Bandeira ou algo mais?

O que se pretende com a certificação do sistema de gestão da qualidade de uma organização? Uma bandeira ou algo mais?

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De vez em quando encontro empresas certificadas com objectivos da qualidade que não passam de treta, são genéricos, infantis e nada têm a ver com o negócio.

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"2. Auditing quality objectives
Auditors need to verify that the organization’s overall quality objectives have been defined, that they reflect the quality policy, are substantially coherent, aligned and compatible with the overall business objectives, including customer expectations. (Moi ici: Treta, quantas vezes deparo com empresas certificadas e com objectivos da qualidade da treta, objectivos sem qualquer relação com o negócio) If this is not the case, the auditors should further evaluate Top Management commitment to quality. (Moi ici: LOL)
The fulfilment of quality objectives needs to be measurable and documented.
There is no specified way of identifying or documenting quality objectives, as these may appear through business plans, management review outputs, annual budgets, etc. It is up to the auditors to satisfy themselves that the objectives are adequately documented.
The auditors should obtain evidence of the way the quality objectives are suitably cascaded throughout the organization’s structure and processes, linking the general strategic objectives to management objectives and down to specific operational activities. (Moi ici:LOL, brincamos. Até parece que muitos auditores de terceira parte não conhecem estas linhas de orientação)
It is recommended that the documented quality objectives should be examined at the
documentation review stage of the audit.
Before the end of the audit, the auditors have to satisfy themselves that the quality objectives are realistic and relevant, and that the organization has assigned to responsible personnel the resources needed to meet their objectives. Evidence of this should be obtained at all levels of the organization.
Quality objectives are not static and need to be updated in the light of the current business climate and the quest for continual improvement. Auditors should verify that the overall performance of the organization reflects the aims of the quality policy and reasonably meets the quality objectives.
Auditors should keep in mind that the fulfilment of objectives can be measured in a quantitative or qualitative manner. They should also remember that there is a clear link between the dynamic aspects of revising the quality policy and the quality objectives and the commitment of the organization to continual improvement."

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Trecho retirado de "ISO 9001 Auditing Practices Group Guidance on: Auditing Quality Policy, Quality Objectives and Management Review"