QUALITY THAT MATTERS THE MOST & TO THE MOST
QUALITY the most understood, and widely mis-understood, rather mis-construed in Human World, the very purpose for which Businesses exist. Challenges emerge as QUALITY – means the Quest for Ultimate for Stake Holders in the Consumption Value Chain.
In my almost 4 decades of Experience, and as a Mentor, across industries, products and services, could not either get satisfied or satisfy customers, both internal and external, in terms of product or services Quality. I have also found that it is not east to DEFINE QUALITY.
Many concepts have emerged. The race in every such concept is to attract, occupy Human Mind and gain its belief – from Seller to User. In Management parlance, this means – Positioning and/or USP (Unique Selling Proposition). As a Gen-X Professional, have seen transformative shifts in Buying Behavior – mostly induced by Growth in Consumerism alongside proliferation of Global Brands and their look-alikes. Yes, we are spoilt for choices.
STP – Segment, Target & Position is a very rational exercise used by strategic marketers leveraging Demographic Dividend to Position the products according to the so called Buying Preferences. While I agree with STP approach as the best available option, have learnt in a hard-way that this has to be adopted to different Region based Socio-Cultural aspirations. It is just there is no “One Shoes Fit All” strategy!
QUALITY– Over the Years, as a big fan of Six Sigma Philosophy, I have always believed Process Quality is the Most Vital for delivering Consistent Product and/ Or Services Quality. A robust process is sure to eliminate Human induced variances, control of which remains more a Desire than Possibility. Therefore Resources Quality – Infrastructure & People becomes critical, coupled with Commitment to Systems & Procedures, meaning Discipline.
MEASUREMENTS – What, How and When of Measurement forms essential part of Managing Quality. First and foremost is to ensure that Products or Services are as per the desired level or specifications at the Point of Sale by the Seller or Services Provider. Though mostly internal to the Organization, if the deliverables match the specifications – 50% of the Bridge is successfully crossed. Wish to re-iterate – its only 50%!
DEFINING QUALITY–Both as a Buyer & Seller, have always tried to emphasize that Quality is relative – dependent primarily on the Cost and then on the Price. While cost is a fact, Price is yet again relative – Right Price is always a Belief. As a Seller, Quality is completely based on STP, though with risks it carries. Many of us as Sellers believe “Right Product for the Right Price”.
As for the User, Price actually is a Cost and therefore looks at it for the Value it offers. Of course this has evolved over decades – from that of Sellers to Buyers’ Market. USP gave way to UVP (Unique Value Proposition), reinforcing that Quality is Relative, more than ever. Its all about User Perception now – expect maximum Benefit to Cost Ratio. If Cost of Quality is to be reckoned as part of Products or Services Pricing, then Cost is all-inclusive – Ease of Purchase and Availability, End to End, and just not the Price.
In the recent times, wherein Brand Loyalty is Fractional and PLCs (Product Life Cycles) are Diminishing, QUALITY has evolved from Mass to Class to Individualistic, paving way for Super Segmentation and Mass Customization. This simply means Society, that is the Market, is moving up in the Maslow’s Hierarchy of Needs, redefining the Perception towards Quality.
QUALITY today is no more a Choice – It is given and is the most important part of Mind Games in Selling & Buying.
About the Author :
Dr. NITHYANANDAN DEVARAAJ (NITHIN) BE., MBA., Ph.D
Independent Board Member & Business Excellence Expert.
President – Coimbatore Management Association
Past National Secretary – The Institute of Indian Foundrymen.
Chairman – Shri Avinashiappar Trust
Past Managing Director & CEO – Flow Link Systems (P) Ltd ( a Voith Group Company)
Dr. Nithin has about 35 + Years of Experience in Engineering Manufacturing organizations. He has worked for LMW Group, L&T, Hitachi & CRI Group. He is considered to be a Professional with a rare blend of Intrapreneurial Orientation, having been a Business Head across Engineering Manufacturing Organisations / Industries.
Dr. Nithin is a Member in Governing Council / Board Of Studies of Universities and Management Institutions as a Management Expert.
Dr. Nithin is part of various industrial associations and professional bodies; he is credited with playing a leading role in bringing land mark changes in Export Incentives, Classification of MSMEs, CPCB Norms, Waste & Disposal Management. He also plays a pivotal role in training and development of educated Youth seeking employment opportunities.
Dr. Nithin Leads a team that turned around a division and a Company, and in establishing large scale projects as bench marks in industry (This Business has won several awards at National & Regional Level which includes – Indian Foundry of the Year, Young Foundryman and Foundryman Awards, 4Star Award from CII, Green Award & Safety Award from Tamil Nadu Government & at National Level from IIF, First Indian Foundry in the segment to get OHSAS 18001 & ISO 50001 Certification and Many Kaizen awards.)
Dr. Nithin is a Managing Trustee of a Family Managed Trust involved in activities like rendering Food, Shelter, Education and Medicare. Noted for rendering services during Chennai, Kerala, Tanjore & Nilgiris Floods.
Dr. Nithin’s Academics:
- Ph.D in Management Sciences
- MBA in Finance & Marketing – Gold Medalist and University Topper
- BE Mechanical Engineer with Distinction
- An IRCA certified lead auditor and assessor for ISO 9001.
- A qualified auditor for EMS, OHSAS & EnMS
- L&T Future Leaders Training at IIM – C
Dr. Nithin’s Professional Associations:
- Member & Industry Nominee, Coimbatore Disaster Management Council
- A Guest Faculty to Premier Management Institutes & Was Visiting Faculty to IIM – Calicut
- An examiner for Management Qualifications & Assessor for Management Teachers
- An acknowledged management trainer and consultant
- Is a regular Business Column Writer.
Dr. Nithin is a Member of:
- Foundry Development Council, Ministry of Commerce & Industries, India.
- Institution of Engineers, All India and Coimbatore Management Association
- Board of Studies in Universities & Premier Management Institutes
Dr. Nithin is Winner of:
- The Outstanding Alumni & Distinguished Alumni Awards from PSG Institutions & Bharathiar University.
- The CMA Golden Jubilee Year Best Manager award for the region.
- The Best Management Student award and many accolades at National Level.
- The Mother Teresa Award of Excellence for Young Business Managers.
Dr. Nithin’s Management Interests:
- Management of Innovation, Corporate Strategic Planning and Manufacturing Management, Green Supply Chain
Dr. Nithin can be contacted at :
Mobile : +91 94879 46900 , +91 99653 11288
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Also read Dr. NITHYANANDAN DEVARAAJ’s earlier articles:
