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Begin Module 1
Summary
Module 6
Module 5
Module 4
Customer Focus
Module 3
Systems
Module 2
Module 1
Session 4
Rajiv Gupta
BITS Pilani
August 2014
Lecture 4
Systems Thinking
Understanding Variation
Theory of Learning
Psychology
End of module 1
Session 4
Demings 14 Points
In lecture 3 we discussed
Recap of Lecture 3
In lecture 2 we discussed
Recap of Lecture 2
Consumer feedback
Suppliers of materials
and equipment
Receipt and test
Consumers
of materials
Production, Assembly, Inspection
Design and
Redesign
Stage 0
Generation of ideas
System
Begin Module 2
Session 4
Input
Process
Output
Customer
10
Purpose
12
Purpose
11
Purpose:
Supplier
Suppli
Sup
plier
pli
SIPOC Model
13
End of module 2
Session 4
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14
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16
Customer Focus
Begin Module 3
Session 4
What we provided
What the
customer needed
that we did not
provide
21
20
19
??
Understand the
customer needs
and combine with
our ability to
develop and produce
products to satisfy
and delight the
Customers.
Customer-In Approach
Products and
services designed
to our reqts with
features that
satisfy us. We
know what is best
for the customer.
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23
22
End of module 3
Session 4
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28
Internal Customers
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Begin Module 4
Session 4
External Customers
Internal Customers
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Internal customers
National
Distributor
Regional
Distributor
Retail
Store
Who purchases
The coffeemaker
End of module 4
Session 4
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35
Parents pay for the college fees of the students but the
students select the colleges that they want to study in.
Companies that hire the students upon graduation
influence the choice of college that students select.
Children influence the decision for the purchase of
breakfast cereals and other foods while the parents pay
for them. Marketers of breakfast food items target the
children in their marketing campaign, while maintaining
the price that parents find acceptable.
Doctors prescribe the medicines that patients purchase.
Pharma companies target doctors in their marketing
Manufacturer
Of coffee maker
Customer Chain
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39
Begin Module 5
Session 4
41
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Mystery shoppers
Other Methods
Customer feedback
methods
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Summary of Lecture 4
Summary
Begin Module 6
Session 4
End of module 5
Session 4
44
Design Thinking
End of module 6
Session 4
50
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Summary of Lecture 4