Busincsses frequently undertake initiatives to improve the quality of their products. Most of these efforts focus on minimizing defects and preventing quality problems from reaching the customer, whether the customer is internal or external, and each company has its own set of protocols to follow so it can produce "high" quality goods and services. But what really makes goods or services high quality? Does high quality mean that it is free from defects? Or is it that the product works as expected with little maintenance for a long time? The answer is that the quality of a good or service is exactly how it compares to the expectations of the customer using it, not in the charts or inspection reports or marketing surveys or, even, in the product itself.
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