Achieving Customer Experience Excellence through a Quality Management System

Ulka Ranadive, Luis Morales, Alka Jarvis

Description

For the past decade, process validation issues ranked within the top six of Food and Drug Administration (FDA) form 483 observation findings issued each year. This poses a substantial problem for the medical device industry and is the reason why the authors wanted to write this book. The authors will share their collective knowledge: to help organizations improve patient safety and increase profitability while maintaining a state of compliance with regulations and standards.
This book was written to assist quality technicians, engineers, managers, and others that need to plan, conduct, and monitor validation activities. To that end, the intent of this book is to provide the quality professional working in virtually any industry a quick, convenient, and comprehensive guide to properly conducting process validations that meet regulatory and certification requirements. It provides an introduction and background to the requirements necessary to perform process validations that will comply with regulatory and certification body requirements.

Sujets

• Business
• Qualité, hygiène, sécurité, environnement
• Vente
• Customer Relations
• Marketing et communication
• management
• Economics
• VOC
• QMS
• CX
• Gestion des ventes

Informations

• Publié par: ASQ Quality Press
• Date de parution: 04 juillet 2016
• Nombre de lectures: 0
• EAN13: 9781953079671
• Langue: English
• Poids de l'ouvrage: 5 Mo

Extrait

Achieving Customer Experience Excellence through a Quality Management System

Also available from ASQ Quality Press:

Complex Service Delivery Processes, Third Edition: Strategy to Operations Jean Harvey

Continuous Permanent Improvement Arun Hariharan

Making Change in Complex Organizations George K. Strodtbeck III

Practical Design of Experiments (DOE): A Guide for Optimizing Designs and Processes Mark Allen Durivage

The Probability Handbook Mary McShane-Vaughn

The Quality Toolbox, Second Edition Nancy R. Tague

Root Cause Analysis: Simpliîed Tools and Techniques, Second Edition Bjørn Andersen and Tom Fagerhaug

The Certiîed Six Sigma Green Belt Handbook, Second Edition Roderick A. Munro, Govindarajan Ramu, and Daniel J. Zrymiak

The Certiîed Manager of Quality/Organizational Excellence Handbook, Fourth Edition Russell T. Westcott, editor

The Certiîed Six Sigma Black Belt Handbook, Second Edition T.M. Kubiak and Donald W. Benbow

The ASQ Auditing Handbook, Fourth Edition J.P. Russell, editor

The ASQ Quality Improvement Pocket Guide: Basic History, Concepts, Tools, and Relationships Grace L. Duy, editor

To request a complimentary catalog of ASQ Quality Press publications, call 800-248-1946, or visit our Web site at http://www.asq.org/quality-press.

Achieving Customer Experience Excellence through a Quality Management System

Alka Jarvis, Luis Morales, Ulka Ranadive

ASQ Quality Press Milwaukee, Wisconsin

American Society for Quality, Quality Press, Milwaukee, WI 53203 © 2016 by ASQ All rights reserved. Published 2016. Printed in the United States of America.

22 21 20 19 18 17 16 5 4 3 2 1

Names: Jarvis, Alka, author. Title: Achieving customer experience excellence through a quality management  system / Alka Jarvis, Luis Morales, Ulka Ranadive. Description: Milwaukee : ASQ Quality Press, 2016. | Includes bibliographical  references and index. Identiîers: LCCN 2016020334 | ISBN 9780873899352 (alk. paper) Subjects: LCSH: Customer services--Quality control. | Industrial management.  | Quality control. Classiîcation: LCC HF5415.5 .J37 2016 | DDC 658.4/013011--dc23 LC record available at https://lccn.loc.gov/2016020334

No part of this book may be reproduced in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher.

Publisher: Seiche Sanders Acquisitions Editor: Matt T. Meinholz Managing Editor: Paul Daniel O’Mara Production Administrator: Randall Benson

ASQ Mission: The American Society for Quality advances individual, organizational, and community excellence worldwide through learning, quality improvement, and knowledge exchange.

Attention Bookstores, Wholesalers, Schools, and Corporations: ASQ Quality Press books, video, audio, and software are available at quantity discounts with bulk purchases for business, educational, or instructional use. For information, please contact ASQ Quality Press at 800-248-1946, or write to ASQ Quality Press, P.O. Box 3005, Milwaukee, WI 53201-3005.

