Design and Implementation of a CBL-Quality Management Course: Added-Value to Quality

Improvement of Community’s Services

Yahya Saleh Anwar Al Shaer Wafa’ Qeeno

30, May,2014 1

An-Najah National University Faculty of Graduate Studies

Engineering Management Master Program

Agenda Introduction

Intended Learninig Objectives (ILOs)

Course Requirements CBL-Project Description

Added-Value to the Quality of PALTEL

Added-Value to the Quality of Specialized Arab

Hospital

2

Introduction

“Improve quality, you automatically improve productivity. You capture the market with lower price and better quality. You stay in business, and you provide jobs. (It's) so simple." (W. Edwards Deming).

(465212) Quality Management (QM) focuses on studying the main principles, philosophies, and tools of quality planning, controlling and improvement

Emphasis ion concepts and statistical methods employed in the assurance of product/service conformance to specification limits

3

A CBL-project to gain knowledge and practice in implementing quality management principles and tools in diverse Palestinian Industries and Service Organizations(Community)

Aim of the CBL-project: addressing and solving a quality-related problems in targeted Palestinian Organizations to enable them delivering high-quality products and services to Palestinian customers

4

Intended Learninig Objectives (ILOs)

Demenostrate an understanding of quality

management theory, principles, and practices in real-life problems in the targeted Palestinian organizations

Apply one of the quality management systems as a criteria for self-assessment of quality level

Identify the needs and expectations of internal and external customers

5

Improve quality characteristics of products and

services in the targeted Palestinian organizations

Utilize quality improvement tools and practices for continuous improvement

Develop strategies for organizational change and transformation to high-quality culture in the targeted Palestinian organizations

6

Course Requirements

Prerequisite: a background with some basic knowledge

on probability (discrete and continuous random variables) and statisitics (hypothesis testing) (465122)

Required Textbook: Douglas C. Montgomery, Cheryl L. Jennings, Michele E. Pfund (2011). Managing, Controlling, and Improving Quality. First Edition, John Wiley

7

Recommended References

Quality, Donna C. S. Summers, 5th edition, Prentice-Hall, 2006.

Managing Quality, Barrie G. Dale, 4th edition, Blackwell, 2003.

Introduction to statistical quality control, Douglas C. Montgomery, 7th edition, John Wiley, 2009.

The Management and Control of Quality, 7th Edition. Evans and Lindsay, 2008. South Western Publishing.

Essentials of Quality: with cases and experiential exercises, Sower, V.E., John Wiley and Sons, 2011.

8

Software Package: Minitab

Course Format: Class was a mix of lectures, in-class exercises, case discussions, presentations and computer applications

One Midterm Exam (20%) and One Comprehensive Final Exam (40%)

The exams will be combination of Multiple Choice, computational and essay questions. The exams will cover all material from the required textbook, class discussions and lecture notes

9

CBL-Project Description

Goal of CBL-Project

Providing students with a realistic environment to

demonstrate their competence with diagnosing and analyzing a quality-related problem in one of Palestinian organizations (service and manufacturing) and suggesting specific improvement action plans

10

Projects were selected with the goal of being completed

in one semester

Projects were selected to address a quality-related issue of a single process, product or service in a Palestinian organization rather than tackling a complex quality system

The project were determined and defined in collaboration with the community partner (organization) within the first two weeks of the semester

A real need for project selection and implementation was a must (via proposal presentation)

11

The following was a list of topics that might be relevant, however,

students could suggest other topics:

12

Topic Topic Topic

•Corrective Action and Prevention •Cost of Quality •ISO 9000-2000 •Organization for Quality •Process Management •Quality Audits •Quality by Design •Quality Concepts

•Quality Control •Quality Culture •Quality Function Deployment •Benchmarking •Quality from the Customer Perspective •Quality Information Systems •Quality Planning •Quality Tools

•Statistical Process Control •Six-Sigma •Strategic Quality Management •Supply Chain Management •Quality in Health Care •Quality in Higher Education

The following were the main milestones for the project:

• Project Proposal Presentation DUE 10th, February, 2014 – 3 pages

• Project Progress Report Submission DUE 24th,March, 2014 – (3-4) pages

• Final Written Report and Presentation DUE by 28th,April and 30th,April , 2014

(The instructor disseminated a suggested format for the written project report)

13

Team Project Presentation:

A 15-minute presentation was allotted for each project in class

The presentations were scheduled based on FSFP (first send first present)

