ILECSK21
Customer service &
quality management
1
,Inhoudsopgave
Chapter 1: What is quality ................................................................................................. 3
Chapter 2: Quality management thinkers and their models ............................................... 4
2.1 The Gurus ........................................................................................................................... 4
2.2 The American (Deming, Juran and Feigenbaum) ................................................................... 4
2.3 The Japanese (Ishikawa, Tagutchi and Shingo) ..................................................................... 5
2.4 The Western (Cosby and Peters) .......................................................................................... 6
2.5 Conclusion .......................................................................................................................... 6
Chapter 3: Certificates ....................................................................................................... 7
3.1 Certificate ........................................................................................................................... 7
3.2 Value of the certificate ........................................................................................................ 7
3.3 Requirements for quality declarations ................................................................................. 7
3.4 Advantages of certification .................................................................................................. 7
3.4 Three kinds of certificates: .................................................................................................. 7
Chapter 4: Audit................................................................................................................ 9
4.1 First party audit .................................................................................................................. 9
4.2 Second party ....................................................................................................................... 9
Chapter 5: ISO ................................................................................................................. 10
5.1 International organization for Standardization ................................................................... 10
5.2 ISO Quality Management principles ................................................................................... 10
5.3 ISO-examples .................................................................................................................... 10
Chapter 6: Quality improvement programs...................................................................... 12
6.1 EFQM-model ..................................................................................................................... 12
EFQM and Deming circle (PDCA).............................................................................................. 12
Compare EFQM and ISO .......................................................................................................... 12
Chapter 7: Voice of Customer .......................................................................................... 13
7.1 The goals for identifying customer needs ........................................................................... 13
7.2 The first steps in identifying customer needs ..................................................................... 13
7.3 Examples of interpreting customer comments ................................................................... 13
7.4 Hierarchical structure ........................................................................................................ 14
7.5 The Kano-model ................................................................................................................ 14
7.6 SIPOC Diagram .................................................................................................................. 15
Chapter 8: Quality of service ........................................................................................... 17
7.1 GAP-model/Zeithamel model ............................................................................................ 17
8.2 Quality improvement programs – Balanced Scorecard ....................................................... 18
Chapter 9: Lean ............................................................................................................... 19
9.1 Eight types of waste: ......................................................................................................... 19
9.2 Lean thinking .................................................................................................................... 19
9.3 Value Stream Map ............................................................................................................ 19
Chapter 10: 5s-model ...................................................................................................... 21
2
,Open vragen mag je in het Nederlands beantwoorden!
Woordenboek mag je meenemen!!
30 multiple choice questions and 4 open questions (with a/b/c/d questions)
Chapter 1: What is quality
What is quality?
Approach from five perspectives:
• Transcendental approach (based on feeling)
o Based on feeling, on perception
o You feel.. “It is good” like an Apple product
• Product approach (measurable variables)
o Based on measureable product characteristics
o Like durability and meantime between failures
• User-centric approach (fitness for use)
o Based on the relation between user expectations and user experiences
o User expectation is delivery date in two days
o User design of software, based on users
• Manufacturing based approach
o Based on producing according to standards
• Value approach (price/performance)
o Value for money →
Approach Based on Examples
Transcendental Feeling, perception You feel like an Apple product is good
Product Measurable variables Hertog ice or Albert Heijn (more ingredients lead
to higher production costs, more quality)
User-centric Relation user The goods that best satisfy the customer’s
expectations and user preferences are the once they regard as having
experiences the highest quality
Production - According to standards Once a design or a specification has been
oriented established, any deviation implies a reduction in
quality
Value Price / performance A quality product is one that provides
performance at an acceptable price. No one buys
running shoes for €1000.
3
, Chapter 2: Quality management thinkers and their models
2.1 The Gurus
Early 1950s The Americans Americans who took the messages of quality to Japan
Late 1950s The Japanese Japanese who developed new concepts in response to the Americans
1970’s-1980’s Western gurus Western gurus who followed the Japanese industrial success
2.2 The American (Deming, Juran and Feigenbaum)
Deming
Deming: “Quality is nothing more than doing your job well” (1990-1993)
It is not about the people failing, but the process fails. Don’t blame the people, blame the process.
Deming Cycle/PDCA
The four aspects:
• Plan what is needed
• Do it
• Check that it works
• Act to correct any problems or improve
performance
To set a new quality performance level, there are
two more aspects:
5th aspect: continuous improvement
6th aspect: set a standard
MERI Cycle: how to rotate the Deming Cycle
M: Motivate people and mobilize resources
E: Appreciate and esteem engagement of staff and
stakeholders
R: Reflect and discuss perceptions of quality with staff
and stakeholders
I: Inform and inspire for appropriate improvement
Juran
Juran: “Quality costs money”
• Theory of Juran was challenged and a suggestion made that
optimal quality level = zero defects
• Zero defects mean: perfecting product and process quality, so that
we are sure that no errors will occur and no further rejection takes
place.
