TUM School of Management Production and Supply Chain Management Prof Martin Grunow Technische Universitt Mnchen

Quality Engineering & Management

Session 1.2: Understanding Customer Expectations

Dr. Holly Ott Production and Supply Chain Management

Chair: Prof. Martin Grunow TUM School of Management

Holly Ott Quality Engineering & Management Module 1.2 1

TUM School of Management Production and Supply Chain Management Prof Martin Grunow Technische Universitt Mnchen

Holly Ott 2 Quality Engineering & Management Module 1.2

DEFINE

Defining Quality Understanding

Customer Expectations

DEFINE

ME

AS

UR

E

TUM School of Management Production and Supply Chain Management Prof Martin Grunow Technische Universitt Mnchen

Learning Objectives

3 Quality Engineering & Management Module 1.1 Holly Ott

Explain the relevance of the DEFINE phase in the DMAIC flow. Discuss the difference between a problem (in the process output)

and causes of the problem (in the process or the inputs)

List the key goals of the DEFINE phase.

TUM School of Management Production and Supply Chain Management Prof Martin Grunow Technische Universitt Mnchen

DEFINE: Problem Definition

Holly Ott Quality Engineering & Management Module 1.2 4

Input Process Output

Reiner Hutwelker, Keks Scenario Integrated-Process-Problem-Solving Method (IPPSM)

Burnt Cookie!

TUM School of Management Production and Supply Chain Management Prof Martin Grunow Technische Universitt Mnchen

Customer Expectations

Holly Ott Quality Engineering & Management Module 1.2 5

Source: www.projectcartoon.com

TUM School of Management Production and Supply Chain Management Prof Martin Grunow Technische Universitt Mnchen

Problem Definition - Literature

Holly Ott Quality Engineering & Management Module 1.2 6

Agre (1982): a problem is an undesirable situation which may be solvable by some agent although probably with some difficulty(page 122) Smith (1989): Problems are conceptual entities that don't exist in the world, but rather involve a relationship of disharmony between reality and one's preferences.(pag965) or existing state-desired state gaps(page 968) Eierman and Philip (2003): a problem is an emergent undesirable situation that must be corrected (page 354 Volkema (1983): A problem has been defined alternatively as a conflict (Duncker [16]), an obstacle (Maier [42]), an accepted task that a person does not know how to carry out (Simon [70]), dissatisfaction with a purposeful state (Ackoff and Emery [3]), and the difference between what one has and what one wants (de Bono [13]) Basadur, M., Ellspermann, S., & Evans, G. (1994): word problem can be defined as a gap between the present and some desired state of affairs. Similar definitions have been proposed by others. A gap can carry a positive, negative or unknown connotation, providing three different views of the word problem. (page 629) Mitroff and Silvers (2009) define problems as: (P) occurs if there is a gap between what we ideally desire (I) and what we currently can accomplish (A): P = I A > 0 (quoted from Jrgensen, 2011: page 29) Lyles (1981): Well-defined problems those that are frequently imposed on the organization, such as government legislation or union contracts. (page 61). Ill-defined problems are problems whose nature can be represented in multiple ways and which are perceived by people differently are open to debate in defining the very nature of the problem. (page 61) (Landry 1995): epistemological perspective of problems: Objectivistic, Perspective, Constructive views of problems

TUM School of Management Production and Supply Chain Management Prof Martin Grunow Technische Universitt Mnchen

Problem Definition - Literature

Holly Ott Quality Engineering & Management Module 1.2

Concept of Problem

Debate among scholars

Refers to what constitutes a problem

Undesirable situation (Agre 1982), gap between current and desired state (Basadur et. al. 1994) etc.

TUM School of Management Production and Supply Chain Management Prof Martin Grunow Technische Universitt Mnchen

Problem Definition - Literature

Holly Ott 8 Quality Engineering & Management Module 1.2

Concept of Problem Definition Concept of Problem

Debate among scholars

Refers to what constitutes a problem

Undesirable situation (Agre 1982), gap between current and desired state (Basadur et. al. 1994) etc.

Different conceptualizations

As a result

Refers to how the problem is represented or described, i.e. verbal description of the individual instances of problems (Smith 1989) in a linguistic form such as a problem statement.

Gap specification, causal diagnosis, difficulties and constraints, perspective (Smith 1989)

Problem Definition can be defined in many different ways depending on the context, - the situation, - the circumstances and - the perspective, from which the problem is viewed

TUM School of Management Production and Supply Chain Management Prof Martin Grunow Technische Universitt Mnchen

DEFINE: Problem Definition

Holly Ott Quality Engineering & Management Module 1.2 9

Input Process Output

Reiner Hutwelker, Keks Scenario Integrated-Process-Problem-Solving Method (IPPSM)

Burnt Cookie!

TUM School of Management Production and Supply Chain Management Prof Martin Grunow Technische Universitt Mnchen

DEFINE: Problem Definition

Problems are always attributes of the output of a process:

Holly Ott Quality Engineering & Management Module 1.2 10

Input Process Output

Reiner Hutwelker, Keks Scenario Integrated-Process-Problem-Solving Method (IPPSM)

TUM School of Management Production and Supply Chain Management Prof Martin Grunow Technische Universitt Mnchen

Problem Definition

A problem is the deviation of a required attribute in the product (output of process)

The attribute can be assigned to one of the categories: Quality, Availability (Quantity/Time) or Consumption of Resources.

Holly Ott Quality Engineering & Management Module 1.2 11

Reiner Hutwelker, Keks Scenario Integrated-Process-Problem-Solving Method (IPPSM)

Availability Q

uantity/Time

Quality

Consum

ption Target Range

Performance

TUM School of Management Production and Supply Chain Management Prof Martin Grunow Technische Universitt Mnchen

Holly Ott 12 Quality Engineering & Management Module 1.2

DEFINE Customers, employees and managers identify

problems (potentials) in processes and products.

Evaluate the relevance of the output parameters and estimate the impact of their fulfillment on the output quality (Critical to Quality)

Summarize information about the process, its important outputs and their problems

Indicate the relevance of this information for the customer satisfaction and the business

Agree on objectives for the important critical to quality parameters and on the scope of the project

Define the team Adapted from Integrated-Process-Problem-Solving Method (IPPSM)

Reiner Hutwelker

DEFINE

ME

AS

UR

E

TUM School of Management Production and Supply Chain Management Prof Martin Grunow Technische Universitt Mnchen

DMAIC Project

Holly Ott Quality Engineering & Management Module 1.2 13

image reprinted with permission from Hanwag GmbH

TUM School of Management Production and Supply Chain Management Prof Martin Grunow Technische Universitt Mnchen

Coming Up

Please complete the Practice Problem for Defining Quality

and start the DMAIC Project in this section 1 PROJECT: Introduction 1 PROJECT: DEFINE - Defining Customer

Expectations, Basic Process Understanding

Next Week: Lecture 2.1: Probability vs. Statistics

14 Quality Engineering & Management Module 1.2 Holly Ott