A rubric (for presentation skills and pitch) was designed and used by the instructor for evaluating each team’s presentation

14

Grading Policy:

Midterm Exam (Ch.1-Ch.3): 20% (Monday, 10/3/2014 in class)

CBL-Project (40% ) divided as follows:

5% Proposal Presentation (Individual grade)

5% Progress Written Report (Team grade)

20% Final Written Report (Team grade)

10% Final Report Presentation (Individual grade)

Final Exam (Comprehensive) (40% )( Monday, 5,5,2014)

15

Assessment Criteria

• Final Written Report (team grade) were assessed (via rubric) based on the following criteria:

The report was handed over on time

Report format and organization

Analytical abilities and/or other skills are reliable in the report

The literature survey and the bibliography are sufficient

The project was capable in solving faced problems

Documenting the references and the information sources are addressed

16

Assessment Criteria

• Final Report Presentation (individual grade) were assessed (via rubric) based on the following criteria:

Speaking skills (delivery, eye contact, body language, posture, volume)

Content (introduction, topic development, conclusion)

Ability to answer questions

17

List of the CBL-Projects

• Quality Assurance and Quality Control Management Systems in Palestinian Contractor Companies

• Quality Manual for Continuing Learning Department at PTUK University

• Software Quality Assurance for Trust International Assurance Company

• Quality of Work Life for An-Najah National University Employees

• Improving Quality by Improving Losses at UNIPAL

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• Quality of Supply Chain Management at Zalmout Distribution Company

• Study of Quality Management in Construction Projects in West Bank

• Impact of Service Quality on Customer Satisfaction in PALTEL Company (to be presented later)

• Quality Control of Materials Supplied to Engineering Projects

• Enhancing Quality Management for Effective Workforce Management at Nablus Soap Factory

• Improving Quality through Basic 7QC Tools at Anabtawi Group

• Establishing and Implementing A Quality Management System for Construction Materials Testing Laboratories for the Ministry of Public Works and Housing

19

Impact of service quality on customer satisfaction in PALTEL

Company

Quality Management Project

Anwar AlShaer & Ahmad Othman

20

Agenda 1. Introduction

2. PALTEL Company

6. Methodology

8. Limitations

7. Data Analysis

10. References

3. Definitions

5. Literature Review

4. Problem Statement

9. Conclusions and Recommendations

21

Introduction

Telecom and information is the key to rapid economic and

social development of the Country.

The forces of

globalization of

telecommunication

market have pressurized

the companies to

maintain their market

share by focusing on

retaining their current

customer.

CRM

Image

Campaigns

OSS

responsive

Customer

Satisfaction

Quality

22

PALTEL Company PALTEL is the national telecommunications provider in

Palestine started by 1996.

PALTEL offers a range of services including local and

international telephone services, internet, data

communications, value-added services, payphones, and next

generation services in addition to creating the backbone for

other related telecom services.

The company has an exclusive License Agreement with the

Palestinian National Authority (PNA) to develop the telecom

sector.

PALTEL today leads Palestine into the new era of

communications through its state-of-the-art technology and

advanced services.

Paltel got the ISO 9001 certificate and applying ETOM

forms in writing quality procedures

23

Definitions We will study the impact of Qualservice in Paltel on the customers

satisfaction

Service Quality : involve determining whether perceived service delivery

meets, exceeds or fails to meet customer expectations (Cronin and Taylor, 1992; Oliver, 1993; Zeithaml, Berry and Parasuraman, 1993).

Customer satisfaction : consumer satisfaction comprises three basic

components including the type of response (cognitive, affective or

conative); the centre of interest or the subject on which the response is

focused;

and the moment in time at which the evaluation is made

of Giese and Cote (2000)

24

Problem Statement and Objective

1. To find out the effect of Service quality in PALTEL on its

customers.

2. To explore the key dimensions of service quality for Paltel

services

3. To ascertain which aspect of service quality have significant

impact on customer satisfaction.

4. To find results and suggest measures to the Paltel to monitor

quality. 25

Serv. Quality Impact

Phase 1 Phase 2 Phase 3

Quality Customer

Satisfacti

on

Loyalty

,

Retenti

on

growth

First

choice

target

26

Literature View In particular, consumers prefer service quality when the price

and other cost elements are held constant (Turban, 2002).

