Sixsig
Sixsig
Sixsig
JOHN A. LUPIENSKI
Copyright Motorola Inc. “Quality Is Our Job, Customer Satisfaction Is Our Duty, Customer Loyalty Is Our Future”
What We Will Cover
• Motorola Overview
• Quality Journey
• Six Sigma The Concept
• Deployment
• Results
• The Future
• Lessons Learned
Copyright Motorola Inc. “Quality Is Our Job, Customer Satisfaction Is Our Duty, Customer Loyalty Is Our Future”
Motorola Statistics
Copyright Motorola Inc. “Quality Is Our Job, Customer Satisfaction Is Our Duty, Customer Loyalty Is Our Future”
1997 Sales
By Product By Region
Latin America,
Other Africa, ROW
LMPS 10% 13% United
16% Japan States
GSS 6%
40% 42%
MIMS China/
13% Hong Kong
11%
Asia
Pacific
9%
SPS Europe
21% 19%
Copyright Motorola Inc. “Quality Is Our Job, Customer Satisfaction Is Our Duty, Customer Loyalty Is Our Future”
The Rules of Engagement
Product Customer/Consumer
Copyright Motorola Inc. “Quality Is Our Job, Customer Satisfaction Is Our Duty, Customer Loyalty Is Our Future”
Communications Enterprise
THE
C O M M U N IC A T IO N S
E N T E R P R IS E
Accessories Applications
Content
Copyright Motorola Inc. “Quality Is Our Job, Customer Satisfaction Is Our Duty, Customer Loyalty Is Our Future”
ACCES
A U T O M O T IV E .C O M P O N E N T ,
CO M PUTER AND
ENERG Y SECTOR
Powertrain Controls Ceramics Battery Products Flat Panel Displays Embedded Systems
Autobody Controls Lighting Battery Chargers Single Board PCs
Sensors Quartz Products Power Supplies
Telematics Oscillators
SAWs
Copyright Motorola Inc. “Quality Is Our Job, Customer Satisfaction Is Our Duty, Customer Loyalty Is Our Future”
SPS
S E M IC O N D U C T O R
PRO DUCTS
SECTOR
PC Technology
Copyright Motorola Inc. “Quality Is Our Job, Customer Satisfaction Is Our Duty, Customer Loyalty Is Our Future”
Motorola Products
• Cellular Telephones
• Two Way Communications
• Pagers
• Semiconductors
• Automotive Electronic Modules and
Components
• Modems and Integrated Management Systems
• Cellular and Satellite Infrastructure Systems
Copyright Motorola Inc. “Quality Is Our Job, Customer Satisfaction Is Our Duty, Customer Loyalty Is Our Future”
Global Facilities
Copyright Motorola Inc. “Quality Is Our Job, Customer Satisfaction Is Our Duty, Customer Loyalty Is Our Future”
Quality Journey
Copyright Motorola Inc. “Quality Is Our Job, Customer Satisfaction Is Our Duty, Customer Loyalty Is Our Future”
Changing Motorola's Quality Culture
The environment
- A U.S. Centered Company
- Japan Inc. Attacking
- Quality Control Mindset
Copyright Motorola Inc. “Quality Is Our Job, Customer Satisfaction Is Our Duty, Customer Loyalty Is Our Future”
Changing Motorola's Quality Culture
Copyright Motorola Inc. “Quality Is Our Job, Customer Satisfaction Is Our Duty, Customer Loyalty Is Our Future”
Changing Motorola's Quality Culture
1979 • "Our Quality Stinks."
1980 • Corporate Quality Officer named
Business Units
Assess Education
Quality Reviews
• Short term results
QSR Motorola
Process CQO University
- Lead
- Teach Recommendations on
vision and direction
• Lead
- Audit
• Teach Management Board
• Audit
Copyright Motorola Inc. “Quality Is Our Job, Customer Satisfaction Is Our Duty, Customer Loyalty Is Our Future”
Changing Motorola's Quality Culture
1979 • "Our Quality Stinks."
