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Continuous quality improvement does not just happen, it has to be planned and managed using tools such as PDCA and DMAIC. If you want to be better than your competitors and to flourish as a business then you must ensure that you business processes are continually improved, failure to do so will see your competitors eventually taking your customers from you! Continuous quality improvement is not just going to happen, you need to have a system to ensure that it happens, the PDCA cycle is the obvious choice, Plan, Do, Check, then Act as a continual cycle of improvement.