Juran on Quality by Design (Chapter 2)

Reading Chapter Two of Juran on Quality by Design (paid link)

Chapter 2 "Establish Quality Goals"

NOTES

A goal is an "aimed-at" target. A quality goal is a quality target you are aiming for. The goal would typically include "a number" and a "time table"

Some consider that setting quality goals is part of quality planning, whereas others have the view that quality goals are set outside of quality planning -- the purpose of planning in this case is establishing how to achieve the quality goals.

A vision has no connection to reality until it is translated into quality goals.  Planning is impossible until goals are established.

Tactical quality goals refer to goals designed to meet human (customer) needs. These include product features, process control features, etc.  They are set by middle management in order to meet the strategic goals.

Strategic quality goals are set at the highest level of the organisation. They are often driven by the company's strategic vision and policies. Examples of strategic goals are: "Improve product and service quality ten times (Motorola)", and "Reduce billing errors by 90% (Florida Power and Light Company)". 

Upper management should not become involved with individual tactical quality goals as there are too many, but they need to be involved with them at the 'collective' level.

Quality goals do not only come from customer needs. They can be driven by a company's concept which may need to be marketed to customers (an example is Walkman, which no customer 'needed' or asked for). Goals can originate from regulations, or from internal human desires to be meticulous.

Some of the most important bases of quality goals:

• Technology - in the form of specifications and procedures
• Market - quality goals that affect saleability should be based on the market
• Benchmarking - quality goal made with reference to what other companies are achieving
• Historical - performance in the past is used as the basis for performance in the future. Sometimes the goal is to improve on past performance. Sometimes the goal is ensure stability with past performance.  This basis can be a double-edged sword.

Quality goals are a hierarchy. Primary goals are at the top. These include 'personal health' or, for a car, 'effective transportation'.  Secondary goals are essential in achieving the primary goal, tertiary goals help achieve the secondary goals, and so on until each sub-goal is achievable in technological terms.

Planning is an essential part of achieving generating and achieving quality goals. Planning helps identify what sub-goals are needed (by asking: how can we achieve the primary goals?) and how each sub-goal can be achieved.

Deployment of Quality Goals

'Deployment' means allocating the goal to someone who will deliver the goal.

Strategic goals are subdivided in smaller and smaller sub-goals which are then allocated to someone (eg a middle manager). In Japan, that someone determines what resources they need to accomplish the sub-goal. This arrangement enable participative two-way planning.

Strategic goals are too big and systemic to assign to one person. However, it is imperative that every goal be 'deployed' (ie, allocated). One solution is 'teams'. A team is formed and assigned to deliver the goal. The example mentioned in Chapter 2 is 'Team Taurus', tasked to deliver the strategic goal of making Taurus quality best in class.

Provision of Resources

Goals need resources to achieve them. A key blocker to achieving strategic quality goals is the non-provision of resources to achieve them. The practice of developing strategic quality goals seeks to reuse the existing practices in business. Businesses have processes to allocate resources to define, administer, and delivery business goals.  Strategic quality should be approached the same way.

Corporate Interference

Expect resistance from various areas of an organisation when developing strategic goals. The key cause of resistance is the reduction in autonomy of the various divisions and functions. Strategic goals are directions from above, plans to achieve them by the divisions are approved from above, and people from above will be monitoring the division's achievement of those goals.  All three aspects are reductions in the autonomy of the division, and can cause friction, even in the most harmonious relationships.

Idenitfying the Customer

It's curious that Juran says the "next step" after establishing the quality goals, is identifying the customers.  It seems counterintuitive. Wouldn't you need to know your customers first before meaningful quality goals can be established?