3 Ssgb Amity Bsi Process Qfd

8/9/2019 3 Ssgb Amity Bsi Process Qfd

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Module -3

Customer Focus


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Challenging the Specification

Process Map SIPOC

Kano Model

Identifying Customer Requirements

Developing Measures (ys) Concept generation/selection

Customer Focus - Agenda


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Reduce Variation in our

processesOR

Lower

Spec.

Limit

Upper

Spec.

Limit

Change the specification!Sometimes this is not cheating

LowerSpec.Limit

UpperSpec.Limit

Two methods for achieving Six Sigma


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We have always done it this way..

We have never had any customer complaints

We know what the customer wants

That was what the process was capable ofproducing

A clear understanding of the customer requirements

OR

Where has the specification come from?


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In Six Sigma we need to have objective

measures of the Customer Requirements These measures are referred to as the ys

or process outputs

We need a rigorous and structured process

to establish and prioritise these ys

This enables us to generate/check that thespecification is focused on the customer

Outputs, ys


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DMAIC Improvement Process

Define

Identify

Opportunity

IdentifyOutput

Measures

Measure

Identify

Critical Inputs

Or ProcessSteps

Analyse

OptimiseThe

Process

Improve

Control

The

Process

Control

Customer Focus


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Define - Identify Customer Requirements

To assist in identifying the Customers and theirRequirements, develop a SIPOC (Suppliers-Inputs-Process-Outputs-Customers) process map: What are the start and finish points as defined by the

project scope?

Who are the suppliers and what are their inputs to the

process (what do the suppliers provide to the start ofthe process)?

Who are the customers and what are the outputs of theprocess (what do the customers receive from the

process)? What are the key process steps between the start and

finish points (at this stage macro level)?

Process Map - SIPOC


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Suppliers:Sales

Stores

Inputs:

OrderProduct

Packaging

Customers:Sales

ShippingEnd customer

Outputs:Packaged Product

Shipping requisitionOrder fulfilment note

SIPOC Example Order Fulfilment

Receive order

Check stock

Pull product and check

Package product

Weigh product

Correct

weight?

Allavailable?

Order stock

Notify Sales

Transfer to Goods Out

Yes

Yes

No

No


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Define - Identify Customer Requirements

Identifying the Customer Requirements

during the Define phase can help to:

Clarify who the customers are (Internal/External)

Ensure that the project is customer focused

Prioritise areas to focus on Assist in setting the project goal


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Measure- Develop Measures ys

Clear understanding of the Customer

Requirements will help to:

Identify the measures (if not already specified)

Check that they are the right measures

Identify missing measures Check that the specification (target and tolerance)

is correct

Prioritise the measures


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Focus on the wrong measures Tolerances that are too tight

Tolerances that are too wide

Incorrect targets for the measures

Too many measures

Missing measures

A lack of understanding of the customer

and their requirements can lead to:

Problems with no Customer Focus


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1. End Users

e.g. consumer, user, receiver

2. Intermediate customerse.g. retailer, distribution

3. Internal customerse.g. executive, IT

Most

useful

Leastuseful

Least

heard

Mostheard

Who is/are the customer(s)?


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. .

..

. .

Excitement

(Unspoken)

Performance

Requirements

(Spoken)

Basics

(Unspoken)

TIME

X

Kano Model


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Spoken Performance Requirements

Face to face interviews

Customer clinics

Focus groups Telephone surveys

Mail survey

Unspoken Excitement (Wows!)

Watch customers (or video) Customer modifications

Innovation/breakthrough

Unspoken Basic Requirements

Customer complaints

Refunds Quality issues

Functional requirements

Establishing Requirements


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Customerservicerequirements Good service 1

Friendly 2

Easy to understand 3

Helpful 4Quick Response 5

Good Information 6

Several Numbers in one c all 7

Numbers not given too quickly 8

Ar ea code w hen necessary 9A lternative s if number not found 10

Value for money 11

Cheap 12

Satisf actory answ er 13

Company Requirements 14

Minimum running cos ts 15

Security of inf ormation 16

Legal Requirements 17

Data protection act 18

Directory Enquiries

Customer requirements Example


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Customer assessmentRequirements

Importance weight

Customer Requirements Table

CustomerComplaints

5

53

126

2

76

23

Customerservicerequirem

ents Good service 1

Friendly 2


Helpful 4

Quick Response 5

Good Information 6



Ar ea code w he n necessary 9

A lternativ es if n umber not found 10

Value for money 11

Cheap 12




Security of inf ormation 16



Directory Enquires

ImportanceWeight

CustomerCompetitiveAssessment

1 2 3 4 5

Ourcompany

CompetitorA

CompetitorB

3.0

5.0

4.0

5.0

1.0

2.0

3.0

2.0

5.0

5.0

5.0

4.0

5.0


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SWOT Analysis

Strengths

Strategy - Short term, advertise strengths. Long term

retain, unless costing too much

ThreatsWhat will change with time e.g., new competition, legislation,

fashion etc.