1980 • Corporate Quality Officer named
Guidelines
April 1998
Copyright Motorola Inc. “Quality Is Our Job, Customer Satisfaction Is Our Duty, Customer Loyalty Is Our Future”
Assessment Vehicle for Total Organization
Copyright Motorola Inc. “Quality Is Our Job, Customer Satisfaction Is Our Duty, Customer Loyalty Is Our Future”
1981 • Began focus on Quality
I 1991 • Internal and supplier QSRs are combined into the current
QSR forms and the QSR Guidelines
S 1994 • Updated to include 1994 Revision of ISO 9001
Copyright Motorola Inc. “Quality Is Our Job, Customer Satisfaction Is Our Duty, Customer Loyalty Is Our Future”
Changing Motorola's Quality Culture
1979 • "Our Quality Stinks."
1980 • Corporate Quality Officer named
1981 • Motorola Training Center established
• 5 year, 10x quality improvement goal set
• QSR Implemented
Copyright Motorola Inc. “Quality Is Our Job, Customer Satisfaction Is Our Duty, Customer Loyalty Is Our Future”
A Common Metric
• Count Defects
• Independent variable
• Ownership
Copyright Motorola Inc. “Quality Is Our Job, Customer Satisfaction Is Our Duty, Customer Loyalty Is Our Future”
Benchmarking
IRS - Tax Advice (phone-in)
100K
(66810 ppm)
Restaurant Bills
Doctor Prescription Writing
10K Payroll Processing
Average Order Write-up
Journal Vouchers
Company(6210 ppm) Wire Transfers
1K
Purchased Material
Lot Reject Rate Air Line Baggage
Handling
(233 ppm)
100
10
Best in Class
Domestic Airline
(3.4 ppm) Flight Fatality Rate
1
2 3 4 5 6 7
(0.43 ppm)
SIGMA (with ±1.5 Sigma Shift)
Copyright Motorola Inc. “Quality Is Our Job, Customer Satisfaction Is Our Duty, Customer Loyalty Is Our Future”
The Quality Evolution Continues!
Copyright Motorola Inc. “Quality Is Our Job, Customer Satisfaction Is Our Duty, Customer Loyalty Is Our Future”
The Motorola Card
Copyright Motorola Inc. “Quality Is Our Job, Customer Satisfaction Is Our Duty, Customer Loyalty Is Our Future”
The Quality Evolution Continues!
Copyright Motorola Inc. “Quality Is Our Job, Customer Satisfaction Is Our Duty, Customer Loyalty Is Our Future”
The Quality Evolution Continues!
1987 • Corporation adopts Six Sigma
• 2 year, 10x; 4 year, 100x quality improvement;
Six Sigma by 1992 goal is set
1988 • Malcolm Baldrige National Quality Award
• Mapped ISO 9001 into QSR
Copyright Motorola Inc. “Quality Is Our Job, Customer Satisfaction Is Our Duty, Customer Loyalty Is Our Future”
Total Customer Satisfaction Teams
• TDU focused problem solving
• QCC/PPS provided platform
- QCC JUSE
- PPS Government
• Narrow teams vs. broader virtual
- Multifunctional
- Virtual : problem centered
• Competition: National scoring
• 1990 First Sector competition
• 1991 Corporate
1987 – 1992
Common quality metric results in identical
improvement rate goal for all operations.
