Re: Customer Satisfaction - Would you advise to investigate the trend or the incidenc
Some examples:
Trends indicated lots of mobile phones being returned to the manufacturer marked "wrong colour". Yet in many cases the phone colour was as it said on the box -- red, black, blue, whatever. Investigation of specific incidents revealed that customers, variously, didn't like the shade of red, blue, whatever; or had simply misread the box, or had assumed they were all black. A hole was added to the box so that the customer could see the colour of the phone inside, even the shade and texture of the case. The trend of returns due to "wrong colour" went down.
Return rates for electronic amplifiers were generally low. Trend analysis performed by the manufacturer revealed that one customer returned significantly more products marked "dead on arrival" than the others. The returned product was, indeed, dead. Analysis of incidents with the customer concerned revealed that he had discovered that, while the spec promised 20 watts output, many could be driven to produce 30 watts. He was testing them all on arrival and returning those that blew when he tried to make them produce 30 watts. The manufacturer put in an overdrive protection circuit. No longer would some produce more than the rated 20 watts. Returns went down -- and sales of the 30 watt product went up a little.
I go to the shop. "I want a toaster," I say. I take it home and it bursts into flames and burns the house down ... A while later, I take it back to the shop. "It met my verbal specification," I say, "But I thought you would know it must meet the requirements for electrical and fire safety. My perception of your product is -- it's supposed to toast bread, not houses."
I order a hotel room. Double bed, no smoking, says the specification. The room, while clean, is right next to the elevator shaft and noisy -- I can't sleep. My perception of my satisfaction is low. The room met the formal spec; the ability to sleep was an unstated, but obvious, requirement. The hotel won't understand (and maybe fix) my dissatisfaction from trend analysis, not unless they ask about the incident.
Investigate trend or incidents? Both, say I. (Maybe not all the incidents, but some, surely.) Use trend analysis to decide which incidents, or classes of incident, to investigate.
Yes, it's true that when we measure customer perception of quality there's a risk of giving them what we think they need instead of what they want. But if we define quality as simply "meeting the specification" there's a risk of losing business when the spec is wrong and we don't realize.
Also, customers don't always understand as much about our product space as do we, so we have to help them with the specification using our expertise -- that's why ISO 9001 says we should meet their unstated requirements as well as their stated ones.
Hope this helps,
Pat