Curmudgeon School
Welcome students to the new session of Curmudgeon School! I am delighted you could join me for today’s lesson. Today we are going to have a pop quiz. I know, you all hate quizzes, but my job as professor of Curmudgeonliness is to ensure that you all have the knowledge you need to succeed.
I am going to present 10 scenarios and I want you to tell me if they were “quality” experiences. The answers are at the end. Base your answers on Philip Crosby’s definition of quality: “conformance to requirements.” Remember, the provider of the product or service needs to deliver it in a manner that meets the requirements of its customers.
Problems
1. I buy my son a $1 water gun at Target. He plays with it for two hours and the trigger breaks. It no longer squirts water but he continues to play with it.
2. I buy a $45,000 SUV. Within 12 months, the power seat needs to be repaired, the power mirrors needs to be replaced and it averages 11 miles per gallon, which is much lower than the dealer told me it would get.
3. I buy a $20,000 Toyota Camry. After signing all the paperwork I notice that there is a small scratch on the hood of my new car. The dealer promises to make it as good as new. In fact, the dealer does repair the scratch and I can’t tell that it was ever there.
4. I purchase a round trip airline ticket from San Francisco to New York for $198. I am in a middle seat both ways. No food was served. The airline lost my luggage on the way to New York. The luggage was delivered to my hotel in New York the morning after I arrived.
5. I check into a four star hotel in New York. My $279 a night room is on the 27th floor. I have to wait between five to 10 minutes for the elevators each time I want to go up or down.
6. I check into a Motel 6. My room costs $49. There is no elevator, and I have to carry my luggage to the second story room. The room is clean but very spartan.
7. I go through the drive thru at McDonald’s at noon and order an Asian Salad with grilled chicken. I am told that I have to go park and wait 10 minutes while my chicken is cooked. The salad is delicious.
8. I buy a new computer from a warehouse club retailer. The computer is plagued with problems and I eventually return it after eight months for a full refund.
9. I have 3,000 books printed. The printer promises me they will be delivered within four weeks. They arrive after only three weeks. However, the books are missing 16 pages. The printer reprints and reships the books to me at no additional cost. I receive them five weeks after I originally ordered the books.
10. I read a very engaging article in a magazine. I notice that there are two misspelled words and that the table of contents points me to the wrong page for another article I wish to read.
Answers
1. No. And don’t give me that “What do you expect for $1?” nonsense. If you can’t make a toy that will last for $1, then don’t sell it for $1.
2. No. I expect everything to work right, and I expect to be told the truth. The fuel economy didn’t come close to what I was promised.
3. No. A new car should be blemish-free. If I had wanted a scratched car, I would have bought a used one. Although the dealer did make it right, they should have made it right before I purchased the car.
4. No, even though the price was great. The seat was lousy and the lack of food was annoying but those issues didn’t affect the quality of the product. I know that airlines only have so many aisle and window seats available, so there is a chance I will get a middle seat. Also, anyone who has traveled recently knows that airlines don’t feed you anymore. The issue was the lost luggage. I expect the airline to get my bag to my destination the same time it gets me there.
5. No. The hotel should be designed so that I don’t have to wait an eternity for an elevator.
6. Yes. I know what I am getting with Motel 6. I don’t expect a fancy room or elevator service.
7. No. The whole point of a drive thru is for speedy service. Although the salad was delicious, a 10-minute wait for an item in the drive thru is ridiculous.
8. No (and yes). Clearly, there was a problem with the computer and so I didn’t have a quality experience with it. However, I did have a quality experience with the store. It accepted the computer back and gave me a full refund eight months after I purchased it. That exceeded my expectations.
9. No. Although I really appreciate the printer for correcting the error in such a timely manner, it should have printed the books correctly the first time.
10. No. It is the responsibility of the magazine’s editors to make sure that the articles are error-free.
Class dismissed.
18 Comments:
I think your ten examples point out the issues that most people don't establish expectations (e.g. set specifications and acceptance criteria)and will often "settle" for what they get. Unfortunately this is the approach (paradigm) that has been used all too often in the pharma industry and one that the regulators seem to be trying to change.
I think you're being overly harsh on scenario #1. If a toy continues to entertain your child (even after it's "broken"), you received MORE than you're money's worth, in my opinion. Apparently, it still conformed to HIS requirements for being a good toy.
#3 (SMALL scratch on new car): "A new car should be blemish-free."
OK, I agree that would be nice. However, aside from these kind of (literally) 'superficial' defects, I would appreciate even more if the manufacturer made sure the airbag would deploy correctly (2007 Camry recall), made sure the power steering hose wouldn't rupture under reasonably-forseeable use (2006 Escalade recall), made sure that the transmissions work correctly (2006 Jeep Wrangler recall), etc. If I were you, I guess I would have to hold out for the vehicle which will someday earn that ZERO PP100 score.
Besides, you say that the dealer repaired the blemish perfectly, as soon as it brought to his attention. You still hold it against him, yet your expectations were EXCEEDED when you finally got a refund 8 months later on a computer that was "plagued with problems"? What kind of logic is that?
Scott,
I did a little fisking of your list; you don't have trackbacks enabled so you can see my comments here.
Problem: A subscriber uses a magazine's web site contact us link to ask about their subscription. One issue wasn't received, and she'd like to get the issue. Also, the subscription is about to expire and she'd like to renew. The form is used in mid-June. As of mid-July no response has been received. Is this a "quality" experience?
