CTQ Drill Down – Project Selection

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

o   Statement as made by the customer. For example, 'I consistently wait too long to speak to a representative’.

·       CTQ – Critical to Quality

o   A feature which is critical / important to the customer.

o   Specific, Measurable and Actionable / controllable – for example, bank account opening process time in days.

·       Define what is a Unit?

o   Unit can be measurable, output from a process

o   Example: An invoice is a unit, a cheque is a unit, a cell phone is a unit, a car is a unit.

·       Defect-  is 

o   A failure to meet the customer demand is a defect.

o   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

·       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" it is your task to make it measurable requirements that can be tracked. 

Drill Down Example as below:

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