Staff Performance Standards: Why “Quality” Is Not Important

Introduction

Quality is nothing more than a word. And as a word, it can’t be measured, controlled, systematized or standardized. It’s quite misleading.

We should stop using it.

An Imprecise Word

In the business world the word is usually linked with other words that imply it’s a word with special value e.g. quality control, quality standards, top quality, quality service. It’s meaning is unclear and sloppy.

Defining Quality

Defining quality poses special problems. It means different things to different people. And it’s generally used as a comparative term. To say that someone or something is a quality person, product or process infers that it’s superior to another person, product or process.

What The Dictionary Says

Dictionaries define it in terms such as “a distinguishing feature, property or attribute: degree of excellence, fineness or grade of excellence”. And that’s another problem. Someone or something is ascribed this virtue as an observer. “Quality” is merely a word we use to describe somebody’s judgement.

Quality And Value

Unless the person using it is a very good judge of the value of what he or she is judging, the word is of little value. What’s “quality” to me may be third rate to you. It means no more than this. In the eyes of an observer, someone or something is better than the someone or something it’s being compared with. Of course, promoters and marketers also love the word. It’s just hype to them.

A Valid Case

We can reasonably say that the Green Bay Packers are a “quality football team”. We know that because of what they have achieved. They’re the Super Bowl champions. Their results prove it. Whether they’re a team of “higher quality” than the 2002 winner, the New England Patriots, is still a judgement call. The variables involved are numerous and complex. It’s hard to make such a call objectively.

“Quality” And Standards

We use “quality” to describe what someone or something does. That’s why it’s of little value in setting or measuring staff performance standards.

If No “Quality”, What Then?

The word itself isn’t important. What it describes is. You need to determine what’s meant by quality in every aspect of your business. That’s the only way you’ll achieve it.

If “quality” can’t be measured definitely – qualified if you like – it simply doesn’t exist.

Meaning To Whom

You must describe what you mean by quality so that everyone, staff, customers and competitors know exactly what you’re describing when you use the word. That’s all you need to do.

Everyone’s Responsibility

What I’m saying has absolutely nothing to do with “Quality Control”. It’s certainly not the responsibility of a designated “Quality Manager”. Quality means meeting the highest possible standard of performance. That’s everyone’s responsibility in every job. It can’t be offloaded to a “Quality Manager”.

That’s another reason for not using the word.

Don’t Even Talk About It

Everyone with something to sell talks about the “quality” of their product or service. The word has lost its value. Whether you’re writing promotional material, preparing a job ad, talking to a prospect or customer, or interviewing a job applicant. Don’t mention it.

Be Specific Instead

“Quality”, to the customer, is about benefits not features.

• “We use only quality components” becomes “All our raw materials satisfy standard XYZ for aluminium and steel: they won’t crack or tear and will retain their shape in any temperature between 0° – 100°C”
• “Our frozen vegetables must satisfy stringent quality tests” becomes “All our frozen vegetables are farm grown in the deep rich alluvial flats of the Noonesville River. They are hand picked, treated and snap frozen within 8 ½ minutes of picking. Any blemished vegetables are discarded at picking”.
• “Our quality dispatch system guarantees same day delivery” becomes “All orders received by 11 am each day will be accurately processed and delivered by 4.30 pm on the same day”.

Where Does It Start

Measuring “quality” starts the moment your store, factory, office or workplace opens for business each day. It continues until your product or service is used by the end user. It’s a continuous process. You must meet your performance standards every single time.

For practical purposes, quality starts with clear measurable performance standards for all the jobs in your business.

Performance Standards Are Essential

Without clear measurable performance standards your “quality” will suffer. Without clear measurable performance standards you won’t know what you mean nor will your staff or your customers. There are no shortcuts; no quick fixes. It’s straightforward: no measurable performance standards; no effective way of measuring “quality” performance: no measured performance, no quality. That’s the reality.

The Absolute Downside

If your staff aren’t sure precisely what you mean by “quality”, they can’t provide it. It boils down to that.

Conclusion

“Quality” is a word. It describes clearly, definitively and measurably the standard of performance you guarantee. As that’s the case, don’t use the word itself. Use the description of the performance instead. As a plumbing company client of mine puts it, “If we’re late, you don’t pay”. Now that’s a commitment. Note that it doesn’t mention “quality”.

What To Do Now

Every time someone says “quality” ask this question: “How do we measure it?” Start people thinking “outstanding performance” and how to describe and measure it. Stop people thinking about quality.