THE FACETS Total Quality

Management

OF QUALITY
Learning
Episode 02
 Each of you defined what quality
meant to you.

PREVIOUS You merged yours with a partner’s

SESSION definition…

Then you combined those into a

team definition.
 It is difficult to define what
quality means…

Then how are we going to

judge the quality...
IF, IN THE FIRST
PLACE… …of your definition of
“quality.”

That is why you came up with

a metrics or criteria on how
your definition will be judged.
NOW, PRESENT!
In the process of combining your Was there an instance that you
individual definitions of quality… subjugated individual preferences in
favor of what is acceptable to the
majority?

DEBRIEFING
 “The standard of
something as “How good or bad
“Superiority in
measured against something is.” —
kind.” — Merriam-
other things of a Cambridge
Webster
similar kind.” — Dictionary
Oxford Languages

How can you say

What are the How can you say
something is
standards of something is good
superior to
measurement? or bad?
anything?

THE TEXTBOOK DEFINITIONS OF

QUALITY
 OR SHOULD WE SAY THAT
QUALITY CANNOT BE
DEFINED BUT CAN ONLY BE
EXPERIENCED?
THE EXPERIENCE OF QUALITY…
OR THE LACK OF IT
 Personal

Experience of
Universal Social
Quality

Cultural
PERSONAL LEVEL

Each according to a person’s taste.

It’s all about personal preferences:

What matters, what has value, what is quality is relative to each

person.

If there is a valid personal element to taste…

Then there is no logical argument to insist what someone

else should or should not like.
 Should we produce a product
of varying qualities that will fit
THEN, IF a customer’s preference?

THAT IS THE
CASE… Wouldn’t that be a costly
attempt to achieve quality?
 Styles and forms are
agreed on by groups of
people—

SOCIAL Economic or social classes,

ethnic groups, families, or
LEVEL groups of friends.

Styles (TRENDS) may last a

season, years, or even
decades, but not centuries.
 A culture To those who To anyone
determines grow up trained in one
what is beautiful learning to tradition, the
CULTURAL (quality): appreciate
classical music.
music is
beautiful and

LEVEL
deep.

But the Are strange

traditions alien enough to be
to us, although uncomfortable.
alluring…
 All of us generally agree that
something is beautiful:

UNIVERSAL Sunrise

LEVEL Night sky full of stars

A swim in the sea

WHEN Decide what we
like:
We decide
internally…

WE AS
PEOPLE… Mixing
together all four
of the elements
(personal, social,
cultural,
universal).
 • Each group will create a specific set of
standards that when read or
accomplished…
• Will tell if a product has quality or
not.

SO, LET’S MIX • At least 3 criteria for personal level…

• 3 criteria for social level…
THEM ALL • 3 criteria for cultural level, and…

TOGETHER • 3 criteria for universal level.

• Each criterion should be very, very
specific to inform and guide a product
manager or service provider on what
attributes a product or service must
meet to determine whether or not that
product or service has quality.
QUIZ 1: GROUPS & PRODUCT LINES
Analysts: A set of standards to determine the quality of a tricycle
transport service.

Diplomats: A set of standards to determine the quality of a public

library service.

Sentinels: A set of standards to determine the quality of a sizzling sisig.

Explorers: A set of standards to determine the quality of an LTB.

 …Interviews with stall
owners, the librarian, and a
TODA driver.

CONDUCT…
From that info, produce
ideas, and develop your
standards of quality.
SCORING
{4 levels x 3 criteria = up to 12 points}
Yes, 1
Specific, concrete,
and understandable
No, 0

Yes, 1
Criterion 1 Realistic and doable
No, 0
Per level Criterion 2
Yes, 1
Criterion 3 Falls under this level
No, 0
AGAIN

What specific standard should we use to measure if a

Personal level
product or service has the attributes of quality at this level?

What specific standard should we use to measure if a

Social level
product or service has the attributes of quality at this level?
Product or service
What specific standard should we use to measure if a
Cultural level
product or service has the attributes of quality at this level?

What specific standard should we use to measure if a

Universal level
product or service has the attributes of quality at this level?
TO PREVENT YOU FROM COPYING
FROM THE INTERNET…

Leave your phones here: The Leave the classroom and get to a
Class Secretary will safekeep them. spot that will induce your creativity.
PUBLIC LIBRARY SERVICE
Diplomats
 Kapag approachable at
accommodating ang
librarian.
EXPERIENCE
OF QUALITY
Madaling na-access ang e-
AT THE library.
PERSONAL
LEVEL
Availability ng personal book
preferences.
Kapag madaling maintindihan ang
ino-offer na library orientation (face-
to-face or online). EXPERIENCE
Kapag may social media account sila; OF QUALITY
nae-entertain or responsive sila sa AT THE
kanilang mga social media.
SOCIAL
Madaling maintindihan ang mga LEVEL
instructions sa paggawa ng outdoor
library book return.
EXPERIENCE OF
QUALITY AT THE
CULTURAL LEVEL
‘Yung library natin dito sa
university, pumapayag na magdala
ng water sa loob ng library para
hindi na palabas-labas ang
student.