To place orders or to request ASQ membership information, call 800-248-1946. Visit our Web site at www.asq.org/quality-press.

Printed on acid-free paper

Contents

List of Figures . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Acknowledgement . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Chapter 1: Customer Experience . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .  1.1 Background  1.2 What is Customer Experience (CX)?  1.2.1 Common CX Misinterpretations. . . . . . . . . . . . . . . . . . . .  1.2.2 Deînition of CX. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .  1.2.3 Types of CX. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .  1.2.4 Common CX Terminologies. . . . . . . . . . . . . . . . . . . . . . . .  1.3 Importance of CX  1.3.1 Eects of Globalization on Organizations. . . . . . . . . . . . .  1.3.2 Impact of Digitalization on Customers. . . . . . . . . . . . . . .  1.3.3 CX Business Impact. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .  1.3.3.1 Stock Market Performance . . . . . . . . . . . . . . . . . . .  1.3.3.2 Customer Loyalty. . . . . . . . . . . . . . . . . . . . . . . . . . .  1.3.3.3 Competitive Advantage. . . . . . . . . . . . . . . . . . . . . .  1.3.3.4 Brand Equity . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .  1.3.3.5 Operating Costs. . . . . . . . . . . . . . . . . . . . . . . . . . . .  1.3.3.6 Reputational Risk . . . . . . . . . . . . . . . . . . . . . . . . . . .  1.3 CX Ecosystem  1.4 Be the “Best inAnyClass”

Chapter 2: Customer Experience (CX) Lifecycle . . . . . . . . . . . . . . . . . . .  2.1 Deînition  2.2 Customer Experience (CX) Lifecycle  2.2.1 Need/Want . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .  2.2.2 Solution Exploration . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .  2.2.2.1 B2B Vs B2C Decision-Making Process. . . . . . . . . .  2.2.2.2 Emotion . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .  2.2.2.3 Decision-Simplicity. . . . . . . . . . . . . . . . . . . . . . . . . .  2.2.2.4 Customer Service. . . . . . . . . . . . . . . . . . . . . . . . . . .

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1 1 2 3 5 6 7 8 8 9 10 11 11 14 15 18 19 21 22

29 29 30 31 33 33 34 35 35

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2.2.3 Solution Evaluation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2.2.4 Purchase Experience. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2.2.4.1 Negotiation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2.2.4.2 Quoting, Contract Processing, and Ordering. . . . . 2.2.4.3 Billing. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2.2.5 Provisioning Experience . . . . . . . . . . . . . . . . . . . . . . . . . . . 2.2.5.1 Delivery . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2.2.5.2 Installation. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2.2.5.3 Documentation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2.2.6 Use Experience . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2.2.6.1 Utility. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2.2.6.2 Usability . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2.2.6.3 Reliability . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2.2.6.4 Customer Training. . . . . . . . . . . . . . . . . . . . . . . . . . 2.2.7 Maintenance Experience . . . . . . . . . . . . . . . . . . . . . . . . . . . 2.2.7.1 Types of Maintenance. . . . . . . . . . . . . . . . . . . . . . . . 2.2.7.2 Support Scenarios . . . . . . . . . . . . . . . . . . . . . . . . . . . 2.2.8 Renew Experience. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2.3 Beneîts of CX Lifecycle

Chapter 3: Quality Management System. . . . . . . . . . . . . . . . . . . . . . . . . .  3.1 Importance of QMS and Related Industry Standards  3.2 Business Necessity  3.3 International Standards Organization  3.3.1 Selection of Experts. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .  3.4 Quality Management Principles  3.4.1 QMP 1: Customer Focus. . . . . . . . . . . . . . . . . . . . . . . . . . .  3.4.2 QMP 2: Leadership . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .  3.4.3 QMP 3: Engagement of People . . . . . . . . . . . . . . . . . . . . . .  3.4.4 QMP 4: Process Approach . . . . . . . . . . . . . . . . . . . . . . . . . .  3.4.5 QMP 5: Improvement. . . . . . . . . . . . . . . . . . . . . . . . . . . . . .  3.4.6 QMP 6: Evidence-Based decision making . . . . . . . . . . . . .  3.4.7 QMP 7: Relationship Management . . . . . . . . . . . . . . . . . .  3.5 Overview of QMS Standards  3.5.1 ISO 9000 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .  3.5.2 ISO 9001 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .  3.5.3 ISO 9004 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .  3.6 Management Systems  3.6.1 Environment System . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .  3.6.2 Quality Management System . . . . . . . . . . . . . . . . . . . . . . .  3.6.3 Knowledge Management System. . . . . . . . . . . . . . . . . . . .  3.6.4 Human Resource Management . . . . . . . . . . . . . . . . . . . . .  3.6.5 Document Management System . . . . . . . . . . . . . . . . . . . .  3.7 Integration of Management Systems Standards and QMS  3.8 Related Industry Standards

