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Measuring Customer Satisfaction: Vishay Telefunken
Since the early nineties, Vishay Telefunken has been involved in quality management. The quality concept includes four key elements: technical quality, quality of logistics, quality of service, and quality of costs. Currently, as part of its effort to improve customer service, Vishay Telefunken is conducting a worldwide customer satisfaction survey.
The survey will provide an overall picture of customers' opinions about Vishay Telefunken and its competitors regarding supply quality and punctual delivery, product quality, and communication. It assesses the price-quality relationship, customer problems, and customer expectations according to the model developed by Japanese scientist Noriaki Kano. The Kano Model identifies four distinct customer groups: I. Clients whose expectations are exceeded; II. Contented and enthusiastic clients whose expectations are met; III. Discontented and disappointed clients whose expectations are only partly met; IV. Clients whose expectations are not met
In the Kano Model, customer expectations are defined according to three requirements: I. Basic Requirements -- These are performances that are expected by any client. They are taken for granted. II. Service Requirements -- These are performances explicitly expected by customers. Customer satisfaction will increase should those expectations be exceeded. III. Features of Effusiveness -- Customers neither demand nor expect them. Customer satisfaction considerably increases if they are present.
On this methodical basis, Vishay-Telefunken, supported by an external consultant, came up with three individual questionnaires: one for personal interviews with selected customers, one to be mailed to customers and distributors, and to be distributed to Vishay employees worldwide. Key information will provided by approximately 80 one-to-one interviews with customers worldwide. Without exception, the carefully selected interviewees will be key decision-makers. Six Vishay people have been specially trained for this task. Also valuable will be the input provided by 600 business partners. The employee questionnaire will enable Vishay Telefunken to compare employee and customer perceptions.
The customer satisfaction survey is an important step towards the European Quality Award. Later this year, Vishay Telefunken expects to be able to fulfill the strict requirements of both QS 9000, which is the American auto industry's quality assurance system, and VDA 6.1, the quality assurance system used by the German auto industry.
Vishay Intertechnology, Inc., a Fortune 1000 Company listed on the NYSE (VSH), is one of the world's largest manufacturers
of discrete semiconductors (diodes, MOSFETs, and infrared optoelectronics) and passive electronic components (resistors, inductors,
and capacitors). These components are used in virtually all types of electronic devices and equipment, in the industrial,
computing, automotive, consumer, telecommunications, military, aerospace, power supplies, and medical markets. Vishay’s product
innovations, successful acquisition strategy, and "one-stop shop" service have made it a global industry leader. Vishay can
be found on the Internet at www.vishay.com.