Understanding Customer Needs

Chapter 10

What would you be willing to pay for when ordering a hamburger?

Objectives Corporation Responsibility and Customer

Quality Function Deployment

Disney Compass

SEQUAL

Corporate Social Responsibility

4

Ethics is the study of morality. As applied in the workplace, morality is translated into standards of conduct. If a certain behavior is illegal, it is also unethical

The Five P’s of Ethical Power are purpose, pride, patience, persistence, and perspective.

David GoetschQuality Management, 5e

Copyright ©2006 by Pearson Education, Inc.

Upper Saddle River, New Jersey 07458All rights reserved.

Corporate Social Responsibility(Continued)

5

Trust is a critical element of ethics, which, in turn, makes ethics critical in total quality.

Trust can be built by being loyal to those not present, keeping promises, and sincerely apologizing when necessary.

David GoetschQuality Management, 5e

Copyright ©2006 by Pearson Education, Inc.

Upper Saddle River, New Jersey 07458All rights reserved.

Corporate Social Responsibility(Continued)

6

Values are those core beliefs that guide our behavior.

Managers -work to establish an environment in which values that lead to ethical behavior and values that lead to peak performance are the same.

Integrity requires honesty, but it is more than just honest. Integrity is a combination of honesty and

dependability. People with integrity can be counted on to do the right thing, do it correctly, and do it on time.

David GoetschQuality Management, 5e

Copyright ©2006 by Pearson Education, Inc.

Upper Saddle River, New Jersey 07458All rights reserved.

QFD tool for Listening to the Voice of the Customer Quality function deployment (QFD) is a

mechanism for putting into operation the concept of building in quality. It makes customer feedback a normal part of the product development process, thereby improving customer satisfaction.

QFD is an approach to continual improvement that brings customers into the design of processes. It translates what the customer wants into what the organization produces. QFD was originally developed in Japan’s Kobe Shipyard in the 1960s. A QFD matrix takes the shape of a house.

Four steps of QFD

Three types of customer requirements Normal Requirements

Ask what they want!

Expected Requirements (QFD fits in) Basic expectation Often don’t mention it

Exciting Requirements (adding Value) Difficult to discover Absence doesn’t dissatisfy but presence excites!

Disney Compass

NEEDS

•What needs to happen to meet the customers satisfaction and expectations?

WANTS

•What does the customer want?

EMOTIONS

•What are kind of emotions are happening to the customer and how do we deal with that?

SCENARIO

•Do you understand what is the make-up of your customers?

SEQUAL Measuring ToolQuality Dimension Tangibles

Appearance of facilities, equip, personnel

Appearance of printed and visual mtls

Reliability Ability to perform

promised service dependably and accurately

Responsiveness Willingness to help

customers Competence

Possession of required skill and knowledge

Courtesy Politeness, respect,

consideration, friendliness Credibility

Trustworthiness, believability, honesty

Any Questions?