OpportunitiesStrategy - Short term? Long term, identify ways to exploit.

WeaknessesStrategy - Short term, interim fix if necessary. Long term,

improve, consider copying competition


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Cus

tomerC

omp

laints

5

53

126

rvicerequ

iremen

ts Good service 1

Friendly 2

Easy to understand 3Helpful 4

Quick Response 5

Good Information 6

Directory Enquires

Importance

We

ight

Cus

tome

rCompe

titive

Assessmen

t

1 2 3 4 5

Ourc

ompany

Compet

itor

A

Compe

titor

B

Targe

t

3.0

5.0

4.0

5.0

Planned Quality

Planned

Quality


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HOW

WHAT

WEAK RELATIONSHIP

MEDIUM RELATIONSHIP

STRONG RELATIONSHIP

Relationship Matrix


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Strong Positive

Positive

Negative

Strong Negative

HOWS

Negative

Correlation

Correlation matrix


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=1=3

=9

HOWWHAT

HOW MUCH

53

2

1

5

2

4

2

51 89 9 13 21 25 21 18

(5 x 9) + (2 x 3) = 51

Technical Importance Rating


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IMPORTANCE

COMPANYCOMPETITIVE

ASSESSMENT

HOW MUCH

WHATRELATIONSHIP

MATRIX

CUSTOMER

COMPETITIVEASSESSMENT

HOW

CORRELATION

MATRIX

IMPORTANCE

Service Planning Matrix


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Analysing & Diagnosing the Service Planning Matrix

Service Strengths

Service Weaknesses

Service Opportunities (Sales Points) Planned Quality

Blank, Weak Rows

Blank, Weak Columns

Conflicts in Customer vs Company Survey

No jumping to solutions

Resolve Negative Correlations

Finalise Targets


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Example Directory Enquiries

Customerservicerequirements Good service 1

Friendly 2


Helpful 4

Quick Response 5Good Information 6



Ar ea code w hen necessary 9

A lternative s if number not f ound 10

Value for money 11

Cheap 12




Security of inf orma tion 16



Relationship

StrongMedium

Weak Commu

nication

1

Eloq

uence

2

Correctgrammar

3

Polit

eness

4

Rate

numbersgiven

5

Num

berofrepititions

6

Perform

ance

7

Time

toanswercall

8

Succ

essfulenquiryrate(%)

9

Chargepercall

10

Informa

tion

11

#numberspercall

12

STD

givenwhenrequired

13

Informationrestriction

14

Help

desk

15

Regi

strationofdatabase

16

System

parameters

17

Time

perenquiry

18

Num

beroflines

19

Num

berofoperators

20Im

portanceWeight

3.0

5.0

4.0

5.0

1.0

2.0

3.0

2.0

5.0

5.0

5.0

4.0

5.0


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E

xample

DirectoryEnquiries

stomer Complaints

Strong

Positive

Positiv

e

Negative

Strong

Negative

Communication

EloquenceCorrect grammar

Politeness

Rate numbers given

Number of repititions

Performance

Time to answer call

Successful enquiry rate(%)

Charge per call

Information

# numbers per call

STD given when required

Information restriction

Help desk

Registration of database

System parameters

Time per enquiry

Number of lines

Number of operators

portance Weight


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1. For the given product, brainstorm end-user customerrequirements. Put each idea onto a Post-It as it is generated.

2. Attempt to prioritise the requirements by sorting the Post-Its intoa single line from most important to least important.

3. For the top five requirements identify appropriate measures (ys)using the question How would we measure if the product meetsthis requirement?. Where possible, identify objective, variablemeasures as opposed to subjective or discrete measures. There

may be more than one measure for each requirement and somemeasures may address several requirements.

4. Discuss briefly how you would establish the appropriate targetand tolerance for the measures.

5. Prepare a short summary to present to the other teams.

N.B. In practice it would be dangerous for us to assume that we know what the customerwants! In a real application, we would establish this working directly with the

customers.

Customer Focus Workshop


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The Customer is at the centre of Six Sigma

There are two ways to achieve Six Sigma:

Reducing variation in the process

Opening up the specification

A SIPOC Process Map defines the process to be

improved Product/Process measures should be directly linked to

Customer Requirements

Customer Focus is used in the Define and Measurephases of the DMAIC Improvement Process

Customer Focus- Summary

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3 Ssgb Amity Bsi Process Qfd