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===Customer focus===
The primary focus of quality management is to meet [[customer requirement]]s and to strive to exceed customer expectations.
'''Rationale'''
Sustained success is achieved when an organization attracts and retains the confidence of customers and other interested parties on whom it depends. Every aspect of customer interaction provides an opportunity to create more value for the customer. Understanding current and future needs of customers and other interested parties contributes to sustained success of an organization <ref>{{cite web|title=Customer focus|url=http://www.iso.org/iso/pub100080.pdf|website=Quality management principles|publisher=ISO quality|accessdate=29 June 2016|url-status=live|archiveurl=https://web.archive.org/web/20160626105500/http://www.iso.org/iso/pub100080.pdf|archivedate=26 June 2016}}</ref>
▲[https://isoindia.org/faqs.php?certification=what-is-total-quality-management? Total Quality Management is additionally used within the e-business sector and it perceives quality management entirely from the purpose of view of the customer.]
===Leadership===
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