The 8 Management Principles underlying this Standard:
These principles have been identified to facilitate the achievement of quality objectives and form the foundation for effective quality management. 1. Customer Focus
Organisations depend on their customers and therefore should understand current and future customer needs, should meet customer requirements and strive to exceed customer expectations. Satisfying customer needs and requirements should be the prime objective for any organisation because organisations will generate profits mainly through the sales of their goods and services to customers. Without customer satisfaction any business will ultimately fail. Any organisation also needs to have ways of keeping in touch with how customers perceive its performance, that is, how well they think the organisation has met their requirements. ISO 9001:2008 places much emphasis on customer focus. Organisations can obtain customer needs through surveys and the surveys are normally conducted by an ISO auditor. Conducting a survey is a form of documentation. In fact customer needs can be obtained in many forms. Other than formal surveys, customer needs can also be obtained during customer visits, customers complaints and customer feedback. These data can be used as an input in the ISO system. By applying the principle of customer focus, managers will be able to research and understand customer needs and expectations. By encouraging open dialogue and feedback from their customers will allow them the opportunity to better understand their needs and how they may better serve them. This, in turn, allows these managers to set goals to improve customer satisfaction and retain customer loyalty. Some methods that allow businesses to better communicate with their customers include the use of suggestion boxes, comment cards and providing a telephone number for customers to call when they have questions or comments. Moreover, the managers must also ensure that the goals and targets of the organisation are perfectly aligned with the customer needs and expectations and that these needs and expectations are properly communicated to all employees throughout the organisation. The customer focus principle is also associated with some benefits that the organisation is likely to gain. Firstly, revenues and market shares obtained are likely to increase through flexible and fast responses to market opportunities, that is, when organisations focus more on satisfying customer needs, their sales are more likely to increase ultimately this also leads to an increase in market shares. They also have access to more market opportunities due to competition advantage that they will gain. Secondly, customer focus principle helps to improved customer loyalty which leads to repeat business and referrals on part of the customers. When customers are satisfied with a product or service that an organisation providing to them, they will be willing to come back to this organisation and continue to purchase with it. Thus they develop a brand loyalty for this organisation’s products and they will not want to switch to its competitor. Satisfied customers will also refer the organisation’s products to their friends and family which will increase the number of sales for this organisation and thus leads to more profits. 2. Leadership
The strategy, direction and ultimate success of any business is largely dependent upon its leadership, along with the environment and even the culture that is encouraged throughout the organisation. Leaders establish unity of purpose and direction. They should create and maintain the internal environment in which people can become fully involved in achieving the organization's objectives. A good leadership is important to influence and motivate others to follow him/her into areas of uncertainty. What it means here is that the crucial leadership role is concerned with change. In times of uncertainty, change is the only constant to the...
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