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QM Week 7 DESIGNING Q
QM Week 7 DESIGNING Q
LEARNING OBJECTIVES
It must consider the quality dimensions that are “the process of applying scientific,
important to the customers. engineering, and business knowledge to
produce a basic functional design that
For e.g., in online system quality, a customer meets both customer needs and
might has high expectation on content, accuracy, manufacturing or service delivery
ease of use, timeliness, aesthetics & security. requirements.”
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Benefits of QFD
Customer Focused
House of Quality
It looks like a House with correlation matrix
A graphic tool for defining the relationship as its roof, customer wants versus product
between customer desires and the firm/product features as the main part, competitor
capabilities. evaluation as the porch etc.
A set of matrices used to relate the VOC to a It is based on "the belief that products
product’s technical requirements, should be designed to reflect customers'
component’s requirement, process control desires and tastes" (Hauser & Clausing 1988).
plans, and a manufacturing operation.
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?
Advantages/benefits:
To service providers
To customers
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Different between actual customer Manager’s expectations of service quality may not
expectations and management’s match service quality specs.
perception. To implement a system to improve this gap,
Managers and employees have a very management must first understand exactly what the
internal process-oriented view of their customer wants.
business, it is tough to break this view
If this understanding is not present, it will be
and to see things the way the customer
impossible for management to know whether their
does.
expectations are aligned with customer
specifications.
Mgt Perceptions of Expected
Customer Expectations Service Mgt Perceptions of Service Q.
Customer Expectations Spec.
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This gap is directly related to everyone’s perception of Close gaps 1 through 4 through:
service quality.
Customers expect certain things from certain companies. 1. Thoughtful systems design
If gaps 1 through 4 are closed to a minimum then gap 5
should follow, if there are any gaps left in steps 1
through 4 the perceived customer service quality will be 2. Careful communication with the
negatively affected. customer (promotion/advertisement)
The way to make sure these gaps are closed is through
thorough systems design, precise communication with
customers, and a well-trained workforce. 3. Train the workforce to provide
consistently outstanding customer
Expected Perceived service.
Service Service
End of Topic 6