Pagdating sa health protocol, may

ibang library na limited lang ang
pinapapasok or kine-cater.

Sa BulSU by table pero sa ibang

bansa, mas prefer nila ang library
na carrels ang design.
EXPERIENCE OF QUALITY
AT THE UNIVERSAL LEVEL
Ang classification na ginagamit
nila, for example: BulSU ang
ginagamit ay Library of
Congress usually pati sa US
ganuon din ang ginagamit.
Ang library ay dapat i-
consider as malinis at
tahimik dahil para hindi
maka-distract sa mga nag-
aaral.
SIZZLING
SISIG
Sentinels
EXPERIENCE OF
QUALITY AT THE
PERSONAL LEVEL
• Luto ni mama ang sisig.
• Sobrang anghang na may
maraming mayonnaise at
ketchup.
• Konti lang (ang) sibuyas,
maraming mayonnaise at
dalawang itlog na may chili
mansi na toyo.
EXPERIENCE OF
QUALITY AT THE
SOCIAL LEVEL

Sisig na walang
mayonnaise.

Sisig na may itlog.

Sisig na may chicharon

at tokwa.
EXPERIENCE OF
QUALITY AT THE
CULTURAL LEVEL
• Gawa sa bangus o manok
na sisig (Muslim).
• Sobrang anghang na sisig
na may sili (Ilocos).
• Sisig na maraming
mayonnaise at sibuyas at
sili. Maraming sahog na
may tokwa (Pampanga).
EXPERIENCE OF
QUALITY AT THE
UNIVERSAL LEVEL

Mainit at bagong luto

(umuusok).

Maanghang.

Sisig na gawa sa baboy na

may siling green, at sibuyas.

This Photo by Unknown Author is licensed under CC BY-NC-ND

TRICYCLE
TRANSPORT
SERVICE
Analysts
EXPERIENCE OF
QUALITY AT THE
PERSONAL LEVEL

May sounds sa tricycle o may speaker

(soundtrip habang nakasakay).

May Bible sa loob ng tricycle.

May salamin sa loob o makintab na

halos makikita mo ang reflection.
EXPERIENCE OF
QUALITY AT THE
SOCIAL LEVEL

Madaling pakiusapan ang

tricycle driver o mabait.

Mura maningil.

Komportable.
EXPERIENCE OF
QUALITY AT THE
CULTURAL LEVEL

Mura maningil.

Mabilis na
maihahatid sa
destination.

Maingat sa
pagmamaneho.
EXPERIENCE OF
QUALITY AT THE
UNIVERSAL
LEVEL

Mura maningil (sakto

lang ang rate kada
lugar ang singil).

Maganda ang hitsura

ng tricycle.

May lisensiya.
LUGAW,
TOKWA’T
BABOY
Explorers
EXPERIENCE OF
QUALITY AT THE
PERSONAL LEVEL
• Walang bawang (fried
garlic).
• Spicy, calamansi, patis,
paminta.
• Sa boiled eggs (ataw ng
color white, gusto yellow
lang).
EXPERIENCE OF
QUALITY AT THE
SOCIAL LEVEL
• Unli lugaw.
• Tokwa’t baboy (liempo,
pork belly).
• Crispy.
EXPERIENCE OF
QUALITY AT THE
CULTURAL LEVEL
• Atsuwete (buto ng
atsuwete): pampakulay ng
lugar, “orange.”
• Price-, budget-friendly
(price range: 40 to 60
pesos).
• Almusal; may hangover;
maysakit.
EXPERIENCE OF
QUALITY AT THE
UNIVERSAL LEVEL
• Malagkit na rice.
• Hot (bagong luto); basta
hindi malamig.
• Luya.
DEBRIEFING

As we work to define “What do customers When we ask this Keep in mind the
quality in the specific, like about our question, we should complicated
we are asking, present or future remember the four challenge of figuring
products or levels of the out what other
services?" experience of people—especially
quality, and… many other people
who we don't
know—want.
STANDARDIZE
What you did
 A rule or guideline…

STANDARD That when followed…

Brings consistency.
STANDARDS ARE

External

Internal
 Unchanging customs that society relies on.
External

Internal
 Unchanging customs that society relies on.

