Culture of Quality: Raise the voice of Dr. Irani

It was quite an interesting and insightful discussion between Paul and Dr. Irani.  I think that it was apt to have Dr. Irani as one of the speakers at the ASQ 2011 World Conference on Quality and Management. 

Let me quickly introduce Dr. J. J. Irani (for those who do not know him) and what he has done for quality.  Dr. Irani is a Director with the Tata group which is India's salt-to-steel conglomerate.   He received the Juran Quality Medal for 2001 from Indian Merchant Chamber.  He is the recipient of several other awards and recognitions.  Since 1994, he was instrumental in institutionalizing quality in Tata group.  He was the Chairman of Tata Quality Management Services.  I would suggest you to do a quick read of the article titled, "A never-ending journey" to better understand the association between Dr. Irani and Quality. 

Now, coming to the discussion Paul had with Dr. Irani.  Interestingly, Dr. Irani starts defining quality as a contract between the supplier and user.   One can look at quality as a contract between the supplier and user or vice versa.  The former, though, conveys that the supplier considers quality as a top priority and is part of the contract.  As with any contract, when violated one is penalized.  

Listening to the conversation between Paul and Dr. Irani, the Tata group seem to be more "quality" focused since the last 20 years or so.  The reason for this improved focus was due to international business opportunities and globalization.  The Tata group seem to have tried Juran's principles and Japanese quality principles before finalizing on the Tata Business Excellence Model (TBEM) that is based on the Malcolm Baldrige Quality Model.

Dr. Irani explained quality as 'q' (small Q) and 'Q' (big Q).  'q' is the quality of product where as 'Q' is quality of everything that includes trust, social responsibility and values.  'Q', according to Dr. Irani, stands for total quality.  I believe companies, supplier, customer and other stakeholders must practice 'Q'.  It was heartening to hear Dr. Irani say that, unless the value systems match, the Tatas won't look at Joint Ventures or Acquisitions even if the other business is a very profitable one.  

Today, as part of quality improvement, companies focus on practicing CSR (Corporate Social Responsibility).  Tata group too has a great focus on CSR activities.  I am an employee of Tata Consultancy Services (TCS), a Tata company that focuses on IT Services, business solutions and outsourcing.  There are many initiatives with in TCS to contribute towards CSR.  I would like to highlight about "Maitree" which promotes CSR by involving the TCS employees and their families.  Per Dr. Irani, CSR is considered an investment and not a cost.  I have seen Tata look at CSR much more than an investment and it is embedded into Tata's value system.  The Tata code-of-conduct that every Tata group employee has to accept and adhere to ensures that the value system is never violated.

As quality of management systems have great significance, it takes time to build such a high quality management system.  A company that wins the Malcolm Baldrige Quality Award (MBQA) will, thus, enhance the "competitiveness" factor due to a robust quality management system being in place.

Quality - Focus, Evolution and Priorities

Below is my response to Paul's post on Four Questions: Talking Quality with Ford Motor Company

Its heartening to see companies demonstrate persistence during weak economical situations and success during revival of economy.  Ford is not an exception.  How did they accomplish this?  There were many factors: focus on quality, continuous improvement, cultural changes and innovation. An example - Look at Ford's phenomenal sales figures this year in India, especially, of Ford Figo.  It is the most awarded car of India. 

Practice of quality has changed over the years.  Olden days quality focused on adherence to defined and implied customer needs. Today, it is much more than that.  Value obtained out of a product is key for every customer.  Customers only accept best-in-class, innovative, technologically modern and reliable products.   Note that, for most products, after sales service quality is an important factor.  Ford  and Maruti Suzuki  are classic examples here.  Ford Figo is equipped with highly modern connectivity and intelligent features at an affordable price.  Improved focus on space, interiors and safety helped deliver a high quality product for Ford, the Figo.  

When it comes to after sales service, in India, other companies are only second to Maruti Suzuki.  The proof is the JD Power Customer Service Award it has won during the years 2000 to 2010.   As a customer of Maruti, I have experienced the high quality service offered by them.  Low cost spares and labor, listening and attending to customer's voice and service commitment is Maruti's winning mantra. 

Creating a culture of quality is very important.  I have observed that Japanese were more focused on this when compared to others.  Of late, looking at automobile recalls of Toyota and Honda, I think, the focus of sustaining high quality culture is reducing.  By creating a culture of quality, Ford and Chevrolet are definitely improving during these modern days. 

What is the future of quality?

In this post, I discuss about ASQ's  2011 Forces of Change - Shaping the Future of Quality.

Gone are those days where quality could be defined in a 'single sentence'.  Quality has transformed significantly and taken various dimensions.  Modern day quality practitioners have started to think beyond Total Quality Management, Kaizen, ISO, CMM etc.  ASQ is one of the key ambassadors that promote quality across the world.  ASQ's future of quality study started in 1995.  It is growing and improving year on year.   The way each study has come up with the set of forces of change indicate that the world is changing so rapidly and the role of quality in this dynamic world should adapt accordingly.  Interestingly, globalization is  the only force that has been carried forward, without change, from the start to till date.  This means, other parameters are changing frequently.

2011 forces of change focus on 8 key parameters:  1) Global responsibility, 2) Consumer awareness, 3) Globalization, 4) The increasing rate of change, 5) The Workforce of the Future, 6) Aging population, 7) 21st century quality, and, 8) Innovation.  

Is something missing here, that can be looked at.  Yes, I think so. They are forces to:  1) Ensure Security and Safety - Physical, Information etc.,  2) Help adapt to Risks - Natural Disasters, Terrorism etc.,  3)  Improve Satisfaction - Customer, Self etc., and 4) Deliver certainty.