Is a Sales Growth Objective a 'Quality' Objective ?

M

M Greenaway

#1
Hi All

Would like to gauge the Covers opinions on this one.

Is a company objective to achieve a sales growth of a product a 'quality objective' as defined by ISO9000 ?
 
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Howard Atkins

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#2
I would say yes that it is a basic objective of the organisation which can then be translated into constituent parts for various functions of the organisation.

The quality in quality objectives refers IMHO to the fact that there are requirements for the improvement of the company performance and as such the PCDA cycle is used to achieve this.

The overall objective includes aspects of customer satisfaction, increased efficiency, reduction of costs etc. All these are positive aspects of the objective.
 
C

chergh - 2008

#3
IMO absolutley. Without sales a company does not survive. Sales is a process as much as making the product being sold is, everyone would agree that to increase yield on a process could be a quality objective. I see increasing sales as being analgous to increasing yield.
 
P

Phil P

#4
I'd have to agree that it is OK, as one of our quality objectives is simply to increase customer satisfaction. It was named as an objective for the transition audit to the latest ISO9000:2000 and we had no problems with auditors then or since (we've had three different BSI auditors look at the system).
 
M

M Greenaway

#5
Thanks for the response so far guys.

The reason I ask is because I have exprienced ISO9001 auditors questioning a 'sales' objective as being a 'quality' objective.

These tend to be the auditors stuck in the mind warp of quality being soley about product compliance to drawing specifications, hence their expectation of a 'quality objective' is something relating to product compliance, such as defect rates.
 

Sidney Vianna

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#6
I respectfully disagree with previous posters. While sales objectives are very critical to any commercial organization, I don't think they constitute a quality objective. There are many aspects of an organization that can benefit from objectives, such as safety, environmental management, finances, etc...., but according to my understanding of the definition of "quality objectives" it would not qualify. From ISO 9000:2000 par. 2.11
:"...The quality objectives complement other objectives of the organization such as those related to growth, funding, profitability, the environment and occupational health and safety...."
Actually, in my view point, sales growth can have a direct and negative impact on quality and customer satisfaction, by making sales people overly eager to sell what they don't have, lie about delivery dates, over promise on product features, etc. That is why top management has to balance all applicable objectives of an organization, in order to achieve a sustainable balance.
 
M

M Greenaway

#7
Thanks Sidney

Your point is a good one.

Should we then, in terms of our ISO9001 system, only set objectives relating to product conformity and customer satisfaction ?

I fully take your point about balancing objectives.
 

Sidney Vianna

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#8
M Greenaway said:
Should we then, in terms of our ISO9001 system, only set objectives relating to product conformity and customer satisfaction
Q Objectives, in one way or another should be connected with customer satisfaction issues, imho. But depending on the type of organization, and their current and desired level of performance, some objectives could go beyond simple conformity issues. I offer the following objectives, as examples:
  • decrease lead times
  • improve inventory accuracy
  • reduce time to market while maintaining design soundness
  • improve billing accuracy (for a law firm)
  • improve on time delivery performance (almost an universal one)
  • reduce installation times
  • etc
There are wide variations on this topic, so I am sure different views could be offered.
 
C

chergh - 2008

#9
One of the aims of my current company is to be the world leader in our chosen sector, this is also included in our quality policy.

Having "sales growth" as an objective would seem to "complement other objectives of the organization" and be consistent with our quality policy, as required by 5.4.1 of ISO 9001:2000.

Could you explain why you would not consider this to be the case Sidney
 

Sidney Vianna

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#10
chergh said:
Could you explain why you would not consider this to be the case Sidney
No, I can't. If it works for you, go for it. 99.99999% of the commercial institutions in the world want to increase sales. If having a documented sales growth objective helps you moving towards world leadership, by all means, use it.
 
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