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After studying quality initiatives in hundreds of organizations in nearly every industry in the United States, the author has concluded there are six primary reasons why quality programs fail. 1. Quality as a program: quality is a mindset and a way of doing things, not a program. 2. Quality without leadership: many presidents and CEO's proclaim a new policy of quality, and then go back to doing things the way they always have done them. 3. Quality as WE see it: companies rely on their own ideas of what quality service is and don't consult their customers. 4. Quality without involvement: quality requires good communication at and between all levels of a corporation, not just the managers telling the workers what to do. 5. Quality without organizational support: in order to facilitate quality, attitudes and habits must be changed. Those systems within an organization that influence behavior need to be aligned to foster behavioral change. 6. Quality as an award: working for an award for quality is not the same thing as working for quality. Quality should be its own award.