37 39 39 39 39 40 41 41 43 43 44 44 45 47 47 47 48 51 52

57 57 58 59 60 62 62 63 64 64 65 66 66 67 67 68 70 72 73 74 75 76 77 79 80

Chapter 4: QMS and CX Interlock . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .  4.1 Purpose of Intersection  4.2 Damage from Silo Mentality  4.3 Breaking the Silo Barrier  4.4 The Interconnections  4.5 Quality and CX  4.6 The Strategy to Use ISO 9001QMS in Addressing CX  4.6.1 Need/Want . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .  4.6.2 Solution Exploration/Evaluation . . . . . . . . . . . . . . . . . . . .  4.6.3 Purchase Experience. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .  4.6.4 Provisioning Experience . . . . . . . . . . . . . . . . . . . . . . . . . . .  4.6.5 Use Experience & Maintenance Experience . . . . . . . . . . .  4.6.6 Renew Experience. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .  4.7 ISO 9001:2015 High-Level Summary of Requirements  4.7.1 Clause 4.0 Context of the Organization. . . . . . . . . . . . . . .  4.7.2 Clause 5.0 Leadership. . . . . . . . . . . . . . . . . . . . . . . . . . . . .  4.7.3 Clause 6.0 Planning. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .  4.7.4 Clause 7.0 Support. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .  4.7.5 Clause 8.0 Planning. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .  4.7.6 Clause 9.0 Performance Evaluation. . . . . . . . . . . . . . . . . .  4.7.7 Clause 10.0 Improvement. . . . . . . . . . . . . . . . . . . . . . . . . .

Chapter 5: Optimization of CX . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .  5.1 Cross Functional Barriers  5.1.1 Customer Experience Priority. . . . . . . . . . . . . . . . . . . . . . .  5.1.2 Intended Outcome . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .  5.1.3 Strategy. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .  5.1.4 Execution Plan. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .  5.1.5 Cross Functional Team. . . . . . . . . . . . . . . . . . . . . . . . . . . . .  5.1.6 Feedback Loop . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .  5.1.6.1 Satisfaction Survey . . . . . . . . . . . . . . . . . . . . . . . . . .  5.1.6.2 Live Interviews . . . . . . . . . . . . . . . . . . . . . . . . . . . . .  5.1.6.3 Focus Groups . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .  5.1.6.4 Customer Support Cases. . . . . . . . . . . . . . . . . . . . .  5.1.6.5 Customer-Facing Employees. . . . . . . . . . . . . . . . . .  5.1.7 Future Trends. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .  5.1.8 CX Key Performance Indicators. . . . . . . . . . . . . . . . . . . . .  5.1.8.1 Main CX Metrics. . . . . . . . . . . . . . . . . . . . . . . . . . . .  5.2 Operating CX Main Elements  5.2.1 Innovation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .  5.2.2 Role of Leaders . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .  5.2.3 Support . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .  5.2.4. Customer knowledge. . . . . . . . . . . . . . . . . . . . . . . . . . . . . .  5.2.5 Knowledge Management. . . . . . . . . . . . . . . . . . . . . . . . . . .  5.2.6 Change Management. . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

83 83 85 85 86 88 90 91 92 94 96 98 100 102 102 102 102 103 103 104 104

105 105 106 106 106 107 107 108 108 108 108 108 109 109 110 111 113 114 116 116 116 117 118

