Modern Voice of Customer and the new ISO Glenn Mazur QFD Institute International Academy for Quality

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Albert Powers
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Modern Voice of Customer and the new ISO 16355 Glenn

1 Modern Voice of Customer and the new ISO Glenn Mazur QFD Institute International Academy for Quality

2 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 c) Leadership commitment to ensuring customer focus throughout organization (section 5.3) QFD Institute 2

3 VOC and quality management Involvement of customers and users in the design and development process (section g) Design and development inputs does not mention customers (section 8.3.3) Customer feedback is mentioned only as a post-delivery activity (section d) The standard provides no guidance on how to best do these activities in a quality way. Guidance is provided in ISO QFD Institute 3

4 Outline of ISO 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 QFD Institute 4

5 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. QFD Institute 5

6 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 QFD Institute 6

7 Customer process map sleep clinic Customer Process model (Process, Content, Value): Sleep process and discharge patient sleeps without CPAP/BiPAP through Stage 1, 2, 3/4, and REM for baseline patient is awakened and fitted with CPAP/BiPAP mask and machine patient sleeps in supine position with CPAP/BiPAP for titration patient awakened after 460 minutes of sleep patient dresses/toilet at discharge, patient receives explanation of results. Rx for CPAP equipment faxed to local medical equipment Likes (TGR) Wishes (TGW) Comfortable bed and choice of pillows. Employee was sick and sat next to me and handled the face mask. She did not have on gloves or mask. Difficult to sleep with all of the wires but guess that's to be expected for a sleep apnea test. Nice private bathroom and plenty of shelf space. No time to "wake up" and do my morning routine. I had to go to the bathroom but was too wired up. I felt she took my concerns seriously encourage me to speak with dr. No discussion about how long I would need CPAP therapy, or how to get 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 QFD Institute 7

8 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. QFD Institute 8

9 Gemba visit table documents the detail Interviewee: John Doe Interviewer(s): MG & JC Date and Time: 12/30/12 7:10pm Phone: Place: Sleep Disorders Center Customer characteristics (*memorable): Environment: Early winter heat and dryness 52 year old male professional, obese, travels internationally for work * purple pajamas Process # Task Observations Verbatims Team Notes 8 patient is awakened and fitted with CPAP/BiPAP mask and machine 12 at discharge, patient receives explanation of results. Rx for CPAP equipment faxed to local medical equipment center 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. No discussion about how long I would need CPAP therapy, or how to get off it. What are standards and who is responsible for monitoring staff hygiene? 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. Clarified Items (measurement) I don't catch anything from the staff. (not sick within 3 days of procedure) I don't catch anything from other patients. (not sick within 3 days of procedure) Clinic staff follow standard hygiene rules. (rules are posted for all to see) Management enforces hygiene rules. (# sick staff interfacing with patients = 0) I can choose where to have Rx filled, since on-line stores charge less than local retail medical equipment center. (option to select supplier according Procedure to for my follow copay) up visit to monitor progress is explained. (make next appointment now) Procdure for discontinuing CPAP when condition improves is explained. QFD Institute 9 Benefit or Feature? B B F F B F F

10 Gemba videos review and share QFD Institute 10

11 Gemba photos to magnify details QFD Institute 11

12 YouTube for customer self-reporting Targus Portable Tripod Unboxing QFD Institute 12

13 Simulation Boeing Dreamliner QFD Institute 13

14 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. QFD Institute 14

15 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! QFD Institute 15

16 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). QFD Institute 16

17 Upcoming events with Mazur Sept 25-26: ISQFD in Hangzhou China Nov 4-5: QFD Green Belt certification course in Calgary AB (ISO compliant) Nov 6: keynote at ASQ Calgary Quality Conference Nov 9-10: ASQ conference on quality standards in Indianapolis IN QFD Institute 17

What to expect during your stay at a Sleep Disorders Lab

What to expect during your stay at a Sleep Disorders Lab UHN Information for patients and families Read this information to learn: what a sleep study is what a CPAP titration study is how to prepare what