Six Sigma tends to focus people on solving problems, or gaps between what we’re doing and what we want to do. However, in many situations the problem is in knowing what the customer wants us to do. CQA ensures that we have a more holographic understanding of what our customers want, and involves preventing and solving problems. A business needs a process to assure its customers of receiving high-quality products and services, and it also needs to know what the targets are to gauge the quality as perceived by the customer. (If you think your quality is great, and your customer doesn’t, they win.) While CQA can use the people of Six Sigma, it’s a process that has the customer, current and potential, as its focus.