• Manufacturing and non-manufacturing
• Administration and operations
• Factory and office
Copyright Motorola Inc. “Quality Is Our Job, Customer Satisfaction Is Our Duty, Customer Loyalty Is Our Future”
Other Quality Awards Received *
1992
- Winner: Malaysia National Quality Award
- Winner: NY State Excelsior Quality Award
-
1994
- Winner: Israel National Quality Award
1996
- Winner: Singapore National Quality Award
* All Patterned after MBNQA
Copyright Motorola Inc. “Quality Is Our Job, Customer Satisfaction Is Our Duty, Customer Loyalty Is Our Future”
Six Sigma The Concept
Copyright Motorola Inc. “Quality Is Our Job, Customer Satisfaction Is Our Duty, Customer Loyalty Is Our Future”
A Traditional View
Market Share
Sales Growth
• Output Variables
Profitability
Customer Satisfaction
Market Share
Sales Growth
• Output Variables
Profitability
+ Manufacturing Processes
6
3.4 ppm
or Zero
Administrative Areas
Customers or Suppliers
1.0
3.0
6.0
2.0
7.0
4.0
5.0
0.0
-7.0
-6.0
-5.0
-4.0
-3.0
-2.0
-1.0
1 - Identify the product or service you provide 4 - Define the process for doing work
2 - Identify your customers & their requirements 5 - Eliminate defect sources / optimize the process
3 - Determine your needs & suppliers 6 - Continuously improve the Sigma level
Copyright Motorola Inc. “Quality Is Our Job, Customer Satisfaction Is Our Duty, Customer Loyalty Is Our Future”
Normal Distribution - Gaussian Curve
D
2
( xi x )
RE
SO
=
Sigma = = Deviation n 1
N
CE
( Square root of variance )
-3
-2
-1
-4
1
2
3
5
6
7
0
4
between + / - 1 68.27 % result: 317300 ppm outside
(deviation)
between + / - 2 95.45 % 45500 ppm
Copyright Motorola Inc. “Quality Is Our Job, Customer Satisfaction Is Our Duty, Customer Loyalty Is Our Future”
Six Sigma...And the Statistics
-1.5 Sigma +1.5 Sigma
Lower spec. limit Upper spec. limit
3.4 ppm
or Zero
3.0
-6.0
-1.0
-5.0
-2.0
0.0
1.0
2.0
-7.0
-3.0
6.0
4.0
5.0
7.0
-4.0
Under these conditions, and in the worst case, there will be no more than a 3.4 ppm
defect (reject) level, with specification limits at 4.5 on one side and 7.5 on the other.
Note: One can see that the point corresponding to 6 on the graduated performance
scale above is measured in ”Sigma’s” (with 6 corresponding to a 3.4 ppm defect level).
Copyright Motorola Inc. “Quality Is Our Job, Customer Satisfaction Is Our Duty, Customer Loyalty Is Our Future”
Six Sigma...And Capability
1 2 3 4 5 6 7 8
Copyright Motorola Inc. “Quality Is Our Job, Customer Satisfaction Is Our Duty, Customer Loyalty Is Our Future”
The Opportunities...
Different Numbers of Opportunities ...
Manufacturing Process
6
Admini stra tive Areas
Customers or Suppliers
Copyright Motorola Inc. “Quality Is Our Job, Customer Satisfaction Is Our Duty, Customer Loyalty Is Our Future”
Some Examples of Opportunity
Expedite / Delivery:
1 opportunity / packaging unit
Copyright Motorola Inc. “Quality Is Our Job, Customer Satisfaction Is Our Duty, Customer Loyalty Is Our Future”
Sigma and Opportunities
p
.O
.M
Numb D.
P
er of
Defec
Numb ts
er of
Units = D.P.U
.M .Op.
D.P
0 00 000 =
1 ties
.P.Ux un i
D
O p port
1 Opportunity = m b er o f
Nu
Copyright Motorola Inc. “Quality Is Our Job, Customer Satisfaction Is Our Duty, Customer Loyalty Is Our Future”
A Universal Measurement Scale ...
Sigma
7
6
5
4
DPMOp
On one condition : 3
3.4
Calculate the defects and
estimate the opportunities 233
in the same way... 6210
66810
Copyright Motorola Inc. “Quality Is Our Job, Customer Satisfaction Is Our Duty, Customer Loyalty Is Our Future”
Measurement With SIGMA Is Simple !!!
Copyright Motorola Inc. “Quality Is Our Job, Customer Satisfaction Is Our Duty, Customer Loyalty Is Our Future”
Converting Defect Levels to..... Sigma !
An Example :
175 defects are identified while
producing 5000 controllers
D.P.U = 175 / 5000 = 0.035
The manufacture of one controller
allows for 1367 defect opportunities.
Copyright Motorola Inc. “Quality Is Our Job, Customer Satisfaction Is Our Duty, Customer Loyalty Is Our Future”
Six Sigma: An Ambitious Objective?
