On Quality:  Certification is Only the Beginning 
article courtesy of allbusiness.com

Quality management is a main focus in the manufacturing industry, and certification programs set standards of quality that teach companies an effective quality management system. Standardization and certification further the goals of quality management. Each industry has formal, codified quality standards for manufacturers and businesses to follow. These standards have evolved over time and reflect the various aspects of industry. Once a business implements the quality standards, it can then become certified, showing its customers that its practices and products conform to a higher level of quality.

Unfortunately, manufacturing businesses that become certified don't always continue the certification practices needed to maintain their quality. The quality management system implemented in the certification process is relegated to a desk drawer, quality slides downhill and customers quit buying.

ISO Certification Can Be Crucial to Success
International Organization for Standardization (ISO) is the world's largest organization for setting standards and certifying companies as performing to a higher level of quality. There is probably no more important marketing tool than ISO certification for a company looking to expand its customer base - particularly in international markets.

ISO describes the importance of its certification as follows: "For consumers, conformity of products and services to International Standards provides assurance about their quality, safety and reliability."

Certification, as defined by ISO, refers to the issuing of a written certificate by an independent organization that has audited a company's management system and verified that the system conforms to the requirements specified in the standard. The auditing body then records the certification in its client register, making the business both certified and registered. Both terms are acceptable for general use and mean that the quality management of a company has met the standards set by the international community. ISO certification is recognized and holds a lot of weight throughout the world.

Organizations, such as CONNSTEP, have excellent programs that teach businesses about quality management. They help companies to implement the standard and prepare for the registration process to become certified.

Beyond Certification
Unfortunately, certification does not equal quality management. It's a day-to-day challenge that has to be part of a long-term plan. Short-term thinking that leads back to business as usual is a problem, and counter- productive in terms of quality management.

Ray Snyder, Senior Quality Systems Specialist at CONNSTEP, has encountered companies that see certification as a "check the box" activity intended to satisfy customers, but not to improve business operations. In this case, it's a ploy to market the company as certified. But this is the wrong approach because becoming certified should be a strategic decision whose purpose is to actually improve the overall quality of the business.

Snyder says the emphasis in manufacturing should be on rigorous quality management that includes defect reduction, process capability and control, and other tools to ensure manufacturers deliver impeccable quality in a consistent and timely manner. The idea is to put systems and controls in place to ensure a zero defect culture, which leads to lower costs from waste, higher profits, improved safety, and better customer satisfaction.

Snyder highlights three areas that are essential when managing the day-to-day challenges of quality management. These are:
1. Addressing problems associated with supplier performance
2. Internal processes and products
3. Delivered products

One particular challenge with quality management is to implement a system that responds to problems quickly. Problems with quality require a quick response. Otherwise they will impact deliveries and customer satisfaction. Another important practice is buying higher quality materials from suppliers. This leads to better quality throughout the supply chain all the way to the end product.

Companies that adopt an effective quality management system use certification as a helpful tool. They put systems and controls in place to ensure fewer defects as the best way to do business more profitably. Companies who approach the process with the end benefit in mind are usually the ones that succeed as a model of effective quality management.
 

For more information on CONNSTEP's Quality Management Systems, please contact Ray Snyder at 860.539.4919.