Sidney Vianna said:
Not sure I understand it. Are you saying that ISO 9001 should be implemented under the perspective of INTERNAL (to the organization) customers and suppliers, and eventually, when that process works, the EXTERNAL customer will get what they want?
A primary input to Sales is the external customer's needs, requirements and expectations. The Sales process is to understand and digest these into an understandable set of requirements - the Sales output. These are provided to Sale's internal customer - Design.
Design and Engineering take this as an input, and further develop the technical and product details to achieve these requirements. In many cases, they never talked to the customer himself. They take the Sales outputs and process them. If done correctly, the customer's order moves to the next level. The internal customer to design is Manufacturing. The output of Design are the documents that Manufacturing needs to fulfill the order to the external customer's expectations.
The next internal customer is Shipping. Manufacturing must function so as to meet Shipping's needs. If done correctly, Shipping gets great parts, on time, and ships great stuff to the external customer.
This is overly simplified, there are many more steps and substeps. But, at each stage, the process seeks to meet the needs of the next customer. The same for support processes. They seek to make their internal customer's needs met very well. This all serves to move the product through better, faster, cleaner, smoother to the ultimate external customer.
This is a 4 hour seminar, and it is hard to distill it into 4 paragraphs. But this is how the folks rowing in the bottom of the boat, can meet the needs of an external customer they never met, and hardly understand. By meeting the needs of the next process in this "bucket brigade."
If everyone tries to see the external customer, and meet his needs, they fail to meet the needs of the next process. Consequently, the processes don't work well, and the external customer's needs are not satisfied.
This all relates back to the concept of leadership, which consists in making sure that everyone A) understands what's expected of them; B) understands how what they're doing relates to the end of the line, and C) understands that their primary responsibility is to do the job at hand in accordance with methods that have been proven successful. The emphasis is on designing processes that, when strung together, form an ordered symbiotic relationship wherein the whole becomes greater than the sum of its parts. Contrast this with a bunch of people setting up processes without talking to each other, and with no knowledge whatsoever of how what they're doing affects the next operation, which is the way most businesses operate, and the reason that things so often go wrong.