Service quality can be measured in terms of customer

perception, customer expectation, customer satisfaction, and

customer attitude (Sachdev &Verma 2004),

A recent study by Ojo (2010) in

the telecommunication industry

showed that a positive

relationship exists between

service quality and customer

satisfaction. The same

relationship is demonstrated by

Cook (2008) and Oyeniyi and

Abiodun (2008) 27

Methodology

Phase 1 Phase 3 Phase 4

Developing

questionnaire

to measure

customer

satisfactions

about these

dimensions,

analysis

customer

satisfaction

about

campaigns ,

here we took a

campaign

which named

(ال تتفاجا كتير)

analysis raw

data from CRM

system to find

out some

control charts

to monitor

quality in some

of mentioned

dominations

Phase 2

Sample around 40

customer selected on

randomly.

Attributes Are :

responsive ,price ,

technical,

maintenance

response and time to

solve the problems,

treatments of

PALTEL employees,

payment

methods, sites ,

provided

information about

services

using SPSS software

Minitab software

interview

with quality

dep.

employee 28

Questionnaire البيانات الشخصية الخاصة برب األسرة : القسم األول

Q1 أنثى. 2 ذكر. 1 (رب األسرة)الجنس

Q2 6 65-56. 5 55-46. 4 45-36. 3 35-26. 2 25-18. 1 (رب األسرة)العمر 65أكثر من .

Q3 5 أعمال حرة. 4 موظف مؤسسة أجنبية. 3 موظف قطاع خاص.2 موظف حكومة. 1 رب االسرة)طبيعة العمل .

طالب

عامل. 6

عاطل عن العمل ألسباب خاصة. 10 ال يعمل مؤقتا. 9 ربة بيت. 8 متقاعد. 7

Q4 4000. 5 3000-3999. 4 2000-2999. 3 1999-1000. 2 1000اقل من . 1 (شيكل (الدخل الشهري لألسرة-

4999

فأكثر 5000. 6

تقييم مراكز المبيعات: القسم الثاني

Q5 ال. 2 نعم. 1 ؟مراكز مبيعات شركة االتصاالت الفلسطينية بالتل خالل هذا العامهل سبق أن زرت أي من ( انتقل إلىQ7)

Q6 (أعلى شيء 10أقل شي و 1بحيث 10عالمة من )شركة االتصاالت الفلسطينية بالتل فيما يلي ( معارض)ما هي درجة الرضا عن مراكز المبيعات

التعامل في لباقتهم ومدى للمشتركين المراكز موظفي استقبال اسلوب 6.1 (أعلى شيء 10أقل شيء و 1)بحيث 10عالمة من

احتياجاتكم مع تتناسب التي الحلول وتقديم الستفساراتكم الموظف اصغاء 6.2 (أعلى شيء 10أقل شيء و 1)بحيث 10عالمة من

.بالدور وملتزم واحد آن في مشترك من ألكثر الخدمة يقدم ال المركز موظف 6.3 (أعلى شيء 10أقل شيء و 1)بحيث 10عالمة من

6.4 لمشتركيها الشركة تقدمها التي الجديدة والحمالت العروض على المشترك يطلع المركز موظف

لمن ال يعرف 11( أعلى شيء 10أقل شيء و 1)بحيث 10عالمة من

والترتيب والنظافة العام المظهر 6.5 (أعلى شيء 10أقل شيء و 1)بحيث 10عالمة من

طلبك يلبى حتى مقابلتهم عليك الذين المراكز موظفي عدد عن الرضا 6.6 (أعلى شيء 10أقل شيء و 1)بحيث 10عالمة من

طلبك يلبى حتى تنتظرها التي المدة عن الرضا 6.7 (أعلى شيء 10أقل شيء و 1)بحيث 10عالمة من

للنظر ملفت بشكل بالمراكز معروضة الشركة وعروض حمالت 6.8 (أعلى شيء 10أقل شيء و 1)بحيث 10عالمة من

االنتظار مقاعد وكفاية المركز سعة 6.9 (أعلى شيء 10أقل شيء و 1)بحيث 10عالمة من

6.10 (Q7انتقل إلى )ال . 2 نعم. 1 االتصاالت من خدمة أو حملة عن واستفسرت سبق هل للمراكز زيارتك خالل

(أعلى شيء 10أقل شي و 1بحيث 10عالمة من : )هل توافق على ما يلي

عنها استفسرت التي الحملة أو بالخدمة كاملة معرفة لديه المركز موظف 6.10.1 (أعلى شيء 10أقل شيء و 1)بحيث 10عالمة من

عنها استفسرت التي الحملة أو الخدمة حول صحيحة معلومات يقدم المركز موظف 6.10.2 (أعلى شيء 10أقل شيء و 1)بحيث 10عالمة من

