Professional Documents
Culture Documents
Management
Rajiv Gupta
BITS Pilani
August 2014
Lecture 4
Session 4
Module 1
Recap of Lectures 2 and 3
Module 2
Systems
Module 3
Customer Focus
Module 4
Understanding Who is the Customer
Module 5
The Voice of the Customer
Module 6
Summary
Session 4
Begin Module 1
Recap of Lectures 2 and 3
Recap of Lecture 2
In lecture 2 we discussed
The role of leadership in implementing Quality
How the implementation of Quality goes through a
false start before realization sets in about the true
meaning of the process
The attributes of leadership and how these contribute
to the successful implementation
What is meant by vision, mission, values etc.
The difference between vision and shared vision
Recap of Lecture 3
In lecture 3 we discussed
Demings System of Profound Knowledge including
Systems Thinking
Understanding Variation
Theory of Learning
Psychology
Demings 14 Points
Session 4
End of module 1
Session 4
Begin Module 2
Systems and the SIPOC Model
System
Systems consist of a number of interacting components
that work together to achieve a common purpose
There are several processes, methods and steps
undertaken to achieve the system objective
Example: a Pizza parlor
Process: Making pizza dough
Method: Rolling it by hand or feed it through a machine
Step: Dusting the work surface with cornmeal before rolling out
the dough
Design and
Redesign
Suppliers of materials
Consumer feedback
and equipment
Receipt and test
Consumers
of materials
Production, Assembly, Inspection
SIPOC Model
Purpose
Supplier
Input
Process
Output
Customer
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Purpose:
A system has to have a purpose. A system cannot
exist without a purpose.
The purpose of the system defines the relationships
among the system components
The purpose not only defines what the system should
accomplish, but also what it should not do as well
A component of a system cannot have a purpose
independent of the system it is a part of
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Purpose
Meet (and exceed) the needs of the customer
Provide the features and quality
characteristics
Achieving the capabilities to provide the
above two purposes
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Session 4
End of module 2
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Session 4
Begin Module 3
Customer Focus
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What we provided
What the
customer needed
that we did not
provide
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??
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Customer-In Approach
Understand the
customer needs
and combine with
our ability to
develop and produce
products to satisfy
and delight the
Customers.
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Session 4
End of module 3
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Session 4
Begin Module 4
Understanding who is the customer
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Internal Customers
Internal customers are people who are at the
receiving end of what we produce
They need to do further processing to the
product or service
Internal customers have their requirements in
terms of
How the product is received by them
When it reaches them
In what packaging it reaches them
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Internal customers
For example, if the stores sends parts to the line for
processing or assembly then the line worker is an
internal customer for the stores. If the part is
packaged in a way that the line worker has to spend
undue time to unpack the part before he can use it,
then it valuable time lost on the line. Also, the
packing material has to be removed from the line
side area. It would make more sense to send the
part unpacked, perhaps in a bin where the line
worker has to expend minimum time and effort to
access the part.
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Internal Customers
Questions to ask internal customers
What do you need from me?
How do you prefer to receive it?
What do you do with it after you receive it
from me?
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External Customers
External customers can be of different kinds
Those that pay for the product
Those that use the product
Those that influence the purchasing decision
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Customer Chain
Who purchases
The coffeemaker
Manufacturer
Of coffee maker
National
Distributor
Regional
Distributor
Retail
Store
Session 4
End of module 4
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Session 4
Begin Module 5
The Voice of the Customer
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Customer feedback
methods
Comment cards enclosed with warranty card when
product is purchased.
Customer survey and questionnaire
Customer visits
Customer focus groups
Quarterly reports
Toll-free phones
e-mail, Internet news groups, discussion forums
Employee feedback
Mass customization.
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Other Methods
Mystery shoppers
Hire professionals to go an shop for the product or
service provided. This can also be done by senior
managers without disclosing who they are
The same may be repeated at a competitor and
experiences compared
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Design Thinking
You need to observe people doing what they do
Which of what they are currently doing, or
wanting to do, is not facilitated by what is
available in the market
Design the product or service to meet the
requirement
Test it in the field and iterate the design until it is
perfect (or close)
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Session 4
End of module 5
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Session 4
Begin Module 6
Summary
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Summary of Lecture 4
Customers are the reason for a company to exist
Companies need to clearly understand what the
customers need and ensure that they get what
they want and do not get what they do not want
Customers can be both internal as well as
external. Both need to be satisfied.
Sometimes it is not easy to define who is the
customer it is not always the person who pays
for the product or service
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Summary of Lecture 4
Seeking customer feedback is both important as
well as challenging
People do not like to fill out surveys and
feedback forms and do not know what may be
technologically possible
Design thinking is a method for observing
people using the product in practice and
understanding gaps in the product.
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Session 4
End of module 6
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