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Dronacharya Award Recipient Address, ISQ Annual Conference-2008, Gurgaon, India

Three Level Thinking of Quality and Integrated Quality Management Procedure

For Great Journey in QualityDecember 2, 2008

Dr. Noriaki KANOProfessor Emeritus, Tokyo University of Science

Honorary Chairperson, Asian Network for Quality (ANQ)

1Copyright, N.Kano, December, 2008

Credentials:- Professor Emeritus, Tokyo University of Science, - Doctor of Engineering (University of Tokyo),- Board Director, Komatsu Ltd., -Corporate Auditor, Sekisui Chemical Ltd.

Engagements:-Honorary Chairperson, Asian Network for Quality (ANQ), -Member, Deming Prize Committee,-Academician, International Academy for Quality (IAQ), -Fellow, American Society for Quality (ASQ),--Board Member, Japanese Union of Scientists and Engineers (JUSE) ,- Board Member, Agency for Overseas Technical Scholarship (AOTS), - Chair Professor, Honorary Doctor, Chungyuan Christian University (Taiwan) , - Advisory Professor, Tongji University( Shanghai, China) , -2000-2002 President, Japanese Society for Quality Control (JSQC)-2004-2007 Chairman, Deming Application Prize Committee

Publications:-Over 300 papers books including “Attractive Quality”(Kano Method / Kano Model)”, “Guide to TQM in Service Industries” (in English) and “Way to Breakthrough and Creation” (in Japanese).

Honors:-2006 E. L. Grant Medal by American Society for Quality (ASQ)- 2002 E. Jack Lancaster Medal by American Society for Quality (ASQ)-1997 Deming Prize for Individuals by Deming Prize Committee (JUSE) - 1997 Deming Lecturer by American Statistical Association (ASA) and many others.

Work Experiences:- Lecturer and Associate Professor, The University of Electro-Communications- Professor, Tokyo University of Sciences

Education:- Completed Undergraduate, Master and Doctoral Courses, Engineering School, The University of Tokyo

Profile of Dr. Noriaki KANO

(as of June, 2008) 2Copyright, N.Kano, December, 2008

The copyright of all this material “Three Level Thinking of Quality and

Integrated Quality Management ProcedureFor Great Journeys in Quality”

is reserved for: Noriaki KanoIn order to make a copy of any part of this material,

the written permission from Noriaki Kano

is needed.

December, 2008address: Kano Quality Research Office (KQRO)

Fax: +81 42 371 2800e-mail: [email protected]

Copyright Notice


Contents


1. Great Journey in Quality 2. Three Level Thinking of Quality 3. Integrated Procedure for Quality Management

3.1. Let’s Review What PDCA Cycle Means3.2. Three Categories of Quality Management3.3. Let’s Proliferate PDCA Cycle

by Category of Quality Management3.4. Proposal of Integrated Procedure for Quality Management

4. Conclusion

1. Great Journey in Quality


Where Is the Destination of this Journey?


Customer Satisfaction/Delight with Sustainability incl.

- Customer Safety/Health- Social Quality incl. Anti-Pollution- Environment incl. Anti-Earth-Warming- Efficiency incl. Energy Conservation- Compliances

What Can We Do with TQM?

Copyright, N.Kano, December, 2008 7

In manufacturing industries, when we break down the destination into a set of activities, we may face the problem

how to evaluate product quality. For this, let me discuss

Three Level Quality Thinking as a recognition theory.

Based on the recognition, we need to implement the activities focused by the above evaluation.

For this, let me propose Integrated Procedures for Quality Management.

2.Three Levels Thinking of Quality(TLTQ)


What Is Quality?Let’s Learn from Chinese Character!


Etymology of Chinese Characterexample: tree

A radical of Chinese Character comes from the picture of an object.

tree


Etymology of Chinese Character

forestwoodsCombination of elements makes new character.⇒ The same with European Languages.


: Axe, unit of weight: Two Axes balance

: Shell, money

What Is Quality?Let’s Learn from Chinese Characters!

+


“Quality”

means to balancewith something

What is Quality?


The First Level of Quality:Conformance to

customer’s basic requirements

Quality Control

Customer’sBasic

Requirementsincl.

Safety/Health, Environment


The Second Level of QualityCustomer satisfaction with

Customer’s expressed requirementsCS: customer satisfaction

Quality Management

Customer’s expressed

requirements


The Third Level of Quality:Customer delight with unexpected new

quality achieved by meetingcustomer’s latent requirements

Attractive Quality Creation

Customer’slatent

requirements

CD: customer delight

N. Kano(2003) "Quality Crisis That Japan Encounters With,“ Daiwa Review, No. 9, p.p. 2-1116Copyright, N.Kano, December, 2008

