In this book, we talk about many of the tools and techniques of qual­ ity. These tools are easy to learn. So you can better see where the tools of quality fit in your service business, we will first talk about what it takes to become a quality organization. THE NEED In many manufacturing industries worldwide, quality is a major strat­ egy for gaining the competitive edge. Quality in the Japanese auto indus­ try, for example, means the quality of everything the company does as well as the quality of the product itself. This includes the quality of sales; of market research to find out what the customer wants, needs, and ex­ pects; of new product development; of ordering processes; of billing; of service of the product; etc. What does this have to do with service organizations? Until recently, the really tough competition from abroad, especially from Japan, has been in manufacturing. Competition is now growing in service industries as well. Any company, whether foreign or domestic, that learns the ideas and tools of quality and practices quality management will become a serious competitive threat to your company. Some examples may help you see the seriousness of your situation.