How can I use ISO 9000 standards to increase the 'competitive edge' of my business?

Wednesday January 28th, 2004

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Summary: ISO 9000 Standards are a set of guidelines that define measures businesses should undertake to ensure quality control and product standardization. Meeting ISO 9000 Standards can help you promote both your business and product, and thus increase your 'competitive edge.'

How can I use ISO 9000 standards to increase the 'competitive edge' of my business?

The ISO 9000 Standards were created by the International Organization for Standardization. The ISO Standards are considered a consensus on “good management practices with the aim of ensuring that the organization can time again deliver the product or services that meet the client's quality requirements” (International Organization for Standardization, 2002). In other words, the ISO 9000 standards are not quality control standards for products per se, but are instead management systems standards that help businesses assure that they are following a set system for the production of their goods and/or services.

ISO 9000 standards essentially outline what requirements a good quality system will meet. Because ISO standards are implemented by individual businesses, corporations, and government organizations, the ISO 9000 “family” also provides auditing tools to make sure that you have properly implemented the standards and are meeting the quality requirements. More specific information on evaluation systems may be obtained from the ISO (http://www.iso.ch).

What about business diversity? The ISO 9000 standards target a large range of businesses-from “Mom and Pop” operations to multi-national corporations. How does the ISO know that its standards will work for all businesses? The answer is simple: ISO 9000 standards are designed to define what requirements a good quality system will meet, but they do not dictate how businesses must reach those requirements. If you own a small business, you can go about implementing the ISO 9000 standards in a fashion that is effective and efficient for the size and structure of your organization. If you are a multi-national corporation, you can use the same standards but employ different methods in the fashion that is most effective for the size and structure of your organization.

Now that you know what ISO 9000 Standards are and have implemented them in your mid-sized business, how can you most effectively use them to gain a competitive edge in your industry? ISO 9000 is about more than making sure that your product is standardized and meets industry specifications-it's also about meeting the needs of your customers, and going above and beyond their expectations.

Complying with ISO 9000 Standards can help you attract new customers and retain old ones. Customers will want to purchase your products or services if they know that they meet the quality standards of an industry body, or if they know that your products and services can work in concert with other products and services. For Example: You own a company that makes drill bits for heavy construction. You follow the ISO 9000 Standards specific to the construction industry, so potential purchasers know that your drill bits will be the right size and of the right quality to get their job done. By being able to show that you meet ISO 9000 Standards, you can win new customers. Because ISO 9000 Standards are different for specific industries, you will need to get a copy of the ISO 9000 Standards family and evaluate what is applicable to your business.

You can also have an independent, outside source evaluate your implementation of and compliance with ISO 9000 Standards. If you gain a satisfactory evaluation, you can boost your company's image by advertising the results. It is important to note that the International Organization for Standardization does not issue certificates of compliance, and you may not use its logo to advertise your compliance with standards. Independent auditors or government bodies, depending on your location, may issue certificates that indicate your compliance with ISO Standards. Be creative in publicizing successful evaluations, but be sure to review ISO guidelines to assure that you are not breaking rules for the use of their logo and name.