Quality management explained simply – fundamentals for businesses | DICIS AG

Dem Quality management plays an important role in a company. It ensures that a company’s offerings and customers’ expectations align. A  Quality management system is therefore one of the most important keys to business success.

In this article, you will learn what establishing a quality management means for companies, what role standards such as ISO 9001:2015 play, and how a ISO certification for management systems works.

Download our free e-book now. Learn about the requirements for quality management in accordance with ISO 9001:2015. You will find out which steps you need to take on the path to certification—and how you can implement the standard’s requirements quickly and easily.

So what exactly is quality management?

Quality management means organizing your company so that processes are clear and errors are avoided. You define who does what, review results regularly, and improve your processes step by step. This helps you work more efficiently, save time, and ensure more satisfied customers.

To do this, you establish a system of rules, responsibilities, and procedures within the company that serves to align all services (products, services, internal processes) with the needs of internal and external customers.

Quality management focuses on the Kundenorientierung im Mittelpunkt allen Handelns. Nicht nur Produkte, sondern auch Dienstleistungen und Abläufe werden so ausgerichtet, dass sie den Anforderungen der Kunden*innen entsprechen. Damit die Erfüllung von Kundenanforderungen kein Zufall ist, wird ein so genanntes „Managementsystem“ etabliert: Ein System, mit dem Qualität systematisch organisiert wird.

Das bekannteste Qualitätsmanagementsystem ist ISO 9001:2026. Companies can be certified to it.

What is quality, actually?

Quality means that a product or service delivers exactly what the customer expects. It is about delivering reliably, avoiding errors, and achieving consistently good results. For companies, that means clear processes, clean work, and satisfied customers.

Without explaining the term quality, quality management is difficult to explain. This is because quality is an apparently flexible concept. We quickly say something is of low or high quality. But what is quality, actually? In quality management, it is nothing more and nothing less than meeting a customer requirement. This will be explained with an example.

Low-cost simple hotel / hostel

If a customer’s goal is to stay overnight in a city as cheaply as possible, they will usually choose a simple low-cost hotel or a hostel. The customer expects clean accommodation, but no luxury.

Luxurious 5-star hotel

A customer wants to book a special experience for their city trip and chooses a 5-star hotel. They expect perfect luxury: rooms with special furnishings, soundproof walls and doors for a quiet night’s sleep, and exceptionally attentive service.

Because the concept of quality is based solely on customer expectations, both hotels have high quality if they meet those expectations. Quality therefore does not mean delivering the best and most expensive in every case, but delivering exactly what customers expect.

In this sense, the expensive hotel may even have lower quality than the cheaper one.

Example

Let us assume the customer of the low-cost hotel and the customer of the expensive hotel meet. The customer of the low-cost hotel says: “I received a very friendly welcome, the room was quiet and furnished more modernly than I had imagined.” The customer of the expensive hotel replies: “I had to queue for a long time at check-in, the hotel staff were unfriendly, and the room—despite the beautiful furnishings—was very noisy. I could not sleep properly.”

In this case, the low-cost hotel would have a higher quality as perceived by the customer than the expensive one. In quality management, the aim is therefore to reliably deliver the quality that customers expect.

What is a Quality Management System?

Many people have a misconception when they hear the term quality management for the first time. They automatically associate it with product quality. When they hear the term quality management system, they think of controlling product quality.

But that’s wrong. A quality management system like ISO 9001 is essentially more of a philosophy than a set of rules. In this article, we explain the  ISO 9001-Philosophie.

You can think of a quality management system as a large puzzle in which different pieces make up the whole. In this case, the whole is business success, and the individual puzzle pieces are the various requirements, such as those set out by ISO 9001.

A quality management system consists of various components.

Quality objectives: What does a company want to achieve? What position does it want to hold in customers’ perception? Does it want to be the cheapest? Does it want to appeal particularly strongly to certain customer groups through a specific type of specialization? The company’s objectives (also called strategy or vision) are the cornerstones of a quality management system. A company that has no idea what it stands for in the market, where it wants to go, and why customers think it is good or bad has no strategy.

Customer focus: In a quality management system, there are processes and procedures used to measure customer satisfaction regularly. This can include satisfaction surveys, regular structured exchanges with customers, and/or a process for handling customer complaints or suggestions. The core idea of quality management: collecting customer satisfaction data should not be random, but structured. This is intended to prevent a false self-perception from developing within the company because customer feedback is received only sporadically and incorrect conclusions are drawn.

Process orientation: In quality management, the most important business processes of a company are documented and made accessible to everyone—at least to the individuals concerned within the company. In a  In process management, all core processes and support processes of a company are documented. For each process, both the input and the output are described. Measurement criteria are defined for this. This can be most easily imagined using a production process: raw materials flow into the process, and finished products come out. Measurement criteria include material consumption, production time, number of finished products, and an error rate. However, this way of thinking can also be applied to other areas within companies.

Continuous improvement: Corporate and organizational development never stops. A quality management system ensures that companies continuously evolve. Every customer complaint, every customer contact, and every problem within the company is an opportunity for improvement.

In the ISO 9001 quality management system, additional factors also come into play, such as leadership, evidence-based decision-making, and relationship management.

Companies have relatively broad freedom in designing their quality management system. For example, with ISO 9001:2026, the standard must be interpreted in relation to the company’s own context. This flexibility is intentional, as every company should be able to implement an individual quality management system for itself.

A quality management system in accordance with ISO 9001 is certifiable and demonstrates externally that your company has created clear structures to ensure consistently high quality and customer satisfaction over the long term.

Quality management as a driver of business success

The aim of quality management is to ensure continuous development and ongoing growth of a company through the principles mentioned. The term “quality” can sometimes be misleading. Quality—i.e., the optimal fulfillment of customer requirements and needs—is an important part of business success. However, the components of a quality management system listed in this article are at least just as important.

It is no coincidence that many components of quality management systems (for example, developing strategies, principles of leadership and customer focus, and defining processes and procedures) are also found in the curricula of many MBA programs.

There is significant overlap between quality management and the training of top executives. Intensive engagement with quality management and quality management systems is therefore an important building block for individuals pursuing further specialist or leadership careers. Employees, managers, and companies benefit greatly from implementing quality management.