The quality focus has promoted several studies and research over several decades. A special interest has been the assurance of quality first in products and then in services. Different proposals have been presented through strategies and systems that contribute with this purpose, for example ISO-9000, Quality Improvement-DMIAC, Malcolm Baldrige, Lean Management, among others that have become an important part of organizational management. Fundamentally, these tools have been aimed at strengthening the formal system of the company, which means to design processes and procedures through a sequential management to strictly deliver the quality level offered to customers.
Although, these approaches have included the human factor given its notorious influence in the processes of quality, it has not been possible to deepen this factor sufficiently from an integral vision of the human person. In order to understand and lead human beings it is necessary to address their free and spontaneous reality, an issue that a formal system cannot resolve, even if it is an advanced system. In the functioning of the organization and its environment, it is necessary to understand the changing behavior of people to lead them with updated criteria and greater scope to achieve quality executing the processes, but also to consolidate learning that promotes organizational growth and employees’ development. In this line, considering that the quality of a product or service is not enough, we have to focus also on customer experience, whether external or internal, and then we ask the following questions: how is the customer’s experience assured?, is it possible to propose an assurance from a formal system?, what is the role of employees and how can we help them?