Globalization of supply and demand is steering quality management in the direction of integrality. There must be improved harmonization of products and processes. And the greater the distance, the greater the chance of errors within the production chain. KEMA argues for a smarter deployment of certifiers. “Both the manufacturer and the supplier as well as the importer and the consumer benefit from this.”

The world is a village. At least that’s what people often think. But in practice we frequently discover that what one villager sees as a quality product, the other sees as substandard. 

“The Global Village imposes its own criteria on our quality mindset,” believes Philip Altena, Marketing Manager at KEMA Quality. Sales Manager and colleague Bram Holtus: “So make optimal use of the certifier’s knowledge and network by deploying him in the areas where your own knowledge is lacking.” As an extension of this, KEMA developed a new service: Supplier Audits. “An on-site audit – a look-see – to make sure that what the buyer on one continent asked for is actually being produced on the other continent. 

Europe has the money to purchase products. But at the same time, Europe is also expensive. So manufacturers head for cheaper countries where products can be made that Europeans can buy. The German manufacturer that used to buy its components in the Ruhr region does business today with a supplier in Shanghai. Logical from an economic standpoint. But if you look at the production chain, then it’s also a risk-increasing move. Distance and language- and cultural gaps are factors that can cause more and more and bigger and bigger mistakes and misunderstanding.    So, it seems the Global Village is just a little bit bigger than we thought – especially when it comes to misinterpretation of standards.

Quality: the beginning and the end

The far-reaching globalization of the market means a huge opportunity for KEMA to offer added value to manufacturers and suppliers.   Altena: “We’ve got to get away from the idea that certification is the final act of the production process. Quality is both the beginning and the end. Quality certification doesn’t increase cost price. As a matter of fact, certification can prevent expenditures.” Costs related to damage claims, for instance. Because Altena observes with concern that the claim culture is on the rise in Europe too. “These days you see that big corporations, both producers and commerce, spend a tremendous amount of money on guarantee issues. But we have to realize that this is only a fraction of what it will cost if claims for damage resulting from inferior products start rolling in!” 

Bram Holtus illustrates this concern with the testing practices. “We have ascertained that more than half of the tested products need a redesign.” Holtus thinks it’s because here in Europe we impose criteria on products that people in the Far East don’t understand, can’t deliver or judge to be irrelevant. “But in Europe it makes a major difference for product liability whether that one little warning sticker is on the product – or not.” And then Holtus isn’t even talking about products that are just plain dangerous to life and limb… 

Return to sender: 50,000 components back to supplier

European authorities also know this of course. Control on Europe’s external borders is being intensified in order to prevent the market from being flooded with cheap but dangerous products and components. Holtus elucidates on the basis of a nasty example. “For financial reasons, a European manufacturer wants to buy components from the Far East. This manufacturer heads off with his international standards and operationally specific criteria under his arm.   He makes contact with a producer that assures him that what he wants can actually be delivered. A month later – back in Europe – the European manufacturer receives a sample that appears to be perfect. Next step is a contract for an order of 50,000 of these components. Another month goes by and then there’s a phone call from Cherbourg. French customs opened a container and seized a shipment of electronics.”  

And then the fat is in the fire. It is unclear from the documentation whether the shipment complies with the European directives. An initial assessment seems to confirm the worst suspicions. The subsequent course of events is obvious. Discussions on the quay, vague documents that are faxed around the world, and a story that usually ends with the shipment being sent back.

Reviewing the chain

Bram Holtus knows that manufacturers can prevent these sorts of problems. “Use your certifier! We were just talking about the fact that producing begins and ends with quality. What manufacturers and importers ought to do is review the chain.” Holtus: “Start now with the end user of the product and map out from that point what could go wrong at what moment. Ask yourself the question: what are all the things that could happen in the production chain that might result in the end customer not receiving the product or not accepting it? You can optimally deploy a good international testing house like KEMA in those areas where your knowledge is lacking.”

In other words, don’t go to “Nowheresville” without KEMA’s expertise. “We see through the veneer. We don’t let ourselves be conned by that first lovely sample with the big bow on it. Because of course that one’s okay.” 

DuPro Inspections

KEMA is doing Supplier Audits more and more often for its customers. Holtus: “DuPro Inspections stands for During Production Inspections. Simply taking a look-see right there in the factory while production is going on and then randomly selecting products from the production process and the warehouse and assessing them.” This gives customers the assurance that what they’ve ordered is actually being made. “In this context, we look at the international standard; however, we also include the customer-specific criteria in the assessment.” And if problems still arise afterwards on Europe’s external borders, then KEMA can offer the support to solve these problems. “If necessary, we’ll go to the quay in Cherbourg ourselves and help get the shipment into Europe,” said a self-confident Holtus.