Etisalat's Quality Assurance Strategies

This assignment delves into Etisalat Company's strategies for ensuring high-quality services. It outlines the company's commitment to customer satisfaction and explores three key methods used to measure service quality: Key Quality Indicators (KPIs), live testing, and consumer surveys. The document also discusses Nextel's approach to quality improvement, emphasizing customer focus and management involvement as crucial factors. By analyzing Etisalat's efforts, the assignment provides insights into effective strategies for maintaining consistent service excellence in the telecommunications industry.

Running head: QUALITY MANAGEMENT
Etisalat- Quality Management

Quality Management 1
Table of Contents
Introduction.................................................................................................................................................2
Etisalat Group..........................................................................................................................................2
Processes of Insurance and Assurance.....................................................................................................2
Quality Planning..................................................................................................................................2
Quality Control....................................................................................................................................2
Quality Assurance in Etisalat...............................................................................................................3
Total Quality Management..................................................................................................................3
Quality Management Principles...............................................................................................................5
Principle 1: Customer Focus................................................................................................................5
Principle 2: People Involvement..........................................................................................................5
Principle 3: Continual Improvement....................................................................................................5
Process Management...............................................................................................................................5
Quality measures.....................................................................................................................................5
Key quality indicators..........................................................................................................................6
Live testing..........................................................................................................................................6
Consumer survey.................................................................................................................................6
Quality improvement...............................................................................................................................6
Customer focus....................................................................................................................................6
Involvement of management...............................................................................................................6
Conclusion...................................................................................................................................................6
References...................................................................................................................................................7

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Introduction
The report is about quality management of Etisalat Group, it is one of the leading telecom groups
in the world and is established in the UAE country. The report will provide the description of the
Etisalat Company with its process of inspection and assurance. Principles of quality management
and management process will be included in the report. Further, quality measures and quality
improvement strategies of Etisalat Group will be explained.
Etisalat Group
Etisalat Group in developing market is one of the leading group of telecom in the world. The
present market cap of Etisalat is over 42.5 billion USD. In 2016, reports show that Etisalat Group
had AED 52.4 billion of net revenue and AED 8.4 billion of net profit and in the world, Etisalat
is one of the most profitable telecom group. Four decades ago Etisalat was established in the
UAE and the first one to provide telecommunication services in the country (Etisalat. 2017).
Processes of Insurance and Assurance
Quality Planning
The process of identifying the standards of quality relevant to the project and determine the
satisfaction. Etisalat Company applies the following steps for quality planning.
 The quality objectives, that are performance restrictions in which confidence is present
that the facility being developed will be capable of meeting the objectives of sponsor’s.
 For implementation, resources are allocated including testing features and methods of
testing.
 The elements of data are collected, assembled and interpreted with the acquisition of data
and processing system.
 To track the progress of the project method of project metrics and data analysis are used.
 Improvement is done to cover the gap between actual performance and expectations.
 All the members of the project are informed about the quality evaluation (Sherif, 2006).
Quality Control
In telecommunication business, quality control is very important for meeting the requirements of
a user, in a budget, within time duration and with expected quality by the stakeholders. The
process of monitoring the results of a specific project by assuring that they are meeting the
agreed standards of quality and identifying the causes that affect the performance is known as

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quality control (Napiah, 2017). Tools and techniques are included in the quality control system
for measuring the quality and for taking the curative actions for removing problems and errors.
Cost charts, statistical sampling, Six-Sigma, ISO 9000, cost-benefit analysis, benchmarking,
Stage-Gate system, etc. are some of the tools and techniques used by Etisalat Company for
implementation of quality management. The quality control system of Etisalat Company is very
effective as it helps them to meet their objectives and goals.
Quality Assurance in Etisalat
In evolving products and services, quality assurance is an organized process of examination to
understand that the product which is being developed is fulfilling identified requirements (Rouse,
2017).
ISO 9000 is an international standard that Etisalat Company uses to confirm that their system of
quality assurance is effective or not. Receiving the confirmation from ISO 9000 depicts that the
company is providing quality of products and services (American Society of Quality. 2017).
Policies and objectives of quality assurance are decided by the Etisalat management team for
following the ISO 9000.
Total Quality Management
The total efforts of the organization’s management and its employees towards achieving the
customer satisfaction and customer loyalty are known as Total Quality management
(Management study guide. 2017). Etisalat Company uses various Total Quality Management
tools and some of them are the Pareto chart and Fishbone diagram.

