Page 148 - Design for Six Sigma for Service (Six SIGMA Operational Methods)

Quality Function Deployment 123

Step 1: Determine Customer Attributes (Whats)
First, a lot of customer demands were collected by customer surveys and
interviews. The “raw” customer demands are in the customers’ own words.
In a brainstorming session, this raw customer information was translated
into a set of better-defined customer attributes. The following procedures
were used in this translation process:
• Vague comments were changed into precise expressions.
• Comments expressed in negative conditions were changed into positive
comments.
• Comments were grouped into subcategories, and similar subcategories
were combined.
• Customer attributes were fitted into tree diagrams.
Figure 6.10 illustrates a partial tree diagram that organizes the customer
attributes in this case.

Customer
satisfaction
Pleasantness Fast

Service Goods Information

Special-event Location, facility Available Clean Publisher Market
Convenience
information Can get available book quickly Offer rapid special-order service Free delivery Fast delivery Heat and air conditioning atmosphere Has collections of books and stories Has books not available in other stores inventory Has the books customers want All books are displ

Clean books
Has best sellers
Search for books
Information board
Reference corner
Has related books
Bright store interior
Outside sign, show window
Has escalator and bathroom

Has lobby for reading, resting, and coffee shop
Figure 6.10 Customer Attributes in the Yaesu Book Center