Attractive Quality Creation includes:Quality Control & Quality Management

Attractive Quality CreationCustomer Delight

Quality ManagementCustomer Satisfaction

Quality ControlConformance to

Basic Requirements


Three Levels of Such and Such


Incidentally,the above Three Level Thinking

Can Be Applied in Any Areas related with Satisfaction

Proposal for Rankingfor Customer Satisfaction Survey


Customer Delight

Customer Satisfaction

Neutral

Customer Dissatisfaction

Customer Rage

Customer Satisfaction

Neutral

Customer Dissatisfaction

In Addition to CSS, We Ｍay NeedSustainability Survey

by Public Professional Agencies


- Safety/Health- Social Quality incl. Anti-Pollution- Environment incl. Anti-Earth-Warming- Efficiency incl. Energy Conservation- Compliances


3. Integrated Procedure forQuality Management

(IPQM)


3.1. Let’s Review What PDCA Cycle Means.

PDCA Cycle

ACT

CHECK

PLAN

DO

CYCLE for Management23Copyright, N.Kano, December, 2008

ACT

CHECK

PLAN

DO

1a. Target Setting

2b. ImplementationDo your best!3a. Achieved Targets or not?

4a. Immediate Remedy

What Do You Mean by PDCA Cycle?

N. Kano(2005) "Causal Relationship Model and Comprehensive Procedure for Quality Management," 35th JSQC Annual Meeting Proceeding, pp.17-20, JSQC 24Copyright, N.Kano, December, 2008

Do you agree to the above?

ACT

CHECK

PLAN

DO

1a. Target Setting

2b. ImplementationDo your best!3a. Achieved Targets or not?



PDCA Cycle only for Result!

Insufficient Application of PDCA Cycle

ACT

CHECK

PLAN

DO2a. Process

Preparation incl. Education / Training

1b. Clarifying Process(SOP)

3b. Check the process along with the plan?

4b. Analyze the process to findthe root cause and take recurrence prevention

1a. Target Setting

2b. Implementation3a. Achieved Targets or not?


PDCA Cycle for both Process and Result


Appropriate Application of PDCA Cycle


3.2. Three Categories of Quality Management

Rice EatingBefore 1950: Wood Burning

In the Middle of 1950s: City GasAround the Middle of 1960s: Electric Rice Cooker

Example: Rice Cooking by Wood Burning:Quality Characteristic: Taste of Cooked Rice

Process variables (factors):Item, thickness, length, and dryness of wood,the strength of flame with its timing chart, etc.

What Is the Common Culture in Asia?


Model behind the Relation “y” and “x1,x2,…, xp,…”

Wood dryness flame temperatureRice Taste

y = f(x1,x2,x3,…,xp,xp+1,…)…

Select a finite number of variables which significantly influences a quality characteristic and standardize them

Framework(Paradigm,Mechanism)

Causal Relationship

ProcessStandardization

(PDCA Cycle)

y = f(A1,A2,A3,…,Ap,xp+1,…)Standardized variable Ai = ai ±Δi

Ex: FrameworkWood burning

Taste of cooked

rice

Side dishes

Rice bowlHow to dish up

Serving manner

Steaming

Heating timeFlame Strength

Heating /Steaming

Firewood

KindThickness

Dryness

Cooking stove

Chimney

Material

SizeAir intake

Rice pot

Rice pot

Rice washing

Soakingtime

Water-changing frequency

Water quantity

Rice

Growing area

New rice or.Old rice

Ricestrain

Time aftercooked

Ｌｉｄ


Three Categories of Quality Management

A. Maintaining the Current Framework

- Maintenance against outliers due to non-observance of SOP

- Problem Solving against chronic problems which happen although SOP is observed

B. Create/Change into New Framework

- Task Achieving for outstanding targets

Wood burning

City Gas, Electricity


Continual Improvement: Problem Solving and Task Achieving

Defective rate

Problem Solving（Incremental Improvement）

Task Achieving

（BreakthroughImprovement）

Maintenance



3.3. Let’s Proliferate PDCA Cycleby Category of Quality Management

Procedure for Maintenance-SDCA Cycle-


SDCA Cycle for MaintenanceFavorable CycleS⇒D⇒C⇒D⇒C⇒

S

DC

Check（C）

Standardize（Ｓ）

Do（D）

Cycle of Immediate Remedy

S⇒D⇒C⇒A1⇒D⇒C⇒A1⇒

S

DC

A1

Act（A）

Immediate Remedy（A1）

Recurrence Prevention

（A2）


Procedure for Problem Solving-PS QC Story-


Definition of

Problem Solving

What is Problem Solving?“the activities to fill the gap

between the current level and the intended target maintaining the framework of

the current system”


Problem Solving QC Story

Step 1. Set up the themeStep 2. Grasp the current status and focus the symptom to be solvedStep 3. List up all the possible factors for the symptom and then

analyze the symptom to find its causes IshikawaStep 4. Prepare the countermeasure to eliminate the causesStep 5. Implement the countermeasureStep 6. Confirm the effects of the countermeasureStep 7. Fix the effects by standardizing the processStep 8. Evaluate the problem solving activities and

clarify the lessons learned for future plan

Theme⇒Symptom⇒Factors⇒Causes⇒Countermeasures⇒Effects⇒Standards⇒Lessons Learned

y =f(A1,A2, A3,…,Ap,xp+1,…)


Current Framework

SDCA Cycle and QC Story

Standard

DoCheck

Act（S）

（Ｄ）（Ｃ）

（Ａ）

1) ThemeSelecting

4) Take Actions5) Effect Confirming

3) Analysis

6) Standardization

2) SymptomGrasping

Kano, N.”Reduction of Quality Troubles”, Quality Control, Vol.37, May Special Issue, p.p.511-513(1986)38Copyright, N.Kano, December, 2008

Procedure for Task Achieving-TA QC Story-


Definition of

Task Achieving

What is Task Achieving?“the activities to achieve the intended target

by establishing a new system or

by breaking through the framework of the current system”


Business Policy

Task１

Task 2

Task 3

Task 4

Task 5

Task 6

Method１-1

.

