Page 121 - The Handbook for Quality Management a Complete Guide to Operational Excellence
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108 I n t e g r a t e d P l a n n i n g U n d e r s t a n d i n g C u s t o m e r E x p e c t a t i o n s a n d N e e d s 109
Satisfaction
Competitive
Exciting pressure
quality
Satisfaction
region Expected
quality
Quality
Dissatisfaction
region Basic
quality
Figure 6.1 Kano model showing relationship between customer satisfaction and
quality levels.
Customer Classifications
Customers can be classified in several ways to assist in categorizing their
needs. One distinction commonly made is between external and internal
customers. The primary determinant of which type of customer is being
discussed is whether the relationship involves the transfer of resources
across the organizational boundary.
• External customer. An external customer transaction is one that
involves the exchange of the organization’s product or service for
money or other valuable consideration that the organization does
not already possess. The transaction may result in transfer of
ownership of a resource, or in the granting of specific rights to use
a resource, as with a lease arrangement.
• Internal customer. In an internal customer-supplier transaction
ownership or right of use of the resource being exchanged does not
transfer outside of the organization as a result of the exchange.
However, control of a resource may be transferred between
individuals or groups within the organization. With internal customer
transactions there is no transfer of outside assets (e.g., cash) into the
organization from outside the organization.
• End user. An end user is the internal or external customer who
actually uses the product or service. Even though end users are the
focus of the design effort for the product or service, they nonetheless
may not have much consideration in the actual delivery of the
product or service.
• Transfer agents. A transfer agent acts as an intermediary between
the producer and the end user. Transfer agents include the purchase
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