Quality Objectives

In a previous blog, we covered establishing a Quality Policy Statement. If you have not already, we suggest you read this blog before continuing any further with Quality Objectives.

Now that you have an understanding of how to create a Quality Policy Statement, we need to understand how we begin achieving the policy. We do this by setting Quality Objectives.

Quality Objectives have to be linked to the Quality Policy Statement. Within your policy, it will state commitments you are willing to make to ensure your business achieves quality. We need to set a quality objective against each statement/commitment you identify.

Lets take a look at two examples we as Auditors typically find:

Policy Statement: We strive to satisfy all our customers with next day delivery.
Quality Objective: % of orders to be despatched within 12 hours of receiving a customer order.

Policy Statement: Right first time service delivery.
Quality Objective: Receive a score of 90% excellent feedback from each customer delivery.

Quality Objectives are best as S.M.A.R.T (Specific, Measurable, Achievable, Relevant and Timed). Lets have a detailed look into S.M.A.R.T:


What exactly do you want to achieve? The more specific your description, the bigger the chance you’ll get exactly that. S.M.A.R.T. goal setting clarifies the difference between ‘I want to be a millionaire’ and ‘I want to make £50.000 a month for the next ten years by creating a new software product’.

Questions you may ask yourself when setting your goals and objectives are:

  • What exactly do I want to achieve?
  • Where?
  • How?
  • When?
  • With whom?
  • What are the conditions and limitations?
  • Why exactly do I want to reach this goal? What are possible alternative ways of achieving the same?


Measurable is where you would set a specific target so you can measure your current rate against your goal. Lets take a car for example, if our aim was to travel 0mph-60mph in 10 seconds, we can measure the result by using a stop watch and the speed dial.


Objectives need to be achievable. They can be stretching but not unachievable. Ask whether, with a reasonable amount of effort and application, the objective is achievable.


The main questions, why do you want to reach this goal? What is the objective behind the goal, and will this goal really achieve that? You could think that having a bigger team will make it perform better, but will it really?


Time is money! Make a tentative plan of everything you do. Everybody knows that deadlines are what makes most people switch to action. So install deadlines, for yourself and your team, and go after them. Keep the timeline realistic and flexible, that way you can keep morale high.

ISO Standard

Quality Objectives are identified within ISO 9001:2015 Clause 6.2. Within this clause will provide you with the requirements of meeting this section of the Standard.

If you require any help setting your Quality Objectives, please do not hesitate to contact us.