.

.

.

.

.

.

.

.

Scenario 1-1-1

Scenario1-1-2

Scenario1-1-3

Scenario1-5-1

Scenario6-3-1

Scenario6-3-4

Scenario1-5-5

.

.

.

.

.

.

.

.

.

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.

.

.

.

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Illustration of Task Achieving QC Story

Method１-5

Method１-2

Method 5-1

Method 6-1

Method 6-341Copyright, N.Kano, December, 2008

Business Policy

Task１

Task 2

Task 3

Task 4

Task 5

Task 6

Method１-1

.

.

.

.

.

.

.

.

.

Scenario 1-1-1

Scenario1-1-2

Scenario1-1-3

Scenario1-5-1

Scenario6-3-1

Scenario6-3-4

Scenario1-5-5

.

.

.

.

.

.

.

.

.

.

.

.

.

.

.

Illustration of Task Achieving QC Story

Method１-5

Method１-2

Method 5-1

Method 6-1

Method 6-3

Eliminate “Love at First Sight Emotion”!


y = f(x1,x2,…,xp,…)

y = h(w1,w2,…,wr,…)

y = g(v1,v2,…,vq,…)

Wood Burning

City Gas

Electric

Step 1 Understanding the policies of the seniorsUnderstanding the vision, objectives and policies of the seniors.

Step ２ Set up the taskStep ３ Develop the methods to perform the task

List up all the possible alternatives and evaluate them to focus one alternative.

Step ４ Explore a successful scenario

Task Achieving QC Story

Step ５ Implement the scenarioStep ６ Confirm the effectsStep ７ Transfer to the daily operationStep ８ Future plan 43Copyright, N.Kano, December, 2008

Y = h(W1,W2,W3,…,Wp,wp+1…)Current Framework

Y = f(A1,A2,…,Ap,xp+1,…)

Task for Y⇒New Framework(Method)⇒New Scenario(Standards)⇒Scenario Implementation⇒Effects⇒Daily Operation⇒Future Plan

Task Achieving QC Story and PDCA Cycle

DC

A P

1) Policy Understanding

2)Task Setting UP

4)Successful Scenario

Exploring

5) Scenario Implementing

3) Develop the methodsto perform the task

6) Effect Confirming

8) Future Plan

7) Daily Operation Transferring



Two Activities Necessary for Task Achieving

Task Realizing Activity(how)What methods to realize a given task

Risk Avoiding Activity for Sustainability - Find and predict probable risks(What）- Develop the measures to avoid the risks(How)

3.4. Proposal of Integrated Procedure for

Quality Management


4) Counter-measure

ＳＤＣ

Ａ1) Theme

5) Effect

3) Analysis

6)Standard-ization

2) Current Status

PＤＣ

Ａ

1) Policy2)Task

4)Scenario5)Implementation6) Effects

8) Future Plan

7) Daily Operation

SＤＣ

Ａ

3) Methods

Task Achieving QC Story

(PDCA Cycle)

ＳＤＣＡCycle

ProblemSolving

QC Story

Integrated Procedure for Quality Management


4. Conclusion


Roadmap for Great Journey in Quality?


This will be a very complicated roadmap, but let me discuss its skeleton as follows:1. Set Up the Destination of the Journey2. Break down the Destination into a Set of Activities3. Evaluate the quality of a product related to each of the

Activities to identify the Quality Level of TLTQ to be focused

4. Identify with which category of IPQM should be startedbased on TLTQ and promote the activity along with the procedure recommended by IPQM.

5. Time to time, synthesize the effects of the activities andcheck the progress of the Journey.

6. Go to the next category of IPQMContinue Endless Journey

Thank you!Arigato-Ohkini-XieXie-Dosha-Kamshahamnida -

Bayarlalaa-MahaloNui-Gamsahamnida-Terimakasih-Salamat -CamOn -ArKun-KobKunKrub-KhawpJai-ChezuBa-Dhanyavaad- Nandri-Dhanyabaad-Stutiyi-

Shukria-Mamnoon-SepasGozaram-Motshakeram-Toda-Shukran-AsanteSana-NaGode-TeshekkurEderim-

Efharisto-Grazie -Grazzi- Gracias--Obrigado-Merci-Danke-DankU-Tak-Kitos -Dankie-Jinkua-

Go Raibh Maith Agat-Spasibo-KoeSoeNoem- Blagodaram-Multumesc

Then, Thank You Again!(as of 08/10)


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