commitment to supply the product to the
customer ( submission to tenders, acceptance
of contracts or orders, acceptance ofamendments to orders or contracts. Shall
ensure that Product requirements are defined,
contract requirements differing from those
previously expressed are resolved, andorganisation has the ability to meet the
defined requirements.
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7.2.2.REVIEW OF REQUIREMENTS
RELATED TO THE PRODUCT. .
contd.. Records of the results of such review andactions arising from the review shall bemaintained.
Where customer provide no documentedstatement or requirement, the customerrequirements are confirmed by theorganisation before acceptance.
Where product requirements are changed,
organisation shall ensure that relevantdocuments are amended and that relevantpersonnel are made aware of the changedrequirements
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7.3.CUSTOMER
COMMUNICATION
To implement effective communication
with customers in relation to Product
Information, Enquiries, Contracts or
Order handling, including the
amendments, Customer feedback,
including Customer complaints
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8.2.1.CUSTOMER
SATISFACTION
Organisation shall monitor information
relating to customer perception as to
whether the organisation has met his
requirements, from inputs from customer
satisfaction surveys, customer data on
delivered product quality, user opinion
surveys, lost business analysis,compliments, warranty claims and
dealer reports
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8.2.1.CUSTOMER
SATISFACTION
A survey on Why customers quit foundthe following:
3 percent move away
5 percent develop other friendships
9 percent leave for competitive reasons
14 percent are dissatisfied with the product
68 percent quit because of an attitude ofindifference toward the customer by theowner, manager or some employee.
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8.2.1.CUSTOMER
SATISFACTION
Seven out of ten complaining
customers will do business with you
again if you resolve the complaint intheir favor. If you resolve it on the
spot, 95 percent will do business with
you again.
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8.4.ANALYSIS OF DATA
To analyse the data of the followings
Customer satisfaction
Conformity of product requirements Trends of processes
Suppliers
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8.5.1. CONTINUAL
IMPROVEMENT
To continually improve the effectiveness
of the quality management system
through the use of quality policy, quality
objectives, audit results, analysis of
data, corrective and preventive actions
and management reviews
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BUSINESS PLAN
Have a formal Business Plan
Plan must be comprehensive and controlled
Use short-term as well as long-term goals
Have methods to determine customers current &
future requirements & expectations Have process to define scope & analysis of
information, including frequency & methods ofcollection of such data
Have methods to track, update, revise & review
the plan Ensure plan is followed and communicated as
needed to the organization
Confidential & not subject to audit
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TRUTH ABOUT SALES AND
QUALITY
When the leadership of organizations
decides that a quality initiative
should be implemented, they tend to
leave the sales and marketingsections out of the new initiative.
Unfortunately this decision insures
total failure of the initiative.
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MARKETING IN QMS
When a quality management system
(QMS) is implemented, results are
evident immediately: reduction in
warranty cost, reduction in rework,
reduction in scrap, higher profit margins,
etc. If and only if you apply the same
quality standards and quality conceptsto the entire sales process, you stand to
see significant improvements.
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Effect of QMS on Sales
QualityRequirements Purpose Effect on Sales
Quality Policy Set company
direction
Show case
Quality Manual Summary of
processes and
procedures
Show case of
Company Processes
Focus on customer
satisfaction
Monitor customer
satisfaction
Increase in repetitive
business
Tracking objectives Monitor QMS
performance
Increase profit
margins
Procedures Normalise Processes Increase profit
margins
Corrective and
preventive actions
Correct or prevent
systemic issues
Decrease customer
returns or complaints30
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Sales Process defined
Next Slide shows the benefits that derived aftermapping and defining each step of the sales
process.
ENQUIRY/
LEADS
ENQUIRY
HANDLINGPRESENTATION
PROPOSALS/
OFFERS
CLOSING/
FINALISINGCONTRACT
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Sales Process definedcontd
ENQUIRY/
LEADS
ENQUIRY
HANDLINGPRESENTATION
PROPOSALS/
OFFERSCLOSING/
FINALISINGCONTRACT
CONSISTENCYIMPROVED
KNOWLEDGE
OF CUSTOMERS
CONSISTENCYCONFIDENCE
IMPROVED PRODUCT/
SERVICE
KNOWLEDGE
CONSISTENCY
IMPROVED
TURNAROUNDTIME
CONFIDENCE
INCREASED
RELATIONSHIPSWITH CUSTOMERS
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Sales Objectives.Examples
Few sample objectives that could go with theprocess above:
Proposal turnaround time: e.g., 15 days frominquiry
Presentation turnaround time: e.g., Sevendays from inquiry
Decrease proposal errors: e.g., Zero changeson the proposal due to wrong or
misinterpreted requirements Improve rate of inquiries to presentations:
e.g., 90 percent of inquiries handled translateinto quotes
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Include sales in your product
realization processes When was the last time your sales department
participated in a management review?
When was the last time your sales department usedthe corrective and preventive action system?
When was the last time your sales people had aformal review or had a defined training plan?
When was the last time sales was involved in quality?
If the answer is never, then how in the world do youwant QMS to help your sales? It only starts when youallow this to happen.
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What to do?
After all, organization has the right to
expect every one and every process
apply the same world-class quality
management principles the company
deserves.
If the corporate quality management
system is good for all processes, thenmake sales become part of it.
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THANKING YOU
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