This document discusses identifying customer needs for quality management. It defines external and internal customers and describes different types of external customers like purchasers, merchants, and processors. It also discusses discovering customer needs, including stated needs versus real needs, perceived needs, cultural needs, and the need for products and services to be user friendly and provide promptness of service. Quality planning involves identifying customers and their needs to develop products and services that meet expectations.
2. A Great TeamworkTo make the difference
AUGUSTINE
ALONG
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DIVANESh
CHAN.
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AHMAD
RITHUAN
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3. What is Quality?
Quality is fitness for use - J.M. Juran
Quality is meeting or exceeding customer expectations at a cost that
represents a value to them. - H. James Harrington
Quality should be defined as surpassing customer needs and
expectations throughout the life of the product. - Howard Gitlow and
Shelley Gitlow
Introduction to Quality
4. Juran: Quality Trilogy
Managing for quality consists of three basic quality-oriented processes:
• quality planning,
• quality control
• quality improvement.
The role of quality planning is to design a process that will be able to
meet established goals under operating conditions.
The role of quality control is to operate and when necessary correct
the process so that it performs with optimal effectiveness.
The role of quality improvement is to devise ways to take the process
to unprecedented levels of performance.
6. 2.1 External Customers
70%
- External customer is a customer who purchases a
company’s product or service but not the employee or
part of organization.
7. 2.1.1 The Purchaser
70%
- Refer to someone who buys the product for himself or for someone.
- Purchaser can be as end user customer which receive benefit from the
product.
Eg: Perodua Axia auto lock steering accident. Driver said that the brakes and
steering did not function and the airbags did not deploy after the car hit the
road barrier.
After full diagnostic test conducted, all system are function properly.
8. Quality Outcome:
Perodua published an official
statement to encounter back the
claimed.
They had run the diagnostic test for
the car and ensure their end user
customer receive benefit from the
product.
9. 2.1.2 Merchant
70%
These are defined as people or company involved
in trade : wholesale , resale , distributors, travel
agents and brokers, and anyone who handles the
product, especially one dealing with supplying
merchandise to a particular trade.
For example : In-flight duty free merchandise sold by Malaysia Airlines ,
known as MAS Temptations - a collection of quality & branded goods are sold
by the cabin crew . These products offered are frequently revised (monthly)
to assure what is sold is in trend and meets travelling customers demand.
10. 2.1.3 Processors
70%
- Processor are the organization and people who use the
product or output as an input from producing their own
product/services.
.Examples: The Berkut Rig , in the Sea of Okhotsk Russia.
- the largest oil and gas platform in the world constructed by
Exxon Mobil and Rosneft.
Estimated to extract 10-12 billion tons of oil annually
As the processors, the US major ExxonMobil (30 percent), Japan's Sodeco (30 percent), Russia’s
Rosneft (20 percent) and India's ONGC Videsh (20 percent).
11. 2.1.5 Potential Customers
70%
- The One those NOT CURRENTLY USING the product
- Capable of being a new customer
- Highly targeted as potential contributor to increase sales and incomes.
Eg: Proton Test Drive, They allowed the potential customers to test drive the
proton’s car before they buy. If the customers satisfied with the quality of
car, the car will be purchased then.
12. 2.1.6 Hidden Customers
70%
- Comprised of an assortment from different customers who are easily
overlooked because they may not come to mind readily
- Great influence to the design of the product that related to:
1. Regulators,
2. Critics,
3. Opinion leaders,
4. Testing services,
5. Payers,
6. The Media,
7. The Public at large,
8. Those directly or potentially
threatened by the product,
9. Corporate policy makers,
10. Labour unions
11.Professional
associations.
13. 2.2 Internal Customers
70%
- Plays a key role in the business's success.
- May not necessarily purchase the products offered
- Could be the marketing and internal media
- Eg: Ford Company, Customer Services Division does not work well and have difficulty placing
orders to his external clients' questions, resulting in a poor level of service.
- Ford Company must focus on the relationship with internal customer.
- They must seek to improve internal relations by training employees to think of co-workers
in the same manner as external customers to provide the same high level of service.
15. 3.1 Stated need and real need
70%
- Stated need refer to the need in term of the good and service that they
wish to buy.
- Real needs refer to the benefit that they believe they will receive.
Description Stated need Real needs
Explanation Customer wishes to buy Benefit that customer actually
need
Examples: Emma Maersk ship owner
apply for an insurance
package from Tokio Marine
Insurance Holdings.
To indemnify the assured
against marine losses during
marine adventure.
16. 3.2 Perceived need
70%
- Refer to customer awareness about product/service that company offered
- Company understandably their needs based on their perceptions
- Typically affected by advertising, reviews, public relations, social media
Exp: Toyota Is Once Again The Best Auto Brand In
America - 2013
Based on how consumers perceive each brand in
seven categories: quality, safety, value,
performance, design, technology and green
attributes
17. 3.3 Cultural need
70%
- Refer to the cultural values related to primary needs for job security, self
respect, respect of others, continuity of habit patterns and still other
elements.
- Any changes proposed change becomes a threat
- resisted until the nature of the threat is understood.
Exp: Some cases where the hog hair brush enter the market which are totally
against the cultural needs. This may disrespect the cultural value and becomes
a threat in community.
18. 3.4 “User Friendly”
70%
- Non-professionals (“amateur” level) - high demand for “user-friendly”
products
- Product features enables amateurs to make ready use of technological
products.
- For example: Booking a taxi should be quick, efficient and made readily
available. The one click actions are set to revolutionize the way users hail a
taxi virtually.
- The ease of the ‘Uber’ application helps users not only book a taxi
anywhere , anytime but it also features great extensions to other sort of
services :
‘UberEats’ to order your food , ‘UberRush’ to order provision
19. 3.4 Promptness of Service
70%
- Services provided should be prompt.
- Important element in most business culture today , especially with the F&B industry,
- Example, Domino’s stores across the globe strive for great, speedy customer service.
1973 - Dominos 30 minutes or free guarantee.
Offer : money off (discount) or a free pizza - if failed
- "Just in time" manufacture.
Which requires dependable deliveries of materials in order to minimize inventories.
- McDonald's : Orders aren’t prepared until the customer have made a specific order at
the counter first.
