Chapter: Mechanical : Total Quality Management (TQM) : Principles

Customer complaints (feedback)

Customer feedback must be continuously solicited and monitored to reduce the dissatisfied customers as much as possible.

Customer satisfaction model

Teboul‘s Model of customer satisfaction as shown in figure

From the above diagram it is understood that the company should strive for increasing the intersection portion i.e. Customer Satisfaction.

THE CUSTOMERS ARE

The most important people in the business

Not dependent on the organization, but the organization depends on them. Not an interruption to work but are the purpose of it.

Doing a favor when they seek business and not vice-versa.

A part of business, not outsiders and they are life blood of the business

People who come with their needs and jobs

Deserve the most courteous and attentive treatment.

TYPES OF CUSTOMERS

Internal Customer: The customer inside the company are called internal customers

External Customers: An external customer is the one who used the product or service or who purchase the products or service or who influences the sale of the product or service.

CUSTOMER SUPPLY CHAIN

Customer complaints (feedback)

Customer feedback must be continuously solicited and monitored to reduce the dissatisfied customers as much as possible.

CUSTOMER FEEDBACK OR CUSTOMER COMPLAINT IS REQUIRED

To discover customer dissatisfaction To identify customer‘s needs

To discover relative priorities of quality

To compare performance with the competition

To determine opportunities, for improvement

TOOLS USED FOR COLLECTING CUSTOMER COMPLAINTS

Comment card - Low cost method, usually attached to warranty card Questionnaire - Popular tool, costly and time consuming - by mail or telephone preferably multiple choice questions or a point rating system (1 to 5) or (1 to 10)

Customer Focus groups - Meeting by a representative of the company with the group of customers. Imprint analysis is an emerging technique to obtain intrinsic feelings using customer meetings, word associations, discussion, relaxation techniques etc.

Phone - Toll free Telephone numbers

Customer visits - Visit customer's place of business.

Report cards - Usually, send to customer on a quarterly basis.

The internet and computer - It includes newsgroups, electronic bulletin board mailing lists, Employee feedback.

Mass Customization - Capturing the voice of customers using data of what customer want instead of what customer is thinking about buying and manufacturing exact what they want.

STEPS TO SOLVE CUSTOMER COMPLAINTS

Complaints can be collected from all sources (letters, phone -calls, meetings and verb inputs)

Develop procedures for complaint resolution, that include empowering front-line personnel.

Analyze complaints, but understand that complaints do not always fit into new categories

Work to identify process and material variations and then eliminate the root cause.

When a survey response is received, a senior manager should contact the customer and strive to resolve the concern.

Establish customer satisfaction measures and constantly monitor them. Communicate complaint information, as well as the result of all investigation solution, to all people in the organization. .

Provide a monthly complaint report to the quality council for their evaluation and needed, the assignment of process improvement teams.

Identify customer's expectations beforehand rather than afterward through complaint analysis.

Study Material, Lecturing Notes, Assignment, Reference, Wiki description explanation, brief detail

Mechanical : Total Quality Management (TQM) : Principles : Customer complaints (feedback) |