The norms of negotiation acceptable in a society

External

The society’s norms in keeping agreements

Internal
 HOW FILIPINOS NEGOTIATE

We are group-oriented. Non-confrontational

Establish close bonds before closing a deal.

 Establish close bonds before closing a deal.
FAMILIARITY
RESPECT
TRUST

Madaling pakiusapan ang tricycle driver. Approachable at accommodating

Mura maningil. na librarian.
 Unchanging customs that society relies on.

External
The norms of negotiation acceptable in a society

The society’s norms in keeping agreements

Internal
 Unchanging customs that society relies on.

The norms of negotiation acceptable in a society

External

The society’s norms in keeping agreements

We do not say “No.”

Internal
 The norms of negotiation acceptable in a society

The society’s norms in keeping agreements

External We do not say “No.”

Agreement are broken.

Relationships are
jeopardized.
Internal
 Unchanging customs that society relies on.

The norms of negotiation acceptable in a society

External

The society’s norms in keeping agreements

Cultural Internal
 Unchanging customs that society relies on.

External Regulations imposed by government.

Internal
 TRADE SECRETS
Internal

Formulae, recipes

Methods
External

Codified or uncodified
 TRADE SECRETS
Internal
Formulae, recipes

Methods
External
Proprietary
 Our assumptions about what everybody
likes are often cultural, and not
universal.

And preferences about what we like are

A STORY visceral and run deep.

This is particularly true in relation to

things that affect our sense of taste,
touch, and sound.
SO, ARE STANDARDS CULTURAL?

High quality is always …Universal, A practical application

achieved by an unchanging principles of those unchanging
understanding of… combined with… principles to
changing
circumstances.
 THIS
…Is one of several things that
make the customer definition
of quality very difficult for

MIXING business-people…

OF …Who want to deliver

LEVELS…. quality and value to other

people.
BUT There are issues
that make it
WAIT, difficult to
understand what
THERE’S our customers
want
MORE!
1 | ONE PROBLEM RUINS THE
WHOLE EXPERIENCE
If you go to a wonderful
restaurant with excellent food, What do you The slow
beautiful decor, and very slow remember? service.
service…

If a single part of the The whole experience falters, at

experience is not least for most people most of the
good… time.
2 | QUALITY WORKS AT ALL FOUR
LEVELS AT ONCE

We must be satisfied
If the experience It isn’t an
To experience at the universal,
really fails for us on experience of
quality… cultural, social, and
even just one level… quality.
individual levels.
SAY, McDONALD’s
Which is a quality pasta dish: Jolly Spaghetti
or McSpaghetti?
Jolly Spaghetti may be satisfying us at all four
levels:

Personal: It’s nostalgic!

Social: Friends and family love to hang-out in a

family-friendly place
Cultural: We Filipinos love sweetened
sauces… And hotdogs!

Universal: It’s spaghetti! It’s comfort food!

 Low-cost option:
3 | EACH
INDIVIDUAL
IS DIFFERENT, Make the same products or services,
satisfy a few people, partially satisfy
BUT many others.
COMPANIES
SUCCEED BY Higher-cost option:
SELLING TO
MANY
INDIVIDUALS Provide custom products or services,
customers pay extra.
IN OTHER WORDS, WE CAN OFFER…

Products with
options (size,
color, capacity)

Standard
Full
identical
customization
products
Products with
limited
customization
(flavors and
ingredients, add-
ons)

Low cost High cost

 WE DEAL WITH ISSUES OF QUALITY ALL THE TIME

We concern ourselves Perceived quality is a Whether we articulate We all apply a number

with quality when we major factor by which them openly or keep of criteria when
are grocery shopping, people make them in the back of making a purchase.
eating in a restaurant, distinctions in the our minds…
and making a major marketplace.
purchase, such as an
automobile, a home, a
television, or a Goetsch, D. L., & Davis, S. (2013). Quality Management for
personal computer. Organizational Excellence: Introduction to Total Quality: Pearson
New International Edition. Pearson Education.
 FOR THIS REASON

It is important to measure To remeasure them

consumer preferences, and… frequently.
 Quality has many different
criteria, and…
TO MAKE
These criteria change
THINGS continually.
WORSE… Different people value the
various criteria differently.
 TO UNDERSTAND QUALITY AS A CONSUMER-DRIVEN
CONCEPT IS TO CONSIDER THE EXAMPLE OF EATING AT A
RESTAURANT

How will you Service Response Food Environment Price Selection

judge the time preparation or ambience (menu)
quality of the
restaurant?

