1. CUSTOMER SATISFACTION
Company
Offer
Customer
needs

2. WHO IS THE CUSTOMER?
A customer can be defined as one who purchases or patronizes for the purpose of receiving products or services.
external
internal.
Inputs
from
External
Suppliers
Outputs to
External
Customers

3. CUSTOMER PERCEPTION OF QUALITY (ASQC Survey)
Table 1-1 New and old cultures
CUSTOMER PERCEPTION OF QUALITY (ASQC Survey)
Performance
Features
Service
Warranty
Price
Reputation

4. Table 1-1 New and old cultures
CUSTOMER FEEDBACK
Discover customer dissatisfaction;
Discover relative priorities of quality;
Compare performance with the competition;
Identify customer's needs; and
Determine opportunities for improvement.

5. CUSTOMER FEEDBACK METHODS
Table 1-1 New and old cultures
CUSTOMER FEEDBACK METHODS
Comment Card
Survey
Focus Groups
Toll-free Telephone Numbers
Customer Visits
Report Card
Internet
Employee Feedback

6. USING CUSTOMER COMPLAINTS
Table 1-1 New and old cultures
USING CUSTOMER COMPLAINTS
Complain to
Product
Mgmt
Front-line
No One
Auto 2%
21%
77%
Mail order 1%
22%
Groceries
15%
84%
Clothing 0%
13%
87%
Home Rep 4%
74%
Appliances
12%
88%
Auto Rep
28%
71%
Most People don’t complaint!

7. TRANSLATING NEEDS INTO REQUIREMENTS
Table 1-1 New and old cultures
TRANSLATING NEEDS INTO REQUIREMENTS

8. Quality Function Deployment (QFD)
Quality function deployment is a team-based management tool in which the customer expectations are used to drive the product development process.
Conflicting characteristics or requirements are identified early in the QFD process and can be resolved before production.

9. Quality Function Deployment (QFD)
Key benefits:
product improvement,
increased customer satisfaction,
reduction in the total product development cycle, &
increased market share.

10. Quality Function Deployment (QFD)
Identify User Needs & Wants
Gather raw data
Interviews
Focus Groups
Observation
Interpret raw data
Affinity Diagram
Needs Statements
Organize needs & establish importance
Surveys
Conjoint Analysis

11. House of Quality

12. Technical Descriptors
Interrelationship
between
Technical Descriptors
(Voice of the Organization)
Relationship between
Requirements and Descriptors
Prioritized Technical Descriptors
Prioritized Customer Reqts
Customer Reqts
(Voice of the Customer)

13. 4 Phases of QFD

14. Classical Model of QFD Matrix What How House of Quality
Voice of Customer
Tech. Performance Measures
Subsystem Design Matrix
Piece/Part Characteristics
Piece/Part Design Matrix
Process Parameters
Process Design Matrix
Production Operations

15. Portable Slide Projector Example
Customer Needs
Good image
Easy to transport
Keeps present. flowing
Image visible in bad conditions
Minimizes unplanned interruptions
Design makes the product attractive
Device sets up quickly
Works well for short present.
Engineering Metrics
Brightness
Weight
Dimensions (girth + width)
Time/Tasks required to start present.
Distortion
Distance from presenter
Time to insert/pull-out slide
Attractive product
Portable Slide Projector
Example

16. Phase I -
Portable Slide Projector

17. Phase II -
Portable Slide Projector

18. TRANSLATING NEEDS INTO REQUIREMENTS (Kano’s Model)
Actual Performance
Customer Satisfaction
Satisfiers
Dissatisfiers
Delighters

19. (Kano’s Model) Expected Quality Dissatisfiers Smooth Surface
Scratches, blemishes
All parts work
Broken parts
Clear instruction
Missing instruction
Normal function
Function not provided
Product is safe to use
Product is unsafe
Product conforms to std.
Product is nonconformant

20. (Kano’s Model) Satisfiers: Desired Quality Performance Measure
Direction
Capacity
Cubic feet of storage
LargerTB
Price
Dollars
SmallerTB
Reliability
MTBF
Speed
Transactions per sec

21. (Kano’s Model)
Examples of Delighters
Sony Walkman
3M Post-it
Cup Holder
One-touch recording
Redial button on telephone
Graphic User Interface (GUI)

22. EMPLOYEE INVOLVEMENT MOTIVATION Maslow's Hierarchy of Needs
Survival
Security
Social
Esteem
Self-actualization
Herzberg’s Two-Factor Theory
Motivators
Dissatisfiers

23. Achieving a Motivated Work Force
Know yourself
Know your employees
Establish a positive attitude
Share the goals
Monitor progress
Develop interesting work
Communicate effectively
Celebrate success

24. EMPLOYEE INVOLVEMENT TOOLS
Employee Empowerment
Teamwork
Suggestion System
Recognition and Rewards
Profit Sharing
Performance Appraisal