INFO 564 Homework Assignment 4 - Solution

(100 points)
Read the case: Samsung Electronics: Analyzing Qualitative Complaint Data carefully to
understand the issues involved. Then answer the following questions.
a. 33 customer complaints are provided in Exhibit-1 of the case. Create an affinity diagram
by categorizing these complaints under various headings (like: picture issues,
overheating, no response from customer service, etc.). Note that some complaints
might fit under more than one category. Use your judgment about where to put it. Use
as many categories as you need, but if you have more than 10 you probably have too
many.
A preliminary affinity diagram shows that most complaints have to do with product. A Pareto
chart is not really necessary to identify this as the priority area. An affinity chart focusing only
on product-related complaints may look like the one below: (50 points)
Frequency/
Category
Quantity
Screen 19
Power On 11
Main Board 7
Clicking 4
Power Off 2
Unknown (Recall) 2
Audio 1
LCD Panel 1

b. Using Excel create a Pareto chart from the results of your affinity diagram. (20 points)
Pareto Diagram

total: 47
20 100% Frequency/
Category Cumulative %
Quantity
18 90% Screen 19 40%
Power On 11 64%
16 80% Main Board 7 79%
Clicking 4 87%
14 70% Power Off 2 91%
Unknown (Recall) 2 96%
12 60%
Audio 1 98%
LCD Panel 1 100%
10 50%

8 40%

6 30%

4 20%

2 10%

0 0%
Screen

Power On

Unknown

Audio
Main Board

Power Off

LCD Panel
Clicking

(Recall)

c. What items do you think need immediate attention? What is your justification? (10 pts)

Safety issues should be addressed immediately. This is because external costs related
to safety can be very high. There are two complaints that relate to safety: Complaints
#3 and #32. Evaluating the validity of complaint #3 (choking hazard) would be most
important for limiting liability. Findings should be documented carefully and
appropriate action should be taken if warranted. Regarding the burning TV (#32) that
particular TV should be tested thoroughly to understand the root causes of the problem.

d. What next steps would you suggest for the near term? Again, what is your justification?
(10 pts)
Screens: Although screens clearly account for most of the complaints, it is very likely that
some of the other symptoms (e.g., power-on, clicking) are related to the root cause of
that problem. Sarni and his team should bet a representative sample of these
malfunctioning sets and run a battery of diagnostic tests. If no standard set of
tests/procedures exists, then the tests should be documented so problems are analyzed
in a consistent way.
 Failed Parts: Samsung must identify whether the problems stem from the same or
multiple suppliers. The QC team should ask questions such as:
 Are these problems from the same batch?
 Do we need to make changes to how we certify suppliers?
 Did we specify the part incorrectly from the beginning?

Design: One challenge for Samsung is to make its TV design more robust and fault-
tolerant. Sarni should ask questions such as:

 How was this overlooked in the design process?

 What changes can be made to catch these types of problems earlier?
 If Samsung cannot employ accelerated life-testing or test-screening, can it begin
to do so?
Test Q/A: To minimize future complaints, Samsung should consider what type of final
and assembly tests it can develop to catch these problems.

e. What other insights can you offer from your analysis? (10 pts)
Based on the frequency and emotion of the complaints, Samsung may want to consider
engaging in some “crisis management” contingency planning. The classic example of
good crisis management is Tylenol. A recent example of bad crisis management is BP.

Most firms are reactive, not proactive to “bad things,” including negative consumer
feedback. In a sense it is a form of “pay me a little now or pay me a lot more, later.”