What is quality? And what is good or bad quality? Most of us understand the word, of course, but its meaning differs. When we consumers think about “high quality,” we usually think of well-built machines, the solid clunk when we close the car door, or the perfect seams on that expensive new dress.
When quality assurance professionals talk about it, they have a much more “academic” interpretation. In their view, even the cheapest products can have excellent quality. It all depends on what the customer expects. For instance, if you buy a nice-looking Rolex for €10 at a market stall in Marrakech, you soon realize that it doesn’t keep time very well. But then again, you hopefully didn’t expect it to at that price.
Dulanji keeps a close eye on quality
At Swedish Smokeless, the quality team has been one of the fastest growing and dynamic departments of the factory. Under the skilled guidance of QA Manager Dulanji Munasinghe, all aspects of production are under strict control. We sat down with her for some quality time to talk about her work.
“For us, quality is naturally about providing customers with the product quality they expect. But what we strive for is customer delight, not just satisfaction,” says Dulanji Munasinghe.
Dulanji joined Swedish Smokeless almost three years ago as head of quality assurance. Her professional journey begun in Sri Lanka, where she built her experience in the food industry. After moving to Sweden, she saw an opportunity to broaden her experience by working with snus production in Enköping. This led her to Swedish Smokeless.
“The most important thing for me is to work for a company that really takes quality seriously. When a company starts compromising on quality, they soon start losing their customers. Since I started working at Swedish Smokeless, I have been impressed by how the management in Enköping has prioritized quality assurance.”
New ways of working
Since joining, she has introduced new working methods and processes. She has also expanded the team supporting the total quality management function. So, what exactly is it that this team does? The answer to that question begins long before production is finished.
For example, when the dried tobacco leaves arrive, they are tested in various ways to ensure their quality meets the standards for their intended use. The cans must be the exact right dimensions, and the lids need to fit perfectly. And since all flavoring at Swedish Smokeless is done with essential oils, these also require analysis and quality assurance before being used in production. So, what do you test in the finished product before it is shipped?
“We do random checks on cans that come off all our production lines. They get checked for moisture, pH value, and other aspects. We also check that the cans are labeled properly for their intended markets, and we make sure they are sealed correctly. It is a meticulous process and deliberately so. Because when it comes to quality, the smallest detail can make the biggest difference.”
When quality becomes a business advantage
The goal is simply to make sure that no cans are ever returned by customers due to quality issues. The number of product returns has gone down substantially since Dulanji joined Swedish Smokeless. A lower number of rejects means lower costs—and helps achieve Dulanji’s overarching goal of ensuring customer delight.
“At some point, we will of course reach a level where the quality is exactly what it should be, and the cost of improving it further would be unreasonable. But personally, I don’t want a single customer to ever open a can and be disappointed with the product’s quality.”
Perhaps this mindset also explains Dulanji’s personal career goal since moving to Sweden from her native Sri Lanka:
“Personally, I strive to become one of the top-level experts in this field in Sweden. I know I have much to learn, despite having been in this industry for the past 10 years. I guess some people might find it strange for someone to be so focused on a niche area like quality assurance in the food industry. But this is personal for me as I have always been focused on the real meaning of quality; caring enough about every detail that, when the product finally reaches the customer, there is nothing left to question – only a reason to smile.”
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