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5.2.6.1 Change Management Discipline. . . . . . . . . . . . . . . 5.2.6.2 Implementing Change Management. . . . . . . . . . . 5.2.6.3 Change Management Resistance. . . . . . . . . . . . . . . 5.2.6.4 Change Management in  Operational Environment . . . . . . . . . . . . . . . . . . . . 5.2.7 People Empowerment . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5.2.8 Risks . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5.2.8.1 Implementing Risk Management . . . . . . . . . . . . . . 5.2.8.2 Risk Assessment . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5.2.8.3 Risk Mitigation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5.2.8.4 Risk Management in an  Operational Environment . . . . . . . . . . . . . . . . . . . . 5.2.8.5 Root Cause Analysis. . . . . . . . . . . . . . . . . . . . . . . . 5.3 Maintaining CX Sustainability

Chapter 6: Transformation of Your Existing QMS into CX Centric Model . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .  6.1 Establishment of a Governing Body  6.1.1 Case Study: Governance in Action. . . . . . . . . . . . . . . . . . .  6.1.2 Beneîts. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .  6.1.3 Frameworks . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .  6.1.4 Incident Management . . . . . . . . . . . . . . . . . . . . . . . . . . . . .  6.1.5 Conîguration Management. . . . . . . . . . . . . . . . . . . . . . . .  6.2 Areas of Focus  6.3 Formation of Cross-Functional Teams  6.3.1 Gap Analysis of Focus Areas. . . . . . . . . . . . . . . . . . . . . . . .  6.4 Bridging the Gaps into Existing QMS  6.4.1 Process Discipline . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .  6.4.2 Training . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .  6.4.3 Tools . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .  6.4.4 Communications. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .  6.5 On-Going Trend Monitoring  6.6 Improving Customer Experience through Intentional Design

Appendix: Case Studies of Intentional Design. . . . . . . . . . . . . . . . . . . . . . . . .  – Case #1 How to Meet or Exceed Customer Experience for International Customers  – Case #2: How to Meet or Exceed Customer Expectations for Hardware Reliability

Index. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

118 120 121

122 123 124 124 125 126

127 127 128

131 131 132 132 133 133 134 134 135 136 137 137 138 140 142 142 143

145

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148

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Figure 1.1

Figure 1.2

Figure 1.3 Table 1.1 Figure 1.4 Figure 1.5

Figure 2.1 Figure 2.2 Figure 2.3 Table 2.1

Figure 3.1

Table 3.1

Figure 3.2 Table 3.2

Figure 4.1 Figure 4.2 Figure 4.3 Table 4.1 Table 4.2

Table 4.3

Table 4.4

Table 4.5

Table 4.6

List of Figures and Tables

Customerexperience(CX)andbrand experience (BX) inter-dependency. . . . . . . . . . . . . . . . . . . . . . . . CommonCXtaxonomies (touchpoint, journey, lifecycle phases). . . . . . . . . . . . . . . . . . . . Proîtable growth. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Customer experience (CX) business impact. . . . . . . . . . . . . . . . Customer experience (CX) drives customer loyalty. . . . . . . . . Traditional marketing funnel . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Customer experience (CX) lifecycle. . . . . . . . . . . . . . . . . . . . . . . Provisioning lifecycle customer experiences . . . . . . . . . . . . . . . Use experience CX attributes. . . . . . . . . . . . . . . . . . . . . . . . . . . . Solution maintenance scenarios. . . . . . . . . . . . . . . . . . . . . . . . . .

TherelationshipsbetweenISO,ANSI,ASQ and the TAG176 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Relationshipbetweeneectivenumberof audit days and personnel . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . The consistent pair . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Common industry standards. . . . . . . . . . . . . . . . . . . . . . . . . . . .

Mutual quality goal and essentials . . . . . . . . . . . . . . . . . . . . . . . Ecosystem of quality with seven components . . . . . . . . . . . . . . The customer experience lifecycle . . . . . . . . . . . . . . . . . . . . . . . . Need/Want clauses, sub-clauses, and interrelationships . . . . Solutionexploration/evaluationclauses,sub-clauses, and interrelationships . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Purchaseexperienceclauses,sub-clauses, and interrelationships . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Provisioningexperienceclauses,sub-clauses, and interrelationships . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Useexperience&maintenanceexperienceclauses, sub-clauses, and interrelationships . . . . . . . . . . . . . . . . . . . . . . . Renewexperienceclauses,sub-clauses, and interrelationships . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

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7 8 11 13 17

30 40 44 50

6

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69 71 80

87 88 90 91

9

9

9

2

4

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8

100