Total Quality Management

Case Study 1 A Note on Quality: The views of Deming, Juran and Crosby

Team Members
Adrien Sicard Gautam Virdi Mohammad Ali Xizhi Ma

Guess who is he?

Crosby

Crosby
y

Oriented 'motivation' Quality is 'FREE'. Cost of prevention is less than the cost of detection. The approach on individual improvement projects. Management maturity grid Emphasizes the motivation and planning. Approach (too) connected to leadership and motivation, and does not rely enough on more accurate measurements.

Guess who is he?

Deming

Deming
Oriented 'production' (Making high volume products). Statistical control of processes (identification of amount of defects trends). Problem Solving = Workers. Model based on process improvement

Guess who is he?

Juran

Juran
y y y y y y y

Oriented 'costs'. Incorporates the ideas of the client. Quality pays by itself. Ready to measure quantitatively but not by technique. Approach that emphasizes on people (Workers). Model 'Cost Of Quality'. What to do with this model when the customer expects anexpensivequality product?

1 a How does each define quality? Which view makes the most sense to you? Why?

Juran 'Fitness For Use " Amount of defects Design; Compliance; Quantity of variations Security; Using in the field. Incorporates the customers point of view.

Deming

Crosby Meets requirements. Industry standards.

1c. Evaluation
SPC is a powerful tool to optimize the amount of information needed for use in making management decisions. An excellent Cost of Quality (COQ) system can help point out the remaining improvement opportunities. An effective Maturity Model helps to map current capabilities, create a baseline for measuring improvement, foster a culture of excellence and set the stage for organizational change

1c.Why are these techniques applied so seldom?

Lack of commitment from senior management Lack of training and education in these techniques Lack of awareness of the potential benefits of these techniques Lack of knowledge on what to measure and how to measure in a certain process Inadequate measurement system in place

1 d What management philosophy is implied by each approach?

Deming Quality initiatives must come from senior management. Workers will produce quality products. Juran Identify goals achieved by the workers. Attitude Shift is critical to improve quality. Crosby Based on systems, and techniques and resolution measures problems. Very little mention of workers.

The overall approach The overall approach The overall approach is emphasis on is emphasis on is emphasis on process people projects individual improvement. improvement

1f. Links among SPC, Breakthrough Projects, Control Sequence, annual quality planning and COQ
All require top management intervention All concentrate on bringing down the defects to least possible figure

All tools except the management maturity grid, employ statistical approach and thus require its clear understanding by the workers

Why doesnt Crosby push SPC as hard as Deming or Juran? Juran?

Crosby believed that the key to quality improvements was changing top managements thinking

He emphasized prevention over detection and focused on changing corporate culture rather than on analytical or statistical tools.

Why doesnt Deming argue for COQ measures?

Demings perspective is customer driven Laid more stress on the statistical approach to get down the number of defects. Focused more on improving the quality of the product and customer services rather than financial aspect related to quality improvement

1 g How is improvement measured in each approach?

Deming Juran Crosby

Statistical control of Prepare to measured More interested in processes ('Statistical and quantify any of motivation instead of Process Control "Compliance risk measures. However, it SPC) as a injuries due to hazards supports the need for troubleshooting of the product, up to a system measure of problem tool. the cost of quality. quality.

1h. In what setting is each approach likely to be successful?

y y y y y y y y y y y

Managements commitment towards quality improvement. Quality improvement team formation Instituting modern methods of training Quality measurement using SPC effectively. Cost of quality evaluation. Implementing corrective action. Zero defects planning. Individual improvement goal setting. Error-cause removal. Appraisal and recognition. Continuous and good communication between quality personnel, team chairpersons and management. Continuous quality improvement.

1 i How is improvement measured in each approach?

The 3 experts propose plans that are difficult to implement The leadership of senior management is essential The inspection is never the answer to superior quality

1j. What type of Companies?

y

Slow rate of improvement Low or no profitability Bureaucracy or complexity of business processes continue to get worse and worse Changes in one area tend to have disastrous effects in other areas Management is running out of ideas on where to cut costs any further

2b. Why do all three experts regard top management leadership as so essential?

Implementing quality improvement involves large investment in terms of money, expertise and money

2b. Is quality improvement different in fundamental ways from other types of manufacturing improvement?
Yes, It is different!

It involves not just manufacturing improvement but also an improvement in industrys working strategy and work ethics of all employees

2c. Why do all three experts reject inspection as a means of securing superior quality?

They feel that inspection is equivalent to planning for defects. It comes too late and is ineffective and costly. Instead the processes should improve. 100% testing was inefficient, sampling techniques had been developed to provide a scientific basis on which to accept or reject production lots based on a limited number of units.

2c. Why is the idea of quality as policeman so hard to change?

Management must change from a preoccupation with short run to building for the long run. There is a resistance to change and lack of awareness for other methods of improving quality. They do not realize that the need for inspection can be forgone.

2 d What are the blindblind-spots or weaknesses of each approach? The strengths?

Strengths and weaknesses each approach
Deming Juran Crosby

Excluded: Demonstrates an His approach is very Points on the market understandable (too) related to ustomer needs approach, except that leadership and Little attention to design company with products motivation, and does a product that will upscale (Mercedes) uses not rely enough on more attract customers his COQ model ("Cost Of accurate measurements. Quality ')?

2 d What are the blindblind-spots or weaknesses of each approach? The strengths?

Values and limitations each of their approaches

Deming

Juran

Crosby

Control charts: When Cost of Quality Management data techniques can ignores lost sales due maturity grid is useful be recorded on to quality or porous to establish a Project products which are competitors. Also, it Quality Management produced in very rarely included to undertake. The grid large quantities hidden costs invites general terms (inventory excessive and subjective capacity additional answers. production)