State-of-the-art risk assessments either overestimate or underestimate both probability and impact of quality risks. Misleading assessments can be avoided by modeling quality risks as conflicts instead of defects. Refocusing requires a transition from production approaches to interaction approaches covering several clusters of relevant actors in quality management. Customer involvement e.g. as a co-producer not only supports customer satisfaction and retention but also reduces producers’ costs since risk identification becomes more valid and risk sharing is enabled.