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Pareto chart
Source [https://prezi.com/aopfnkopw996/etisalat-total-quality-management-analysis/]
Fishbone Diagram
Source [https://prezi.com/aopfnkopw996/etisalat-total-quality-management-analysis/]

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Quality Management Principles
Principle 1: Customer Focus
It is the first principle Etisalat Company uses in its working, this principle focus on the needs of
the customer and customer service. It encourages Etisalat to understand their customers’ needs
and meeting customers’ expectations. As result revenue of business and loyalty of customer
increases.
Principle 2: People Involvement
Etisalat believes that without their workforce they are nothing whether the workforce is full-time
or part-time. It is their hard work due to which business has achieved success. If a business will
involve them in the decision making they feel important and will contribute to the productivity of
the business. It also put efforts into making employees responsible towards their work.
Principle 3: Continual Improvement
According to this principle, main objective of the business should be of continues improvement.
It will help in grabbing the new opportunities for the business, improvement in their performance
and increasing flexibility.
Process Management
Process management includes planning and managing the events important to achieve high
performance in the operations of organization and recognizing opportunities for quality
improvement and operational performance and ultimately, for the satisfaction of the customer.
Activities that are involved in the process management- design, control, and improvement.
Design emphases on ensuring that the process inputs, such as skilled workforce, methods,
materials, and technology are suitable to achieve the requirements of the process.
Control focuses on sustaining regularity in output by measuring performance and taking curative
action when needed.
Improvement focuses on achieving good performance standards, such as less defects, reduced
deviation, errors and higher profits, smaller cycle times, etc. Time taken to complete one cycle in
a process is known as cycle times (Evans & Lindsay, 2016).

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Quality measures
There are three ways by which service’s quality is measured in Etisalat Company and they are
Key quality indicators, live testing, and Consumer survey.
Key quality indicators- These indicators help business to compare their performance with their
performance standards. Under this method data is gathered under a specified period of time at
one place.
Live testing- Live testing is another way to measure the service quality. It is used by Etisalat
regularly and due to its cost, it covers particular sample.
Consumer survey- This method provides the feedback and find out the weakest factor on service
quality (Kearney, 2010).
Quality improvement
Quality improvement is a Nextel approach for measuring service area and refining them on a
primary basis. Nextel approach is based on some principles for improving the quality are:
Customer focus- Companies like Etisalat focus on their customers and try to meet their
expectations.
Involvement of management- Management of the company should involve in the process of
improvement and should use their leadership skills to direct the operations.
Conclusion
Etisalat Company involves effective management with high ambitions and have the ability to
fulfill the vision of the company. Their vision is to be a market leader and provide the best
quality of services all around the world. Thus, to ensure the service quality they have established
a separate department of Quality Assurance and have appointed experts for its operation.

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References
American Society of Quality. (2017). What is the ISO 9000 Standard series? Retrieved from:
http://asq.org/learn-about-quality/iso-9000/overview/overview.html
Etisalat. (2017). Company Profile. Retrieved from:
http://www.etisalat.com/en/about/profile/company-profile.jsp
Evans, J.R. & Lindsay, W.M. (2016). Managing for Quality and Performance Excellence.
Cengage Learning.
Kearney, A.T. (2010). Telecommunication: Measuring Quality of Service. Retrieved from:
http://www.atkearney.in/documents/10192/178350/telecommunication-
measuring_quality_of_service.pdf/0b81e2a2-2c89-457f-ae91-6ce95453e1e1
Management study guide. (2017). Total Quality Management - Meaning and Important
Concepts. Retrieved from: http://www.managementstudyguide.com/total-quality-
management.htm
Napiah, Z. (2017). Quality Control System in Telecom System Engineering Project Management
Practices: An Exploratory Case Study. Retrieved from:
http://www.academia.edu/3997071/Quality_Control_System_in_Telecom_System_Engin
eering_Project_Management_Practices_An_Exploratory_Case_Study
Rouse, M. (2017). Quality assurance (QA). Retrieved from:
http://searchsoftwarequality.techtarget.com/definition/quality-assurance
Sherif, M.H. (2006). Managing Projects in Telecommunication Services. John Wiley & Sons.