What Are Quality Objectives? (With Some Examples and Tips)

By Indeed Editorial Team

Published September 15, 2021

Quality objectives are goals organizations use to improve the value of their products, services or products. These can help them create an action plan for how to meet their quality policies and satisfy customers. Understanding how to set and implement quality objectives can help your organization achieve improvements in your business operations. In this article, we define quality objectives, explore some categories, provide steps for how to create them, offer tips for carrying them out and look at some examples.

What are quality objectives?

Quality objectives are measurable goals related to the value of a company's products, services and processes. These come from the International Organization for Standardization (ISO) quality management systems, which is a set of guidelines to help organizations meet their customers' needs and requirements. Quality objectives can help transform a company's quality policy goals into an action plan. Often these are specific to a department, team or project.

Related: What Is Objective Setting? (Plus How To Set Objectives)

Quality objective categories

Quality objective categories may include:

  • Availability: Availability objectives are targets of how often a company plans to make its products available.

  • Customer service: Customer service objectives are goals related to how satisfied customers are with an organization and look at the percentage of negative and positive reviews.

  • Defects: The defects quality objective category refers to the percentage of products a company releases to the market with flaws.

  • Durability: Durability objectives are goals organizations set related to how long a product can last and perform its functions.

  • Performance: Performance objectives focus on activities related to improving how a product or service fulfills what you design it to do.

  • Timeliness: Timeliness objectives are the percentage of finished products that the company delivers by its deadline.

Related: Quality Management: What It Is and Why It's Important

How to create quality objectives

When setting your quality objectives, it's important to use the SMART goal-setting approach, which stands for specific, measurable, attainable, relevant and time-bound. Here are some steps to take when creating your quality objectives:

1. Determine your mission

Before you develop your quality objectives, consider why your organization exists. Reflect on your company's mission and strategies to help you determine what objectives to have. You can also consider what your customers may expect from you and form your objectives based on their expectations.

2. Be specific

When creating your quality objectives, be specific about what you hope to achieve. Try to identify a certain area that you could improve in your business operations. Instead of an overarching goal, you might focus on one area. For example, a marketing firm may want to increase the number of clients for its digital team.

3. Make it measurable

In order to identify if you met your goal, make sure it's measurable. If possible, you can include a percentage of how much you hope to improve or reduce in a certain area. A marketing firm may set a quality objective to increase the number of clients for their digital team by 15%. To determine if they accomplished this objective, they can compare the number of clients from the start and see how many more they had by the end.

4. Keep it within your abilities

As you set your quality objectives, consider whether they are attainable. You can reflect on past data to see what your company previously achieved. If the marketing firm previously increased its number of clients by 12%, then a 15% increase is likely attainable.

Similar to making your objectives attainable, make sure they are also realistic. This can help your team believe in the possibility of this type of improvement. For example, if your marketing firm aims to increase its amount of clients by 50%, that may be unrealistic since this is significantly higher than its previous increase of 12%.

5. Align with your goals

Make sure your organization's objectives apply to your quality policy and customers. Think back to what your overall mission is to determine if this goal can help you achieve the broader one. For a marketing firm, their overall goal is to provide marketing services to clients, so attaining more clients can help them achieve this overall goal.

6. Set a deadline

To help you monitor how closely you reached your goal, select a deadline for when you plan to achieve your objectives. Consider whether you hope to achieve this in the next six months, quarter or year. For instance, a marketing firm may want to increase the number of clients for its digital team by 15% in the next quarter.

Related: SMART Goals: Definition and Examples

Tips for implementing quality objectives

Here are some tips to help you implement quality objectives:

Communicate with your team

Share your quality objectives with your team members so they are aware of what you are trying to achieve. This can ensure everyone moves in the right direction and takes appropriate action. Some ways to communicate your objectives include holding a team meeting or setting up a communication platform where your group can collaborate.

Create an evaluation methodology

As you implement your objectives, you can establish an evaluation methodology for how you plan to measure your goals. Decide when to review these objectives and how to track key metrics. Regularly evaluating your business operations can help you continually improve and identify if you need to adjust your objectives.

Use documentation to track progress

Document all data related to your quality objectives to help you measure your metrics and success. You can do this by using document management software that allows all team members to contribute information. Maintaining documentation helps you keep track of the progress toward achieving your objectives.

Related: Example of a Quality Management System (With Definition and Types)

Examples of quality objectives

Here are some examples of quality objectives for different categories:


Here are some examples of quality objectives related to defects:

  • Distribute less than 5% of products with defects in the next six months.

  • Reduce defective products from 12% to 10% within the next quarter.


Here are some examples of performance quality objectives:

  • Increase the sales team's productivity by 7% next fiscal year.

  • Increase our coffee bean profits by 24% this quarter.


Here are some examples to help you form a safety-related quality objective:

  • Decreasing safety incidents in the office workplace by 13% next quarter.

  • Achieve zero work accidents during the construction project on the new storefront.

Customer service

Here are some examples of quality objectives for a company's customer service:

  • Maintain an online customer service satisfaction rating of 85% this year.

  • Decrease the number of negative ratings on review sites from 9% to 4% next month.


Here are examples of quality objectives for a company's delivery:

  • Achieve 90% in on-time deliveries for completed soccer cleats by next year.

  • Limit the number of late arrivals for finished sweaters to less than 5% this quarter.


Here are some efficiency quality objective examples:

  • Improve operational efficiencies of T-shirt factory lines by 24% within the next four months.

  • Produce 1,000 more books than the amount published last April.

Please note that none of the organizations mentioned in this article are affiliated with Indeed.

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