The CMQ/OE is responsible for leading and championing process-improvement initiatives across various industries. When faced with an improving customer satisfaction trend, the quality manager should not simply ignore it. Instead, they should proactively analyze the underlying factors contributing to this trend. Here’s how the CMQ/OE can respond:
Kano Analysis: The Kano model categorizes features or attributes into three types:
Basic Needs (Must-Have): These are essential features that customers expect. They don’t necessarily lead to increased satisfaction when met, but dissatisfaction occurs if they are missing. For example, timely delivery is a basic need.
Performance Needs (More Is Better): These features directly impact satisfaction. The more you provide, the more satisfied customers become. For instance, faster response times or higher product quality fall into this category.
Excitement Needs (Delighters): These are unexpected features that can significantly enhance satisfaction. Customers are delighted when they receive them, even though they didn’t explicitly ask for them. Innovations or unique features often fall into this category.
By conducting a Kano analysis, the quality manager can identify which features fall into each category. This helps prioritize efforts and allocate resources effectively. For example:
Strengthen basic needs to prevent dissatisfaction.
Enhance performance needs to boost overall satisfaction.
Consider adding excitement needs to create positive surprises.
Continuous Improvement: The quality manager should ensure that the organization maintains a continuous improvement mindset. Even when satisfaction is improving, there’s always room for enhancement. Regularly collect customer feedback, monitor trends, and adapt processes accordingly.
Balancing Efforts: While addressing customer satisfaction, the quality manager should strike a balance between meeting basic needs, improving performance, and occasionally introducing delighters. Overemphasizing one category at the expense of others can lead to suboptimal results.
Data-Driven Decision-Making: Use data and metrics to guide decisions. Analyze customer surveys, complaints, and other relevant data sources. The CMQ/OE should collaborate with cross-functional teams to implement necessary changes.
In summary, the CMQ/OE should actively engage in understanding customer needs, prioritize improvements, and use tools like the Kano analysis to enhance overall satisfaction.
References: 1: ASQ Certified Manager of Quality/Organizational Excellence