I must agree with Jim Wynne and Randy that, based on your use of Crosby's definition of quality, without the stated up front requirements, there's really nothing to judge but ad hoc, individual preferences.
Now, from the "customner is always right" perspective of quality, that's fair, but I believe Crosby's definition was developed to avoid such ad hoc situations.
Oh, and while the "short course" version of what Crosby said is "conformance to requirements," in the same chapter of Quality Without Tears, he also says, "We agreed on the requirements." This very much suggets to me that, as I have heard others alter Crosby's three word definition, the meaning was "conformance to stated requirments," not 'whatever the person making the judgement about quality comes up with after the fact.'
In every example you offer, a customer would likely have no say in determining the actual requirements. So it seems we are evaluating the market savvy of the suppliers of the product or service in trying to determine what the "average" customer would accept rather than any specific requirements.
The position being taken by your answers is from the lowest tier of Kano's model, i.e., Expected Requirements, or what I call in my classes, the "wheels on the car" position.
That is, if you went to buy a car and after signing the papers, they rolled one out for you on a flat bed without weheels, you'd think they were nuts because "everybody knows a car comes with wheels."
But I am not sure if "everyone" would "know" the expectations your answers state. Indeed, from reading the people who have posted already on this, it appears most do not have a unanimous agreement with your "requirements."
(I, personally, would agree with some of your conclusions and not others. But, again, I'm not sure what that actually has to do with the Crosby concept of requirements and conformance.)
Question # 5 - I, too, have been to the Marriott Marquis on Times Square in New York as was equally as frustrated about the long wait on elevators.
I didn't read everyone else's comments, so mine may have already been voiced:
#1 - $1 toys are meant to be disposable. The end user (children) typically use suc toys for a short time and then lose interest. And the "downgraded" product still satisfies the end user. So this is a quality experience to the end user.
#3 - The scratch shouldn't be there, but at the time of sale it is common to review and "fix up" for the customer. "Dealer Preparation" is where the car is cleaned, polished, etc. at closing. It is commonly expected that that might include replacing wiper that have dried & cracked while stitting on the lot or repairing a scratch or two. Still within conformance to expectations in my mind.
#5 - Some hotels have been around a long time. The older "character hotels" may have legacy features to maintain the atmosphere. Conformance to expectations may include a slow elevator or even a manually operated one! Along with that slow elevator should be a waiting parlor with mirrors, sofas, chairs, & periodicals. Many modern hotels with zippy elevators aplenty still have the waiting parlor, but no one ever uses them because the elevators are too fast!
10. Whose requirement is that? Not mine. Do you really find the value of the magazine depreciated by a misspelled word?
5. Again, your requirement is misplaced. Chill out and wait for the elevator. If you are in a hurry, stay at a business hotel, not the four star.
1. The kid is happy. the toy meets all his requirements. You bought a toy to make your kid happy. What is your problem? I bet you told the kid not to play with the toy any more because it's broken.
2. Every new car has 4 to 6 "minor defects". You missed some.
It's interesting that one of the posters knew that the hotel I was referring to was the Marriott Marquis in Times Square. Apparently, the elevator problem speaks for itself!
This is my first experience with the Curmudgeon and it was a good one. I have been a Quality Manager for 30 years and I stumbled a bit on some of these scenarios. So the quiz was useful and brought me back to some basic facts. Namely the customer needs to be satisfied regardless of the specs and a manufacturer may not know what those expectations are unless they ask. Thanks, I enjoyed the Quiz.
Most of your comments, I agree with, but...
1. You are paying for your son to be entertained, not you. If it didn't meet his requirements, why is he still playing with it?
2. Agreed.
3. Seems to be contradictory with your partial "yes" in 8. In both experiences, you got either what you agreed to pay for (3) or your money back (8).
4. Is an aisle or window seat a "requirement"? So who sits in the middle seats? The accomodations are acceptable (you chose to fly coach on a plane that you could have known the seating configuration, and prior to purchase should have known that the meal was not provided, so by buying the ticket, you had agreed that this flight met your requirements), but the loss of luggage is not acceptable.
5. Agreed.
6. Agreed.
7. Agreed. 10 minutes is longer than anyone's reasonable expectation at a McDonalds.
8. Agree with the No. I'm sure that the computer plagued with problems caused much more frustration than the small scratch on the car, so I am not sure why this one gets a partial "yes".
9. Agreed. If they had fixed the problem within the 4 weeks, then I would accept that.
10. Agreed. (No.) The misspellings don't bother me, but the table of contents error is unacceptable.
Scott, Speaking about typos, you missed an "a" in the quiz. Erik
Answers
1. No. And don’t give me that “What do you expect for $1?” nonsense. If you can’t make toy that will last for $1, then don’t sell it for $1.
Ah, sharp eyes. Thanks!
I think you missed a key point with this blog--quality is in the eye of the beholder or customer. To some, if it is cheap they are happy--to some, lowest price IS quality--a quality deal or experience no matter what else. To some, if it is fast, the rest does not matter, etc. Finally, some will never be happy and never find quality.........the author maybe?
A few misspelled words, should be edited out, but no big deal. A article on page 51 to be continued on 75, but you can't find it, the book flies. That means the magazine is history.
To those that agree "Quality defined as "conformance to requirements" is an excellent definition. However, how can we judge if you think these scenarios were “quality” experiences? You did not communicate your requirements. You left it for "us" to assume. " Would you be satified with e-coli in your burger or do you specifcly order it with out virus?
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