Copyright Motorola Inc. “Quality Is Our Job, Customer Satisfaction Is Our Duty, Customer Loyalty Is Our Future”
The Impact of Quality: “6 Sigma Suppliers”
Copyright Motorola Inc. “Quality Is Our Job, Customer Satisfaction Is Our Duty, Customer Loyalty Is Our Future”
Six Sigma and Continuous Improvement
1 - Identify the product or service you provide 4 - Define the process for doing work
2 - Identify the customer & their requirements 5 - Eliminate defect sources / optimize the process
3 - Determine your needs & suppliers 6 - Continuously improve the Sigma level
Feedback 6
3 2
Enter Process Exit 1
Supplier Needs Activity 5
Product/Service Customer
Copyright Motorola Inc. “Quality Is Our Job, Customer Satisfaction Is Our Duty, Customer Loyalty Is Our Future”
Defect Reduction: “Peeling the Onion”
TREND CHART
PROCEDURE
GOAL
TIME
MEASURE
RESULTS AND
ANALYZE
INSTITUTIONALIZE
PROBLEM SOLVE
BRAINSTORMING/
PARETO ANALYSIS/
ACTION PLAN ROOT CAUSE
Action Name Date IDENTIFICATION
100%
Copyright Motorola Inc. “Quality Is Our Job, Customer Satisfaction Is Our Duty, Customer Loyalty Is Our Future”
Advantages of This Type of Approach
TC
Culture
S of
Excellence
Copyright Motorola Inc. “Quality Is Our Job, Customer Satisfaction Is Our Duty, Customer Loyalty Is Our Future”
Deployment
Copyright Motorola Inc. “Quality Is Our Job, Customer Satisfaction Is Our Duty, Customer Loyalty Is Our Future”
The Process for Deployment
• Management involvement
• Empowered teams
Copyright Motorola Inc. “Quality Is Our Job, Customer Satisfaction Is Our Duty, Customer Loyalty Is Our Future”
Why Have We Been Successful...
The Management Process!
Copyright Motorola Inc. “Quality Is Our Job, Customer Satisfaction Is Our Duty, Customer Loyalty Is Our Future”
Management Leadership
DATED JAN 15, 1987
Copyright Motorola Inc. “Quality Is Our Job, Customer Satisfaction Is Our Duty, Customer Loyalty Is Our Future”
Why We Have Been Successful...
The Management Process!
Copyright Motorola Inc. “Quality Is Our Job, Customer Satisfaction Is Our Duty, Customer Loyalty Is Our Future”
Management of the Improvement Process
Copyright Motorola Inc. “Quality Is Our Job, Customer Satisfaction Is Our Duty, Customer Loyalty Is Our Future”
Employee Involvement Requires
• Awareness
– How are we doing?
– How are the best in class doing?
• Training
– Tools, Methodology, Metrics
• High expectations
– Team goal setting
• Communication
– Progress and recognition
Copyright Motorola Inc. “Quality Is Our Job, Customer Satisfaction Is Our Duty, Customer Loyalty Is Our Future”
Empowered Teams
Copyright Motorola Inc. “Quality Is Our Job, Customer Satisfaction Is Our Duty, Customer Loyalty Is Our Future”
Worldwide TCS Team Count
1997
1996
1995
1994
1993
1992
1991
1990
Copyright Motorola Inc. “Quality Is Our Job, Customer Satisfaction Is Our Duty, Customer Loyalty Is Our Future”
A Black Belt Is . . .
Copyright Motorola Inc. “Quality Is Our Job, Customer Satisfaction Is Our Duty, Customer Loyalty Is Our Future”
A Black Belt Will . . .
