Quality Marketing

In Servicies

QM

Usually, the

approach taken to

quality as

tradable value is

limited.

However , the

impact on

profitability and

brand is very

relevant as

important driver

for

competitiveness.

QM

Quality is embedded in every step of the Production & Distribution process.

A Map of points affecting Quality must be on the Marketing desk for assessing economic impacts

Design & Developme

nt

Production

Delivery

Customer Service

$ + $ + $ + $ = $$

QM

Some questions

to be answered

What is the true

level of quality

supplied?

Is the price right?

Is it properly valued

in the market?

Is the cost of

Quality/No Quality

known?

Have Liabilities and

Penalties been

evaluated correctly

How does Customer

Service and Quality

level fit ?

Quality offeredQuality Measured

$ $

QM

Four steps may disclose underlying improvement opportunities…

QM

ProcessUnderstanding

Measurement Analysis Implementation

Support

QM

Different methodologies and practices must be employed for identifying and addressing quality issues…

Process Understanding

Engineering

Auditing

Measurement

Tools

Development

Analysis

Performance

Cost& Pricing

Implementation

Marketing & Sales

Support

QM

: Proce

ss

Understa

ndin

gEngineering

Analyzing

processes

affecting the

Quality

Economics

Drafting the map

of Quality points

and cost drivers

Developing a set

of Key

Performance

Indicators

Auditing

Through

continuous

monitoring

and survey

of processes

is possible to

detect

deviations

QM

: Measu

ring

the Q

uality

Tools

Some tools and

developments

can be

necessaries for:

Quality Points

Measurement

KPI tracking

and

measurement

Data collection

and processing

Process

monitoring

PointVariable

ValueLast measure

Status SLOAction

RP-W12Setting

33 Jan 13, 2011UP

20 Alarm

Delay

0.02 Jan 13, 2011UP

0.01 Working

Response

11 Jan 13, 2011UP

15 Working

RP-E3Setting

18 Jan 13, 2011UP

20 Working

Delay

0.5 Jan 13, 2011UP

0.01 Alarm

Response

10 Jan 13, 2011UP

15 Working

RP-W13Setting

1.430667 Jan 13, 2011UP

9.67 Alarm

Delay

-1.6139 Jan 13, 2011UP

9.098571 Working

Response-4.65848 Jan 13, 2011

UP8.527143 Working

RP-E4Setting

-7.70305 Jan 13, 2011UP

7.955714 Working

Delay

-10.7476 Jan 13, 2011UP

7.384286 Alarm

Response-13.7922 Jan 13, 2011

UP6.812857 Working

RP-W14Setting

-16.8368 Jan 13, 2011UP

6.241429 Alarm

Delay

-19.8813 Jan 13, 2011UP

5.67 Working

Response-22.9259 Jan 13, 2011

UP5.098571 Working

RP-E5Setting

-25.9705 Jan 13, 2011UP

4.527143 Working

Delay

-29.015 Jan 13, 2011UP

3.955714 Alarm

Response-32.0596 Jan 13, 2011

UP3.384286 Working

RP-W15Setting

-35.1042 Jan 13, 2011UP

2.812857 Alarm

Delay

-38.1488 Jan 13, 2011UP

2.241429 Working

Response-41.1933 Jan 13, 2011

UP1.67 Working

RP-E6Setting

-44.2379 Jan 13, 2011UP

1.098571 Working

Delay

-47.2825 Jan 13, 2011UP

0.527143 Alarm

Response-50.327 Jan 13, 2011

UP-0.04429 Working

QM

: Analysis

Performance

Data from Quality

Points and KPI

allows to build up

instruments for

higher level

analysis:

Performance

dashboards

Diagnosis of

behaviors, rate

and mode

failures

Design and

development of

Reliability studies

Cost &

Pricing

Value Analysis

as a tool for cost

optimization

Assessing

impacts on

brand and

product

positioning

Most

appropriate

Pricing

structures and

strategies

QM

:

Imple

menta

tion

Marketing

Upstream

Product

adjustments

Identify most

suitable SLO

Design of

commercial SLA

Develop the best

quality

assurance

policies

Setting Product

warranty terms

Marketing

Downstream

Drafts of

RFP/RFI/RFQ

Pricing tools,

Quotation tools

Go-2-Market

Communicating

the Quality

Tracking

QM

: Support

Others

Assessment in economic

risk and development of

the necessary hedging for

quality problems

Support to respond

complex requests

(RFP/RFI/RFQ)

Preparation of proposals

with specific requirements

of Quality / Performance

Mystery shopping

Training in Quality, Pricing

and Customer Valuation

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