Key Performance Areas [KPAs]

Goetsch, D. L., & Davis, S. (2013). Quality Management for Organizational Excellence: Introduction to Total Quality: Pearson New International Edition. Pearson Education.
HE’RE WHAT YOU’RE GOING TO DO:
GO BACK!
Analysts: Tricycle transport service

Diplomats: Public library

Sentinels: Sisig house

Explorers: Lugawan/gotohan
KPAs plus METRICS
KEY PERFORMANCE
METRICS
AREA (KPA)

Number of satisfied customers ÷ A quantifiable

Service number of survey responses x 100 = measure to
% of satisfied customers. track specific
area or process.

Response First reply time (FRT) does not

time exceed more than one (1) minute.
SAY, SIOPAO
KPA STANDARDS METRICS

Diameter of 10 to 12
Size
inches
Internal
Weight 100 grams per bun
Food standards
preparation
Color White

External
Salmonella Not detected
standards
 THE PROCESS

Identify first the

Know the internal
KPAs: What are the For each KPA,
and external
operational areas of identify the
standards per
the business metrics:
KPA: Be specific.
process?

Each metric should

interface at the Each metric must
personal, social, be measurable and
cultural, and specific.
universal levels.
 One problem ruins the whole
experience.

Quality works at all four levels

at once.

REMEMBER Each individual is different, but

companies succeed by selling
to many individuals, so…

There is a risk of sacrificing

quality for an individual…

BUT QUALITY MUST BE

MAINTAINED, nonetheless!
REQUIREMENTS & SCORING [Quiz: 36 points]
KPA STANDARDS METRICS

2 points per metric: If measurable, 1 pt. If

Key Performance Area 1 Three per KPA
cross-cutting at all experience levels, 1 pt.

2 points per metric: If measurable, 1 pt. If

Key Performance Area 2 Three per KPA
cross-cutting at all experience levels, 1 pt.

2 points per metric: If measurable, 1 pt. If

Key Performance Area 3 Three per KPA
Identify if cross-cutting at all experience levels, 1 pt.
INTERNAL or
EXTERNAL 2 points per metric: If measurable, 1 pt. If
Key Performance Area 4 Three per KPA
cross-cutting at all experience levels, 1 pt.

2 points per metric: If measurable, 1 pt. If

Key Performance Area 5 Three per KPA
cross-cutting at all experience levels, 1 pt.

2 points per metric: If measurable, 1 pt. If

Key Performance Area 6 Three per KPA
cross-cutting at all experience levels, 1 pt.
WHAT WE DID…
…Was set the basic minimum
standards of quality…

…Acceptable to the customer…

…That meet customer needs…

However, we have yet to EXCEED

THEIR EXPECTATIONS!
 Quality is “performance
to the standard expected
by the customer.”
Fred Smith, CEO of Federal Express

This Photo by Unknown Author is licensed under CC BY-NC-ND

 Quality is “meeting the
customer’s needs the first
time and every time.”
United States General Services Administration (GSA)

This Photo by Unknown Author is licensed under CC BY-SA

Quality is
“providing our
customers with
products and
services that
consistently meet
their needs and
expectations.”
Boeing
Quality is “doing the
right thing right the
first time, always
striving for
improvement, and
always satisfying the
customer.”

United States Department of

Defense
MEETING CUSTOMER
NEEDS…

…Is expected.

Exceeding customer
expectations…

…Is excellence!
QUALITY IS…

Meeting customer needs… And exceeding their

expectations.
 How can we manage
quality?
IF QUALITY IS
DIFFICULT TO
DEFINE… Can we manage
something that is hard to
define?
IT APPEARS THAT QUALITY CAN BE
DEFINED ONLY IN TERMS OF THE AGENT

Who is the In the mind of S/he produces Poor quality, to Good quality,
judge of the production quality if s/he him/her, means s/he thinks, will
quality? worker… can take pride loss of keep the
in his/her work. business, and company in
perhaps of his business.
job.

Deming, W. E., Cahill, K. E., & Allan, K. L. (2018). Out of

the Crisis, reissue. Amsterdam University Press.
 Quality to the plant
manager means to get the
FROM THE numbers out and to meet
specifications.
OTHER
POINT OF His/her job is also, whether
VIEW… s/he knows it or not,
continual improvement of
leadership.

Deming, W. E., Cahill, K. E., & Allan, K. L. (2018). Out of

the Crisis, reissue. Amsterdam University Press.
 …AND WE HAVE JUST UNCOVERED
ONE ASPECT OF QUALITY—

The RESULTS Does the This is an But it is not the We should be

ASPECT: product or important aspect only one! talking about
service meet or of quality… TOTAL quality!
exceed customer
expectations?

Goetsch, D. L., & Davis, S. (2013). Quality Management for Organizational Excellence: Introduction to Total Quality: Pearson New International Edition. Pearson Education.