Copyright Motorola Inc. “Quality Is Our Job, Customer Satisfaction Is Our Duty, Customer Loyalty Is Our Future”
Use of Six Sigma Black Belts
Copyright Motorola Inc. “Quality Is Our Job, Customer Satisfaction Is Our Duty, Customer Loyalty Is Our Future”
Black Belt Training
• Green Belt
– Utilize Statistical & Quality Techniques
– 2%-5% of Time (1-2 hrs/week) Consulting/Training
– Min. 2 Projects* per Year
• Black Belt
– Lead use of Statistical & Quality Techniques
– Mentor Green Belts; Communicate New Techniques
– 5%-10% of Time (2-4 hrs/week) Consulting/Training
– Min. 4 Projects* per Year
• Master Black Belt
– Mentors Green & Black Belts
– 80%-100% of Time Consulting/Mentoring/Training
Chris Galvin
Copyright Motorola Inc. “Quality Is Our Job, Customer Satisfaction Is Our Duty, Customer Loyalty Is Our Future”
History of Six Sigma Black Belt Program
• 1990 - Motorola DOE Symposium Committee organized
• 1991 - Motorola Six Sigma Research Institute established
• 1991 - Corporate Six Sigma Black Belt Steering Committee formed
• 1992 - Initiated an effort between Motorola, TI, IBM, Kodak and others to
jointly develop the Six Sigma Black Belt Program
• 1992 - Six Sigma Technical Institute (SSTI) developed as a required training
vehicle for Black Belt candidates
• 1992 - First Six Sigma Black Belts recognized in Asia and US
• 1993 - First Six Sigma Black Belt symposium held
• 1996 - SPS Six Sigma Black Belt Steering committee formed
• 1996 - “Intro. to Black Belt Program” replaces SSTI as required course
• 1998 - Motorola Elma leads AIEG/ACCES group wide push for Black Belts
- Reintroduces program
Copyright Motorola Inc. “Quality Is Our Job, Customer Satisfaction Is Our Duty, Customer Loyalty Is Our Future”
Expectations of Six Sigma Black
Belts
• Problem solving leadership
• Improvement change agents
• Drive use of statistical methods
• Integrate statistics into discipline area
• Network for solution reuse
• Mentor future Belts
• Continue personal development
Copyright Motorola Inc. “Quality Is Our Job, Customer Satisfaction Is Our Duty, Customer Loyalty Is Our Future”
Barrier Breakthrough Plan
Copyright Motorola Inc. “Quality Is Our Job, Customer Satisfaction Is Our Duty, Customer Loyalty Is Our Future”
How does one become ‘Belted’
Phase 1: Candidate Identification and Mentor Structure
Identify candidate
Management sponsorship
Master Black Belt Mentor
Define Black Belt responsibilities
Phase 2: Skill Development
Black Belt Orientation Class
Personal Skill Development
High Impact Improvement Project
Phase 3: Recognition
Application for recognition
Black Belt Recognition
Continuous Improvement
Copyright Motorola Inc. “Quality Is Our Job, Customer Satisfaction Is Our Duty, Customer Loyalty Is Our Future”
Core Statistical Skills Core Six Sigma Quality Skills Core Interpersonal Skills
GBM Statistical Software (JMP, Minitab) GBM AIEG QMS GBM Communication (oral, written)
MIN101 AEC722, DDI121
GBM Numerical and Graphical Techniques GBM QS 9000 GBM Team Facilitation
MIN101, IBM548 AEC279 DDI170
GBM Statistical Process Control GBM Customer Satisfaction GBM Coaching and Mentoring
AEC506, AEC661, AEC662, AEC663 SSG100, TCS100 LDR380, PER119
GBM Process Capability GBM Six Steps to Six Sigma GBM Managing Change
AEC661, AEC662, SCP201 SSG100, SSG102CD MGT564, MGT124, PDE532
GBM Comparative Tests GBM Concurrent Engineering BM Leadership
MIN101, SPC201 MGT561, MGT562, DDI180
GBM Analysis of Variance (ANOVA) GBM TCS BM Team Building
ENG998, AEC603 TCS100 MGT560, MGT562, EC727, MGT155
GBM Measurement System Analysis GBM Systemic Approach to Problem M Instructional/Teaching
AEC663 Solving MOT132
QUA392
GBM Design of Experiments (e.g. Full, GBM Team Oriented Problem Solving M Managing Projects
