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Turning up the dial on good quality

Quality re-imagined

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Turning up the dial on good quality
Published: 14 Jan 2025

Software quality assurance manager Ramesh Mahadevan examines how the quality profession has gone on a cyclical journey from performance to compliance – and back again. 

Quality, a cornerstone of any successful business, has undergone a significant evolution over the years. Initially, the primary focus was on performance, via such tools and philosophies as Deming’s PDSA Cycle, Juran’s Quality framework, and Crosby’s zero defects approach.

But, as industries matured and regulations tightened, the emphasis shifted towards compliance, and there are now more than 25,000 ISO standards already on the market. However, in recent times, we've witnessed a renewed focus on performance, albeit with a more nuanced understanding.

In the early days of manufacturing, quality was synonymous with performance. Products were judged on their ability to function as intended, their durability, and their overall effectiveness. A well-crafted product, built to last, was the ultimate goal.

Then, as industries grew more complex, and societal concerns about safety and environmental impact increased, governments introduced stringent regulations. Compliance became a non-negotiable requirement. Businesses were forced to adapt their processes to meet these standards, often at the expense of innovation and performance. Hence huge number of standards were developed and put into practice.

"While compliance remains essential, performance is once again taking centre stage. By striking a balance between these two, businesses can build a sustainable future and deliver exceptional value to their customers."

Ramesh Mahadevan, a software quality assurance manager at Intellect Design Arena

In recent years, there has been a resurgence of interest in performance – but with a twist. It is no longer just about building a product that works; instead, it is about building a product that exceeds expectations.

This renewed focus on performance is driven by the following top three factors:

Customer expectations: today's consumers are more discerning than ever. They demand products that not only function but also offer exceptional user experiences.

Competitive pressure: in a globalised market, differentiation is key. Superior performance can give businesses a significant competitive edge.

Technological advancements: new technologies are enabling innovative solutions that can significantly improve product performance.

Quality assurance teams play a crucial role in navigating this evolving landscape. They must:

Change focus: through the product lifecycle instead of solely catching defects, proactively identify and prevent them.

Establish strong relationships: the teams should take a holistic approach, working together with departments including development, engineering, and customer support.

Adopting newer metrics: go beyond traditional metrics to align quality metrics to business goal and customer expectations.

Take advantage of data analytics: analyse data from various reliable sources such as customer feedback, production data, failure reports to bring out the trends, identify root causes and facilitate improvement.

Stay updated on regulations: it is vital for the quality function to keep abreast of the latest regulatory changes to ensure compliance.

Embrace digital transformation: by using advanced tools and technologies to streamline processes, the quality function can ensure improved efficiency throughout the organisation.

Foster a culture of continual improvement: encouraging a mindset of innovation and experimentation will help to drive performance. Lean principles could come in handy.

Prioritise customer satisfaction: all quality professionals know that the customer must be put at the heart of all quality initiatives.

The journey of quality has been a cyclical one. While compliance remains essential, performance is once again taking centre stage. By striking a balance between these two, businesses can build a sustainable future and deliver exceptional value to their customers.

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