زيارة أول خالل من استفساراتي على ويجيب طلبي يلبي المركز موظف 6.10.3

Q7 للمراكز؟ الحالي الدوام بوقت رأيك ما

(Q9انتقل إلى)مناسب جداً . 1 مناسب. 2 Q9انتقل إلى )

(Q9انتقل إلى )محايد . 3غير . 4

مناسب غير مناسب بالمرة. 5

Q8 إذا كان دوام المراكز غير مناسب أو غير مناسب بالمرة ماذا تقترح بالنسبة للدوام؟ ال

تذكر خيارات ........غير ذلك حدد.3 تمديد فترة الدوام. 2 الدوام ايام الجمعة. 1

تقييم الوكالء والموزعين لبالتل: القسم الثالث

Q9 هل سبق وزرت أي من وكالء وموزعين بالتل لطلب خدمة من بالتل أو دفع فاتورة أو ألي شيء يخص الهاتف الثابت من بالتل

(13.1انتقل إلى )ال . 2 نعم. 1

Q10 ال . 2 :.............................نعم ما هي. 1 هل واجهتك مشاكل

Q11 لمن ال يعرف 11( أعلى شيء 10أقل شيء و 1)بحيث 10عالمة من ما هي درجة رضاك عن طريقة عرض إعالنات بالتل في المعارض الخاصة بوكالء بالتل ؟

Q12

(أعلى شيء 10أقل شي و 1بحيث 10عالمة من )ما هي درجة رضاك عن الخدمات المتعلقة باالتصاالت الفلسطينية بالتل التي يقدمها الوكالء

األسعار: القسم الرابع

ال أعرف باألسعار 11( أعلى شيء 10أقل شي و 1بحيث 10عالمة من )----هل أنت راض عن أسعار بالتل التالية

(شهر كل شيقل 20) االشتراك رسوم 13.1 (أعلى شيء 10أقل شيء و 1)بحيث 10عالمة من

المحلية المكالمات اسعار 13.2 (أعلى شيء 10أقل شيء و 1)بحيث 10عالمة من

دولي بيتي مكالمات اسعار 13.3 (أعلى شيء 10أقل شيء و 1)بحيث 10عالمة من

خلوي بيتي أسعار 13.4 (أعلى شيء 10أقل شيء و 1)بحيث 10عالمة من

29

Quality Dep. In Paltel

Quality Dep.

Employee 8

ongoing procedures 15

Procedures 70

Systems 3

KPIs all customer cares Dep.

30

Methodology – Cont.

31

Data Analysis

87%

75%

88% 88.6% 86%

prices Main Indicator

Recommended to Paltel

promotions

Quality uses

80%

86%

82%

Quality in Customer care

Average Quality In technical

Satisfaction ratios about ( quality using in PALTEL, prices and

promotions)

-

Quality in technical side ( how

customers satisfy from dealing with

faults and speeds)

87% 80% 73% 80%

Internet speed

Average

FL Faults

Internet Faults

About did the customers feel that

PALTEL is using Quality in main

areas Technical and customers care?

Quality in CC (Customer care issues)

91% 87%

76%

86% 78%

74%

88% 86%

Oss Communication methods

Bills Dealers Ordering ADSL

Complaints

Ordering FL

Average

32

Data Analysis – Cont.

68%

78%

73%

FL Tariff ADSL Price General Price indicator

Price Indicator

Maintenance indicators

79% 81%

72%

77% 77%

Maintenance Performance Maintenance team Wait time before maintenance

Maintenance quality Maintenance Indicator 33

Data Analysis – Cont. Control chart for waiting time to install fixed

line

71645750433629221581

30

25

20

15

10

5

0

Sample

Sa

mp

le S

tDe

v

_S=7.13

UCL=23.30

LCL=0

1

1

S Chart of waiting

Tests performed with unequal sample sizes

X

bar

X b

ar

34

Data Analysis – Cont. Control charts for response time for maintenance orders

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2.0

1.5

1.0

0.5

Sample

Sa

mp

le M

ea

n

__X=1.128

UCL=1.417

LCL=0.840

118105927966534027141

10

8

6

4

2

Sample

Sa

mp

le R

an

ge

_R=4.537

UCL=6.229

LCL=2.846

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Xbar-R Chart of resp_time

Tests performed with unequal sample sizes35

Limitations

- Time : we need more time to go with this project

- Need more resources

- Security of some data and figures

- Time to extract data and time to analysis

36

Conclusions & Recommendations

1. Service quality evaluations are positive determinants of

customer satisfaction, and attitudes, and that

2. Satisfaction and attitudes, in turn are positive determinants

of customer loyalty.

