Continuous Improvement is an ongoing effort to improve your organization's products, services, and/or processes. These efforts can be:
Your ability to meet your customer's requirements is constantly being evaluated and improved in to deliver more efficiency, effectiveness and flexibility.
This is not a separate endeavor, but rather is part of the ISO 9001 Quality Management System. Feedback is evaluated against the objectives. ISO 9001 asks for Continuous Improvement of your QMS. One way is better focus through a more critical eye, and improving your knowledge to learn how to apply the tactics. Here are some tools to get you there:
ISO 9004:2009 is titled: "Managing for the sustained success of an organization. A quality management approach" and is designed to help you improve.
ISO 10014:2006 provides guidelines for achieving financial and economic benefits.
Both give examples of the application of the Eight ISO 9000 Quality Management Principles.
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