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Management
Dr. Manu K. Vora, ASQ CQE and Fellow
Advisor of Eminence, Business Excellence, ASQ India
Chairman and President, Business Excellence, Inc., USA
ASQ LES Series Topic 9, 23 April, 2015
Outline
Best-in-Class Examples
Economic Justification
Study of 22 companies who received a Site
Visit or won the Baldrige Award (1988-1991):
Improved customer satisfaction
Improved employee satisfaction
Improved operational parameters
Enhanced financial performance
Reference: US General Accounting Office study (GAO NSIAD 91-190, May 1991).
(11.6)
1.0
Market Share
Sales per
Employee
Return on Assets
Return on Sales
Average
Favorable Unfavorable No
Annual %
Indicator Indicator Change
Improvement
13.7
9
2
0
8.6
0
0
12
1.3
0.4
7
6
2
2
0
0
Excited
Employees
(VOE)
VOC - Voice of
the Customer
VOP - Voice of
the Process
Improved
Processes
(VOP)
Operational Performance
Financial Performance
Customer-Supplier Relationship
Output
Input
Supplier
Requirements
& Feedback
Process
Customer
Requirements
& Feedback
C
U
S
T
O
M
E
R
R
E
Q.
Measurement
analysis &
improvement
Resource
management
Input
Product
realization
10
Output
C
U
S
T
O
M
E
R
S
A
T.
LAGGING
Financial
Vision &
Strategy
LEADING
Process
11
LEADING
Employee
12
VOC Model
Capture
Analyze
Verify
Respond
13
13
15
Customer Survey
Product - features, functions
Delivery - reliability, accuracy
Service - staff know-how, courtesy,
responsiveness
16
Importance Weights
Focus on an
Opportunity
(Must Improve)
Low Importance
Low Priority
(Maintain Current
Status)
Possible Oversupply
(Reassign Resources)
Satisfaction Ratings
Source: Terry G. Vavra, Quality Progress, Vol. 35, No. 5, 69-75, 2002.
18
20
21
Satisfied customers may tell 4-6 other people; they are very
forgiving.
96% of all dissatisfied customers wont ever complain.
90% of dissatisfied customers wont be back to buy from you they will tell at least 9 other people.
10% will tell 20 or more other people how poorly they were
treated.
Cost of acquiring a new customer is much higher than retaining
the same customer (5-7 times more).
When people act as citizens, they vote with their ballots.
When people act as customers, they vote with their feet and
wallet.
22
23
24
25
Customer Focus
26
Customer Focus
City of Coral Springs (2007 Baldrige, Non-Profit):
27
Internal/external
Major/minor
Tracked/segmented/analyzed
Follow-up
28
14
13
6500
6302
6000
10
5400
5000
Weeks Promised
8
4200
7
3800
6
4000
3400
3000
2600
3000
5
4
2196
2000
3
1000
0
Dec-88
Jun-89
Dec-89
Jun-90
Dec-90
Jun-91
Month/Year
29
Dec-91
Jun-92
Dec-92
Jun-93
11
7000
6900
12
Major References
AT&T (1988), Process Quality Management & Improvement Guidelines, Issue 1.1.
Baldrige Performance Excellence Program (2015-2016,) Criteria for Performance Excellence, US NIST, Gaithersburg, MD.
http://www.nist.gov/
Carlzon J. (1989), Moments of Truth, Harper Collins, New York, NY.
Carr C. (1990), Front-Line Customer Service - 15 Keys to Customer Satisfaction, John Wiley & Sons, New York, NY.
Goodman J., DePalma D., & Broetsmann S. (1996), Maximizing the Value of Customer Feedback, ASQ Quality Progress,
December issue.
Hayes R. E. (1998), Measuring Customer Satisfaction, ASQ Quality Press, Milwaukee, WI.
Kano, N., Seraku, N., Takahashi, F. & Tsuji, S. (1996), Attractive Quality and Must-be Quality, In the Best on Quality,
John D. Hromi, Editor, Vol. 7, Book Series of the International Academy for Quality, ASQ Quality Press, Milwaukee, WI.
Kaplan R. S. & Norton D. P. (1996), The Balanced Scorecard, Harvard Business School Press, Boston, MA.
Kessler S. (1996), Measuring and Managing Customer Satisfaction: Going for the Gold, ASQ Quality Press, Milwaukee, WI.
Liebesman, S. (2002), Add Value to ISO 9001:2000 Audits, Quality Progress, pp. 104-106, May issue.
US General Accounting Office Study (1991), Management Practices: U.S. Companies Improve Performance Through Quality
Efforts (GAO NSIAD 91-190), May.
Vavra, T. G. (2002), ISO 9000:2000 And Customer Satisfaction, Quality Progress, Vol. 35, No. 5, pp. 69-75, May.
Vora, M. K. (2005), Voice Of the Customer (VOC) Management, Invited Keynote Address at the Costa Rica Quality Conference,
San Jose, Costa Rica, March 15.
Vora, M. K. (2003), Global Quality Management without Boundaries, Invited Guest Editorial, Zairi, M. (Ed.), The TQM Magazine,
Vol. 13, No. 2, pp. 69-70, March.
Vora, M. K. (2002), Business Excellence through Quality Management, Total Quality Management, Vol. 13, No. 8, pp. 1151-1159,
December.
Vora, M. K. (2002), Creating Customer Value through Voice of the Customer Management, 7th World Congress for TQM,
Proceedings, Vol. 2, pp. 73-81, Verona, Italy, June 27.
Vora M. K., Harthun S. & Kingen R. (1993), ASQC Certification Committee Practices What It Preaches, Quality Progress, pp. 99103, November issue
30
Thanks
Questions?