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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Iso Marketing in Quality Management Systems

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