Modern Voice of Customer and the new ISO 16355

Glenn Mazur QFD Institute

International Academy for Quality

VOC and quality management •  ISO/FDIS 9001:2015 quality management

standard. – Risk-based thinking is now explicitly “essential”

for attracting customers and developing new products. (section 0.3.3)

– Leadership commitment to enhancing customer satisfaction (section 5.1.2 c)

– Leadership commitment to ensuring customer focus throughout organization (section 5.3)

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VOC and quality management –  Involvement of customers and users in the

design and development process (section 8.3.2 g)

– Design and development inputs does not mention customers (section 8.3.3)

– Customer feedback is mentioned only as a post-delivery activity (section 8.5.5 d)

•  The standard provides no guidance on how to best do these activities in a “quality” way. – Guidance is provided in ISO 16355.

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1.  General principles of QFD in publication 2.  Acquisition of voice of customer/stakeholder

(VOC/VOS) – non-quantitative approaches 3.  Acquisition of VOC/VOS – quantitative

approaches 4.  Analysis of VOC/VOS 5.  Strategy and Translation of VOC/VOS into

engineering solutions and cost planning 6.  Optimization – robust parameter design

published 7.  Optimization – tolerance design 8.  Commercialization and life cycle

Outline of ISO 16355

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Part 2. Non-Quantitative VOC/VOS

•  Acquiring Voice of Customer has been a part of quality function deployment (QFD) since its inception in Japan in the 1960s.

•  Here are some of the more modern tools.

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Modern VOC methods - find out why 1.  Customer process mapping 2.  Gemba visit, video, and photos 3.  YouTube and social media 4.  Simulation 5.  Big data 6.  Customer reviews (on-line) 7.  Continuous QFD dialog with users

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Customer process map – sleep clinic Customer Process model (Process, Content, Value): Sleep process and discharge

7 8 9 10 11 12

patient sleepswithout

CPAP/BiPAPthrough Stage 1,2, 3/4, and REM

for baseline

patient isawakened and

fitted withCPAP/BiPAP

mask andmachine

patient sleeps insupine position

withCPAP/BiPAP for

titration

patientawakened after460 minutes of

sleep

patientdresses/toilet

at discharge,patient receivesexplanation ofresults. Rx for

CPAP equipmentfaxed to local

medicalequipment

Likes(TGR)

Comfortable bedand choice ofpillows.

Nice privatebathroom andplenty of shelfspace.

I felt she took myconcernsseriouslyencourage me tospeak with dr.

Wishes(TGW)

Employee wassick and sat nextto me and handledthe face mask. Shedid not have ongloves or mask.

Difficult to sleepwith all of thewires but guessthat's to beexpected for asleep apnea test.

No time to "wakeup" and do mymorning routine. Ihad to go to thebathroom but wastoo wired up.

No discussionabout how long Iwould need CPAPtherapy, or how toget off it.

•  Process: step-by-step map •  Content: TGR (protect) and TGW (fix) •  Value: How customer measures (dis)satisfaction •  Pain Points: Greatest potential for value

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Go to gemba

–  Investigate the “actual place” for evidence of customer problems, opportunities, and image issues.

–  Not limited by what you know to ask about.

–  Only at the gemba can you learn what you don’t know you don’t know.

–  Observation fires your mirror neurons.

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Gemba visit table documents the detail Interviewee: John Doe Interviewer(s): MG & JC

Email: John@Doe.com Date and Time: 12/30/12 7:10pmPhone: Place: Sleep Disorders Center

Customer characteristics (*memorable): * purple pajamas

Environment: Early winter heat and dryness

Process # Task Observations Verbatims Team Notes

Clarified Items (measurement)

8I don't catch anything from the staff. (not sick within 3 days of procedure) B

I don't catch anything from other patients. (not sick within 3 days of procedure)

B

Clinic staff follow standard hygiene rules. (rules are posted for all to see)

F

Management enforces hygiene rules. (# sick staff interfacing with patients = 0)

F

12I can choose where to have Rx filled, since on-line stores charge less than local retail medical equipment center. (option to select supplier according to my copay)

B

Procedure for follow up visit to monitor progress is explained. (make next appointment now)

F

Procdure for discontinuing CPAP when condition improves is explained.

F

Bene

fit or

Fe

ature?

52 year old male professional, obese, travels internationally for work

at discharge, patient receives explanation of results. Rx for CPAP equipment faxed to local medical equipment center

No discussion about how long I would need CPAP therapy, or how to get off it.

Staff prepared to explain "next steps" for patient, not to answer non-routine questions, instead referring patient to discuss with doctor, who is not there.

patient is awakened and fitted with CPAP/BiPAP mask and machine

Employee did not have on gloves or mask.

Employee was sick and sat next to me and handled the face mask. She did not have on gloves or mask.

What are standards and who is responsible for monitoring staff hygiene?

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Gemba videos – review and share

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Gemba photos – to magnify details

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YouTube for customer self-reporting •  Targus Portable Tripod Unboxing

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Simulation – Boeing Dreamliner

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Big data for statistical view •  Tesco (UK) combines its

loyalty ClubCard (with each customer’s name and shopping history) with seasonal trends, to identify in real time, the precise price point at which customers would switch brands.

•  Rather than the traditional structure of looking at per-item profit and competitors, they take customer preferences as their starting point.

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Customer reviews for word-of-mouse TripAdvisor.com •  Our bed had the previous guests hairs on

the sheets ... the host just brushed them off.

•  Later we took a shower and realised the towels had blood and yellow stains, also covered with hair.

•  The place is just disgusting, don't go there!

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Collaborative QFD •  In large-scale, complex IT system

development the process mapping activity can run over months.

•  We should set up of a collaborative work environment where representative operational and management staff, and customers can work freely to develop detailed process maps, information flows, business rules, Critical To Quality requirements and prioritized process improvements for deployment in the new solution(s).

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Upcoming events with Mazur

•  Sept 25-26: ISQFD in Hangzhou China –  http://isqfd.chinaqfd.com/en_index.html

•  Nov 4-5: QFD Green Belt® certification course in Calgary AB (ISO 16355 compliant) –  www.qfdi.org

•  Nov 6: keynote at ASQ Calgary Quality Conference –  www.asqcalgary.org

•  Nov 9-10: ASQ conference on quality standards in Indianapolis IN –  www.asq.org/conferences/quality-standards/2015/

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