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50 Examples of Quality Objectives

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Quality objectives are goals for the quality of products, services and processes. Quality objectives are typically set for a quarter or year and represent your efforts to improve the value of your products and services to customers. The following are common types of quality objective.
Reduce customer complaints.
Improve product ratings.
Increase customer satisfaction.
Reduce incidents and issues.
Reduce error rate.
Reduce human error.
Improve designs.
Improve build quality.
Use higher quality materials, ingredients, parts and components.
Reduce defect rate.
Increase durability.
Improve the customer experience.
Improve customer service.
Make services more friendly and approachable.
Increased professionalism and diligence.
Improved service environments such as the decor of a restaurant.
Quality related training and development for employees.
Improve sensory experience such as smell.
Make products more usable.
Increase efficiency.
Improve the consistency of products and services.
Increase product or service performance.
Increase speed and timeliness.
Safety & security improvements.
Improve reliability.
Improve uptime.
Increase accuracy and precision.
Improve product packaging.
Better meet customer needs.
Better align to customer perceptions.
Be more flexible, open and customizable.
Improve comfort & convenience.
Achieve more pleasing aesthetics.
Improved delivery.
More self-service options.
Easy access to high touch service.
Improved workmanship.
Improved quality control.
Achieve compliance to regulations and standards.
Improve billing accuracy and clarity.
Improve accessibility.
Make product better for people & planet.
Introduce fair terms and pricing.
Improve information and supporting materials.
Make products and services more healthy or natural.
Solve customer pain points with products.
Use customer feedback to improve product design.
Improve maintainability and ease of repair.
Set and achieve high professional standards.
More examples:


A goal for conformance to specifications such as 0.1% of items failing quality control and 0% of products being shipped with a defect.


A target for the minimum durability of a product such as 20,000 hours of use.


The efficiency of products and services. For example, a conversion efficiency goal for solar panels.


The performance of product and services as measured by a figure of merit.


On-time performance such as a train line with a goal of less than 0.1% late arrivals.


The stability of a service measured by incidents. For example, a software-as-a-service target to reduce production incidents by 30%.


Reliability goals such as a target of zero bugs in a software release.


A target for the uptime of a service such as 99.99%.


The accuracy of a process or service. For example, an inventory management process that seeks to reduce out of stock items by improving forecasting accuracy. Forecasting accuracy can be measured as the difference between forecast and actual results.


The variety offered by a service such as an ecommerce site with a target to offer the greatest variety of products. This can be measured by benchmarking product selection against competitors by product category.

Customer Service

Customer service objectives are often phased as aspirational goals that paint a picture of the customer experience. Typically measured with customer satisfaction.


Safety targets for a product, project or process. For example, a construction company with an objective of zero safety incidents.


Usability goals such as software that customers find intuitive and pleasing to use. Measured with techniques such as surveys or by measuring customer inquiries. The latter is based on the assumption that intuitive user interfaces generate less questions.


Objectives related to visual appeal, taste, sound, touch and smell. For example, an airline with an objective to have the tastiest first class meals on a particularly competitive route. Measured with customer feedback such as surveys or ladder interviews.


Goals for the quality of a product, service, process, experience or activity. This can include any factor that increases the value and consistency of these works.


It is a basic quality management process to establish a set of quality objectives. Unlike a quality policy, that is set at the top level of an organization, quality objectives can be specific to a department, team, process or project.
Next: Examples of Quality Objectives
More about quality objectives:
Example Objectives
Quality Analysis
Quality Objectives
Quality Policy
Sensory Design
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