Fractional, Taguchi Designs) (8D, 7D, 5P)
ENG998, QUA389 AEC471, MGT839
GBM Regression (e.g. linear, nonlinear) BM Quality System Review
QUA590
GBM Statistical Process Characterization BM Team Problem Solving Non-
Strategies and Techniques Manufacturing
ENG227 CES103
BM Statistical Inference BM Design for Manufacturability
MIN101, SPC201
ENG123, ENG123CD
BM Confidence Intervals BM Financial/Economic Quality Issues
MIN101, SPC201
BM Probability Concepts and M Quality Function Deployment
Distributions
SPC201 QUA200A, QUA200B, QUA200C
BM Response Surface Methods M Total Quality Management
QUA393
BM Screening DOE M Benchmarking
QUA391 BMK220
M Advanced Problem Solving M Product Development Assessment
Strategies and Technologies
ENG998
M Acceptance Sampling
SPC201
M Sample Size Estimation
Copyright Motorola Inc. “Quality Is Our Job, Customer Satisfaction Is Our Duty, Customer Loyalty Is Our Future”
Six Sigma Black Belt Mentor
Structure
Belt Sponsorship Related Projects
Master Black Belt 5 Black Belts 10 / Year
Copyright Motorola Inc. “Quality Is Our Job, Customer Satisfaction Is Our Duty, Customer Loyalty Is Our Future”
Black Belt Roadmap
• Express interest in the program with your management's
approval
• Complete application for candidacy
• Interview for program
• 5-7 Black Belts in Training
• First 4 months 50-60% during training process starting May
4th
– See detailed Black Belt Roadmap Development Process
• Complete Project assigned (4/year)
• Sponsor 2 Green Belts
Copyright Motorola Inc. “Quality Is Our Job, Customer Satisfaction Is Our Duty, Customer Loyalty Is Our Future”
Do other companies have Six Sigma
Blackinstituted
• GE has very successfully BeltthisPrograms?
program
– 4,000 trained Black Belts by YE 1997
– 10,000 trained Black Belts by YE 2000
– “You haven’t much future at GE unless they are selected to become Black Belts” - Jack
Welch
• Kodak has instituted this program
– CEO and COO driven process
– Training includes both written and oral exams
– Minimum requirements: a college education, basic statistics, presentation skills,
computer skills
• Other companies include:
– Allied Signal -Texas Instruments
– IBM - ABB
– Navistar - Citibank
Copyright Motorola Inc. “Quality Is Our Job, Customer Satisfaction Is Our Duty, Customer Loyalty Is Our Future”
Discussion
Copyright Motorola Inc. “Quality Is Our Job, Customer Satisfaction Is Our Duty, Customer Loyalty Is Our Future”
The Cost/Quality Relationship
is also the
Copyright Motorola Inc. “Quality Is Our Job, Customer Satisfaction Is Our Duty, Customer Loyalty Is Our Future”
Results
Copyright Motorola Inc. “Quality Is Our Job, Customer Satisfaction Is Our Duty, Customer Loyalty Is Our Future”
And the Results?
1997
5.6
Products Manufactured
~ 16 Billion
1986
4.2
Copyright Motorola Inc. “Quality Is Our Job, Customer Satisfaction Is Our Duty, Customer Loyalty Is Our Future”
11 Year Journey • • 1987 to 1997
FINANCIAL QUALITY
Sales Up 5.05x $29.8 Billion in 1997 Through Defect Elimination
• An Average Compounded Growth • We have Eliminated > 99.7% of
Rate of 16.9% per Year In-Process Defects
Profits Up 6.03x $1.18 Billion in 1997 The COPQ (Cost of Poor Quality)
• An Average Compounded Growth • Reduced > than 84% on a Per Unit
Rate of 19.5% per Year Basis
Stock Up Over 7.0x Manufacturing Cost Savings
• An Average Compounded Growth • Cumulative Savings over $14 Billion
Rate of 21.3% per Year Employee Productivity
• Increased 3-Fold: A 12% Per Year
Average
Product Reliability
• MTBF • • Increased 5 - 10 Fold
Copyright Motorola Inc. “Quality Is Our Job, Customer Satisfaction Is Our Duty, Customer Loyalty Is Our Future”
Cost of Poor Quality Elements
• Rework/Repair
• Scrap
• Warranty
