What Is Quality

James H. Burrill, 1/31/97

Someone pointed out to me that it was all very nice talking around quality but didn't I think people needed to know what quality is first. I restrained myself from pointing out that they could easily look it up in the dictionary. So, rather than spend this space as I had planned telling you how you should be doing your job, I decided to recount our conversation about the definition of quality and spice it up with some pithy sayings from my book of quotes.

From my dictionary:
  qual-i-ty \'kwal-at-e\ n.
    1: peculiar and essential character: NATURE
    2: a distinguishing attribute
    3: high social status
    4: degree of excellence
Well, from (1) we can see that I qualify as a quality person because I am definitely peculiar owing to my bald head which is definitely a distinguishing feature (2). Essential may be going too far because as far as I know no one has taken out a multi-million dollar life insurance policy on me. However, I definitely have a high social status (3) -- after all, I think the world of myself.

So, we can all agree that I am definitely a quality person. I pointed this out to my interrogator who only said that he/she simply wanted to know what quality meant for a company like ours. Well, that's easy. Definition (4) is there for companies. A quality company possesses a high degree of excellence. She/he agreed but then asked me to define excellence.

From my dictionary:
  ex-cel-lence \'eks(-?)-lens\ n
    1: the quality of being excellent
    2: an excellent or valuable quality

  ex-cel-lent adj
    very good of its kind : FIRST-CLASS
Well, unspecified-gender-person said, how do we know when we are very good of our kind? What does quality mean for an ISO 9000 organization? Since the dictionary wasn't being of much help, it was time to use other sources.
[Quality is] the totality of features and characteristics of a product or service that bear on its ability to satisfy a given need.
ISO 9000 Series Standards
Well, I said, let's look at some examples. What do you think is a quality company or quality product? They thought for a moment and then pulled out a pen. "This is a Cross pen. It is comfortable to use for writing, beautiful to look at, and holds up very well." I agreed and remembered fondly the Cross pens I had had. Like the one I got for graduation from High School which somehow was lost before I arrived at college. Or the one I got when I graduated from college but didn't seem to stick around very long. These days I buy BIC pens. They're cheap. I can lose them frequently without worry. Some will disappear for days and then find their way back into my pocket. When one stops working, I through it out and pick up another one.
The true final test of the product/service comes when it is in the customer's hands actually being used or enjoyed. In the end it is the customer that judges whether quality and fitness for use are achieved.
Allan Sayle
So, politically-correct-pronoun said, my Cross pen is a quality product for me and your BIC pens are a quality product for you. We can tell if some product represents quality to us. But, how does a company like ours know when they are producing a quality product? We ask, I said.
[Our company] is committed to becoming the best source of [area] software, systems, and services. We accomplish this by meeting or exceeding our customers' requirements and expectations as measured by customer satisfaction, customer complaints, and reported problems. We are committed to continually improve the company's performance against these measures.
Quality Policy
My questioner left muttering to her/him/self. I wasn't quite satisfied either. It's definitely important to know if and how well we are satisfying our customer. But as an employee I need more. I realized that I am happiest when I am deeply involved in what I am doing. When I feel that my work is important and that I am proud of it. So, that's how I arrived at my signature for today.
Quality is about passion and pride.
Peters and Austin, A Passion for Excellence: The Leadership Difference, Warner Books, 1986.

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