Cost Failure
• Internal: all the costs for the company made inside the building
o Prevention costs: to make sure that nothing bad will happen
▪ To prevent a defect of mistake to happen
o Controlling costs: during the process
• External: all the costs for the company made outside the building
▪ Recall costs: when the product needs to be send back to the company to fix it
4
Customer service &
quality management
1
,Inhoudsopgave
Chapter 1: What is quality ................................................................................................. 3
Chapter 2: Quality management thinkers and their models ............................................... 4
2.1 The Gurus ........................................................................................................................... 4
2.2 The American (Deming, Juran and Feigenbaum) ................................................................... 4
2.3 The Japanese (Ishikawa, Tagutchi and Shingo) ..................................................................... 5
2.4 The Western (Cosby and Peters) .......................................................................................... 6
2.5 Conclusion .......................................................................................................................... 6
Chapter 3: Certificates ....................................................................................................... 7
3.1 Certificate ........................................................................................................................... 7
3.2 Value of the certificate ........................................................................................................ 7
3.3 Requirements for quality declarations ................................................................................. 7
3.4 Advantages of certification .................................................................................................. 7
3.4 Three kinds of certificates: .................................................................................................. 7
Chapter 4: Audit................................................................................................................ 9
4.1 First party audit .................................................................................................................. 9
4.2 Second party ....................................................................................................................... 9
Chapter 5: ISO ................................................................................................................. 10
5.1 International organization for Standardization ................................................................... 10
5.2 ISO Quality Management principles ................................................................................... 10
5.3 ISO-examples .................................................................................................................... 10
Chapter 6: Quality improvement programs...................................................................... 12
6.1 EFQM-model ..................................................................................................................... 12
EFQM and Deming circle (PDCA).............................................................................................. 12
Compare EFQM and ISO .......................................................................................................... 12
Chapter 7: Voice of Customer .......................................................................................... 13
7.1 The goals for identifying customer needs ........................................................................... 13
7.2 The first steps in identifying customer needs ..................................................................... 13
7.3 Examples of interpreting customer comments ................................................................... 13
7.4 Hierarchical structure ........................................................................................................ 14
7.5 The Kano-model ................................................................................................................ 14
7.6 SIPOC Diagram .................................................................................................................. 15
Chapter 8: Quality of service ........................................................................................... 17
7.1 GAP-model/Zeithamel model ............................................................................................ 17
8.2 Quality improvement programs – Balanced Scorecard ....................................................... 18
Chapter 9: Lean ............................................................................................................... 19
9.1 Eight types of waste: ......................................................................................................... 19
9.2 Lean thinking .................................................................................................................... 19
9.3 Value Stream Map ............................................................................................................ 19
Chapter 10: 5s-model ...................................................................................................... 21
2
,Open vragen mag je in het Nederlands beantwoorden!
Woordenboek mag je meenemen!!
30 multiple choice questions and 4 open questions (with a/b/c/d questions)
Chapter 1: What is quality
What is quality?
Approach from five perspectives:
• Transcendental approach (based on feeling)
o Based on feeling, on perception
o You feel.. “It is good” like an Apple product
• Product approach (measurable variables)
o Based on measureable product characteristics
o Like durability and meantime between failures
• User-centric approach (fitness for use)
o Based on the relation between user expectations and user experiences
o User expectation is delivery date in two days
o User design of software, based on users
• Manufacturing based approach
o Based on producing according to standards
• Value approach (price/performance)
o Value for money →
Approach Based on Examples
Transcendental Feeling, perception You feel like an Apple product is good
Product Measurable variables Hertog ice or Albert Heijn (more ingredients lead
to higher production costs, more quality)
User-centric Relation user The goods that best satisfy the customer’s
expectations and user preferences are the once they regard as having
experiences the highest quality
Production - According to standards Once a design or a specification has been
oriented established, any deviation implies a reduction in
quality
Value Price / performance A quality product is one that provides
performance at an acceptable price. No one buys
running shoes for €1000.
3
, Chapter 2: Quality management thinkers and their models
2.1 The Gurus
Early 1950s The Americans Americans who took the messages of quality to Japan
Late 1950s The Japanese Japanese who developed new concepts in response to the Americans
1970’s-1980’s Western gurus Western gurus who followed the Japanese industrial success
2.2 The American (Deming, Juran and Feigenbaum)
Deming
Deming: “Quality is nothing more than doing your job well” (1990-1993)
It is not about the people failing, but the process fails. Don’t blame the people, blame the process.
Deming Cycle/PDCA
The four aspects:
• Plan what is needed
• Do it
• Check that it works
• Act to correct any problems or improve
performance
To set a new quality performance level, there are
two more aspects:
5th aspect: continuous improvement
6th aspect: set a standard
MERI Cycle: how to rotate the Deming Cycle
M: Motivate people and mobilize resources
E: Appreciate and esteem engagement of staff and
stakeholders
R: Reflect and discuss perceptions of quality with staff
and stakeholders
I: Inform and inspire for appropriate improvement
Juran
Juran: “Quality costs money”
• Theory of Juran was challenged and a suggestion made that
optimal quality level = zero defects
• Zero defects mean: perfecting product and process quality, so that
we are sure that no errors will occur and no further rejection takes
place.
Cost Failure
• Internal: all the costs for the company made inside the building
o Prevention costs: to make sure that nothing bad will happen
▪ To prevent a defect of mistake to happen
o Controlling costs: during the process
• External: all the costs for the company made outside the building
▪ Recall costs: when the product needs to be send back to the company to fix it
4