Copyright Motorola Inc. “Quality Is Our Job, Customer Satisfaction Is Our Duty, Customer Loyalty Is Our Future”
The Cost of Poor Quality
16
14
12
Percent of Sales
10
0
1986 1987 1988 1989 1990 1991 1992 1993 1994 1995 1996 1997
Copyright Motorola Inc. “Quality Is Our Job, Customer Satisfaction Is Our Duty, Customer Loyalty Is Our Future”
Companies Adopting the 6 Culture
• General Electric
• Eastman Kodak
• Allied Signal
• Texas Instruments
• Citibank
• Sony
• ABB
• plus 30 others who have licensed 6 training
Copyright Motorola Inc. “Quality Is Our Job, Customer Satisfaction Is Our Duty, Customer Loyalty Is Our Future”
The Future
Copyright Motorola Inc. “Quality Is Our Job, Customer Satisfaction Is Our Duty, Customer Loyalty Is Our Future”
Six Sigma Renewal
• Six Sigma the Improvement Process
• 5-Nines Reliability
Copyright Motorola Inc. “Quality Is Our Job, Customer Satisfaction Is Our Duty, Customer Loyalty Is Our Future”
Hierarchy Of Customer Satisfaction
Gain
Customer
Offensive
Loyalty Trust
Strategy
N
IO
Innovation &
S
Implementation
VI Anticipate
Customer Needs
Exceed
Customer Expectations
N
Meet
O
Commitments
S
Copyright Motorola Inc. “Quality Is Our Job, Customer Satisfaction Is Our Duty, Customer Loyalty Is Our Future”
Top Box Products and Service
Noncompetitive
Zone
High Telephone Company
• Regulated monopoly or few Totally
substitutes
• Dominant brand equity
Satisfied
• High cost of switching
Loyalty
• Powerful Loyalty program
• Proprietary technology
ACCES
Highly Competitive
Zone
Satisfied • Commoditization or
low differentiation
• Consumer
indifference
• Many substitutes
Low AECS
• Low cost of switching
Completely Completely
Dissatisfied Satisfaction Satisfied
Copyright Motorola Inc. “Quality Is Our Job, Customer Satisfaction Is Our Duty, Customer Loyalty Is Our Future”
The Customer Speaks
Customer Satisfaction Customer Loyalty
79.0%
80%
100 74.0% 75.9%
90 70%
80 60%
Percent Satisfied
70 55
60 38 60
50%
40%
50
40 30%
0 0%
Would Continue to Use Would Recommend Willingness to
1995 1996 1997 Motorola in the Future Motorola to Colleagues Repurchase Products
in the Future
% Satisfied % Top Box Definitely Would Might Definitely Would Not
Copyright Motorola Inc. “Quality Is Our Job, Customer Satisfaction Is Our Duty, Customer Loyalty Is Our Future”
LESSONS
LEARNED
Copyright Motorola Inc. “Quality Is Our Job, Customer Satisfaction Is Our Duty, Customer Loyalty Is Our Future”
Benchmarking Tells Us
There are no secrets to quality.
There are no “Silver Bullets” or short cuts to
good quality.
Quality doesn’t take time, it saves time.
It is not only free, it pays dividends.
Average company spends close to 25% of its
revenue on waste -- non-value added.
Quality process applies to the administrative
side of business as well.
Service companies are not different from
manufacturing.
Copyright Motorola Inc. “Quality Is Our Job, Customer Satisfaction Is Our Duty, Customer Loyalty Is Our Future”
A Quality Plan’s Key Requirements
A methodology
A metric
Measure a complete
product/service
Accountability
(Application -- The Customer View)
Copyright Motorola Inc. “Quality Is Our Job, Customer Satisfaction Is Our Duty, Customer Loyalty Is Our Future”
Other Lessons Learned
Copyright Motorola Inc. “Quality Is Our Job, Customer Satisfaction Is Our Duty, Customer Loyalty Is Our Future”
Quality
is not an Assignable Task
it must be Rooted and Institutionalized
Within every Step of the
“Business Process”
IT IS EVERYONE'S RESPONSIBILITY
Copyright Motorola Inc. “Quality Is Our Job, Customer Satisfaction Is Our Duty, Customer Loyalty Is Our Future”
Questions ?
Copyright Motorola Inc. “Quality Is Our Job, Customer Satisfaction Is Our Duty, Customer Loyalty Is Our Future”