While APQC may have focused on productivity when it first started, it soon realized that quality was just as important.  Marisa Brown, senior program manager at APQC, defines all important but often confusing terms, such as qualitative indicators, metrics, key performance indicators and benchmarking. She says APQC recognizes that industries are in fact different, and may require different sets of measurements, yet can deal with the "but we're different" stumbling block that often inhibits companies' efforts to enhance quality. [Run Time (Min): 16:31]