In my previous Knowledge Nuggets – Part 1-
I have covered Kano Principle.
Next step is CTQ Drill Down to identify the Project
Drill down exercise is to move from generic statement of a customer (Voice of Customer)to specific. It is to find out focused problem statement.
Following are the components in the CTQ Drill Down Exercise.
Voice of Customer – VOC
Statement as made by the customer. For example, ‘I consistently wait too long to speak to a representative’.
CTQ – Critical to Quality:
A feature / requirement which is critical / important to the customer.
Specific, Measurable and Actionable / controllable – for example, bank account opening process time in days.
Define what is an Unit?
Unit can be measurable, output from a process
Example: An invoice is a unit, a cheque is a unit, a cell phone is a unit, a car is a unit.
Defect?
A failure to meet the customer demand is a defect.
Doesn’t meet the functional requirements
For example,
· a car doesn’t start at the first crank
· Cheque, not signed by the authority or amount error when issued to the customer
Defect Opportunity: Number of ways the product or service can fail to meet the customer need.
Example – ‘I consistently wait too long to speak to a representative’.
· CTQ Name: Representative Responsiveness
· CTQ Measure: Time on hold (seconds)
· Defect: Calls with hold time equal and greater than 60 seconds
· Unit: Call
· Opportunity: 1 per call
Some more common examples for CTQ as below:
- For a car: Good acceleration, spacious, affordable, easy to steer etc.,
- For Tea: Temperature, Timeliness, Politeness of executive and taste etc.,
- For a call centre executive: Knowledge of the representative, time taken to resolve the compliant etc.,
Customer may say ” it is good” but it is your task to make it measurable requirements that can be tracked.
Drill Down Example as below:
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Process - A Perspective 