Quality Assurance Stay ahead of the pack with ISO certification.

Consider your business's global reach. Now answer thefollowing question: What's your competitive advantage? Unless"quality" tops your list, you could be at a disadvantage,regardless of your product or service.

Adhering to the formal set of quality standards published adecade ago by the Geneva-based International Organization forStandardization (ISO) is becoming increasingly important for globalsuccess. "No one has made it a requirement, but it's thetrend," says Michael Ehsani, president of the AmericanInstitute of Consultants Quality Services Inc. in Houston. Everyyear, his business helps a handful of firms complete tedious andcomplicated ISO 9000, ISO 14000 and QS 9000 certificationprocedures, which have already been adopted by more than 98countries and organizations worldwide.

Put simply, ISO 9000 refers to the set of standards establishedfor quality management and assurance. Any type of company can applyfor certification, from staffing businesses to pharmaceuticalcompanies. Businesses can also apply for ISO 14000 certification--amanagement system designed for operations directly impacting theenvironment. And QS 9000 sets the standards for the automotiveindustry.

Certification gives you an edge and emphasizes to potentialcustomers and suppliers worldwide that you've made a seriouseffort to ensure your products and services meet the highestquality standards possible. It also opens your business toopportunities you'd otherwise miss, because ISO-certified firmswill usually only do business with other certified firms.

"If [companies] don't implement such a program,they're not going to continuously improve the quality of theirproducts and services like they should to stay competitive andprofitable," warns Ehsani. "And if they don't do itand their competition does, the competition is going to beat themto the punch in every bidding situation."

For More Information

• At the American Society for Quality site (http://www.asq.org ), you'll finddetailed information about ISO certification; helpful books,journals and software programs; and ISO seminars and trainingprograms. Call (800) 248-1946.

• The nonprofit organization American National StandardsInstitute (http://www.ansi.org ) offers detailedcertification information, training services and a catalog ofofficial standards. Call (212) 672-4900.

Front Runner

Obtaining ISO certification is not an easy task: First, abusiness must evaluate its weaknesses, then formulate an actionplan detailing the necessary improvements. Next, a 50-page document(called a quality system manual) is produced, specifying thecompany's philosophy and policies pertaining to ISO standards.Step-by-step procedures on complying with the standard, drafted forall your company's internal departments, must also be compiled,along with several months of documented evidence proving thesystems are working. The last step? Bringing in an officialregistrar who assesses the system, then decides if certification isdeserved. The entire process can take up to 18 months.

Despite the enormity of the job, in 1994 entrepreneur ChuckIrvine applied for ISO 9002 certification. "We felt it wasnecessary to be the first in our industry, to lead the way with ourcustomers and suppliers," says Irvine, chair and founder ofDes Moines, Iowa-based Prime Alliance Inc., an internationaldistributor of thermoplastic resins.

Since establishing the quality management system, Prime Alliancehas significantly heightened its productivity and efficiency, whileconsistently minimizing customer complaints. Irvine says he'seven formed better relationships with clients and energized hiswork force along the way. Says Irvine, "I would absolutelyrecommend it to any business."

Contact Sources

AIC Quality Services Inc., (281) 497-7878, ext. 2,http://www.aicservices.com

Prime Alliance Inc., 1803 Hull Ave., Des Moines, IA50313, (800) 247-8038