We recommend and agreed with quality department

To use control charts for monitoring quality dimensions in Paltel, we will

integrate the control chart software with our CRM system

To use customer satisfaction questionnaire which we developed to test

quality in Paltel on semiannual base

The Customer is the Ultimate Judge of Value Quality

37

Outline

Introduction

Methodology

QFD Model

Conclusions

Recommendations

Introduction

This project utilizes the applicability of QFD in health care

by using HOQ model.

It describes the HOQ model and how it leads to a better

understanding of patients expectations.

HOQ model used to determine the technical

requirements that health care sector need to achieve

and improve based on the fundamentals of patients

quality and care requirements.

Methodology

The methodology for building a HOQ model is:

QFD Model

Customer Requirement “The Voice of Customer”

Patients’ Requirements

Location is easily accessible Quality and diversity of food

Adequate parking facilities Submission of meals

Availability of directional and guidance

signs Hygiene

Staff commitment Speed the preparation of exit file

Staff availability Communication with the patient after

departure

Multidisciplinary doctors Adequate places for companions

Friendly and courteous staff Hospital’s commitment to appointments

Treatment done right the first time 24-hours service availability

Explain thoroughly medical condition to

patients Up-to-date and available equipments

Communication skills Waiting time

Customer Importance Rating

Customer Rating of the Competition

Technical Requirement “Voice of Engineer”

Technical Requirements

Service quality programs Advance medical research

Training Programs Computerized system

Continuous education and learning New medical technologies

Procedure and polices documentation Maintenance programs

Quality orientation of the new staff Social media and Hospital website

Perform environmental and safety controls Patient treatment scheduling

Sufficient number of doctors\ staff Adequate and comfortable chairs for

companions

Consistency of suppliers Speed the performance of staff

Direction of Improvement

Relationship Matrix

Correlation Matrix

Organizational Difficulty

Technical Analysis of Competitor Services

Absolute Importance

Target Values for Technical Requirements

Conclusions

Continuous quality improvement is a very important

aspect for any organization aspiring to succeed in

market and superiority on other competitors.

A company success is usually measured by the

type and quality of products and services it

provides and customers’ satisfaction in addition to

its profitability of course.

Hospitals need to monitor their performance to improve

services quality provided, which depends on the ability

to identify accurately the expectations of patients.

SAH considered one of the most important hospitals in

Nablus.

It has many ambitious plans to execute for the sole

purpose of becoming the best. So, it is eager to maintain

and increase the provision of highest levels of medical

services for the largest possible number of patients.

The essence of this project is for the hospital to look

at the patients‘ needs, and use the information

that they gain to see how they can reach to the

highest degree of patients satisfaction.

QFD considered a powerful and helpful tool , it can

be used to improve the service quality in the

hospital.

Although QFD was traditionally developed to assist

product design, with some modifications it could

be applied in service industries.

QFD is a structured approach competent in

identifying and prioritizing the expectations of

patients .

QFD can help in understanding where the hospital

management should focus their attention.

This project found that patients are concerned in:

Hospital’s commitment to appointments

Patients waiting time

Multidisciplinary doctors

Staff commitment

Staff availability

For that hospital should focus on these elements in

order to reach the highest level of customer

satisfaction.

The main critical technical components that require

changing:

Service quality programs

Procedure and polices documentation

Continuous education and learning

Training programs

Computerized system

Interrelationship matrix follow the Pareto Principle,

20% of the critical technical will satisfy 80% of the

patients desires.

Recommendations

QFD model can be adopted to insure that SAH meets

patients expectations.

QFD provides a map for SAH in order to do continuous

improvement of its services quality.

The hospital can use QFD to identifying and improving

the unmet patients requirements.

To bring this project one step further the financial

side should be taken in consideration.

The merits of the use of QFD through cost/benefit

analysis can be evaluated.

After the application of ISO system, JCI Standards

“Joint Commission International Standards for

Hospitals” can be applied on SAH.

The effectiveness of QFD could be enhanced

through its integration with other quality engineering

techniques, which improve the functioning of

traditional QFD.

Total quality model can be developed as a next step

for QFD, which includes a more detailed map in

order to help the hospital in their TQM journey.

QFD can be used to greatly improve customer

satisfaction at any hospital.

63

Thank you for your attention