Increase Your Market
Share By Making High Quality Product
In today's competitive environment quality of the product
plays major role in positioning your brand in the market. You can achieve zero
defect in producing the components of the product but your product develops
some kind of defects at the customer's end, then such achievement does not have
any meaning. Your product should be able to satisfy customer's needs for which he has invested his money, to perform the task
designated for the product.
If the product fails to perform customer's needs in the
existing site conditions or the type of work which it is supposed to perform
then either it was wrongly selected by the customer or no initial feasibility
study was carried out by your Sales Engineer. Here is an example:-
Customer purchased an Electric Hoist for his foundry. He just
specified the load carrying capacity of the hoist and height of lift. He
purchased the hoist from the local dealer who was only a trader and not a
qualified engineer. Dealer without ascertaining site conditions simply quoted
the standard hoist which is good enough for general workshops. Hoist was
procured and installed and put into operation by the customer. Within few days
of use it started giving problems such as brake coil burning, motor heating up,
wire rope wearing faster, rope guide getting damaged. Customer contacted the
manufacturer and lodged strong complaint.
Senior Quality Control Engineer was deputed to site. He observed
that it was wrong selection of product as hoist was not designed to work in
hostile conditions of foundry. For such conditions special model is suitable
which has higher duty, high insulation of the motor, sealed motor and panel
enclosure, steel core wire rope, heavy duty D.C brake. Such hoist is expensive
compared to standard hoist. To satisfy the customer, mfr. agreed to take back
the std. hoist and replace it with special hoist suitable for foundry duty.
This was the case of ignorance on part of dealer and
customer. It is very essential for mfr. to train the dealer's sales staff to
properly understand the suitability of the product and offer product which will
meet the site condions. Also customer should be educated about the technical
suitability of the product. Before submitting the offer questionnaire should
sent to customer so as to understand the various aspects of product
suitability. Only after the questionnaire is received duly filled up by the
customer, the offer should be submitted by the dealer.
Whenever complaint is received from the customers it should
be recorded in "Customer Complaint" form with all necessary details such as
S.No., Model, Date of Supply, nature of fault, any abnormal use by customer
etc. Every month the 'Customer Complaint Summary", listing all the complaints
should be registered. Also "Product wise Complaints" should be generated, from
this report "Component Wise Report" can also be generated. This report will
give us information about multiple failure of any components or sub assembly
which needs to be redesigned or looked into details for further investigation.
Quality Circle meeting should be held every month/quarterly
which is attended by Quality Controller, Design Engineer, Production Supdt.,
Marketing Manager. In these meetings customer complaints should be discussed in
details and necessary steps either to redesign the component or changing the
process or the vendor are taken. Objective should be to make the product
complaint free.
The hoist mfr. referred above had adopted above system in
order to minimize the customer's complaints and had established their product
as top quality product. Even though their product was highly priced but it
became the largest mfr. of the hoist in the country. They could achieve higher
growth and higher profitability thus became the leader in the field.
Increase Your Market Share by Making High Quality Product
Re: Increse Your Market Share by Making high Quality Product
