德国汽车工业质量标准VDA 10_en

VDA Quality Management in the Automotive Industry Preconditions Data Collection and Evaluation Potentials 1st Edition 2001 Customer Satisfaction in the Supply Network Preconditions Data Collection and Evaluation Potentials 1st Edition 2001 Verband der Automobilindustrie e.V. (VDA) ISSN 0943-9412 Copyright 2001 by Verband der Automobilindustrie e. V. (VDA) Qualitätsmanagement-Center (QMC) D-60325 Frankfurt am Main, Lindenstraße 5 Overall production: Druckerei Henrich D-60528 Frankfurt am Main, Schwanheimer Str. 110 Printed on chlorine-free bleached paper with crude oil free printing color 3 Liability exclusion The VDA Volumes “Quality Management in the Automotive Industry” are guidelines available for anyone to use. It is the responsibility of the person using the guidelines to ensure their correct use in each specific case. The VDA volumes take into account state of the art technology, current at the time of issue. By using the VDA guidelines, nobody is relieved of the responsibility for their own actions. Each person acts, in this respect, at their own risk. Liability by VDA, and those persons involved in issuing VDA guidelines, is hereby excluded. If during the use of VDA guidelines, errors or the possibility of misinter- pretation are found, it is requested that these be notified to the VDA imme- diately, so that any possible faults can be corrected. Referenced standards The extracts from standards identified with their DIN number and issue date are reproduced with the permission of the DIN Deutsches Institut für Nor- mung e.V. (German Institute for Standardization). The version with the latest issue date is definitive for the use of the standard, which can be attained from the publishers Beuth Verlag GmbH, 10772 Berlin. Copyright The publication, including all its parts, is protected by copyright. Any use outside of the narrow boundaries of copyright law, without the written per- mission of the VDA-QMC, is unauthorized and illegal. This applies in parti- cular to copying, translation, microfilming and the saving and processing in electronic systems. 4 5 Preface Customer satisfaction accompanies our entrepreneurial activities for all pro- ducts and services. Consequently, it is the key factor which decisively contri- butes to the success of a company. This is the reason why the purpose and the use of customer satisfaction data are especially emphasized in all pre- sent Management and Business Excellence models. In practice, the collection and appropriate processing of suitable information has proved to be difficult. The consequence is that some methods are used only as evidence for the application of customer satisfaction analysis without demonstrating its entrepreneurial use. The VDA volume, “Customer Satisfaction“, offers support for effective and efficient application of this key factor for strategic company planning and management. Based on process-oriented thinking and the Deming circle (plan-do-check-act), methodical recommendations from practical application - for practical application“ are given. If in the application of this paper, if new experiences should rise which might lead to further improvements of this volume, we would be grateful if you would keep us informed. 6 The following organizations have been working on this volume: Audi AG Benteler Automobiltechnik GmbH complex and well-directed questions are possible; highly flexible course of the interview; information are directly available time and cost intensive; possible distortion of result by the interviewer written interviews by means of a questionnaire (reply cards) low-cost method; possible answers pre-formulated; no distortion of results by the interviewer; higher standardization and compara- bility; easy evaluation low feedback; no control of answering behavior; impersonal; delayed availability of data; higher probability of discontinuation in case of unclear questions; interview by phone low cost method; highly flexible performance of the interview in case of direct customer/supplier contact; information directly available; answering behavior can be controlled; personal contact possible distortion of result by the interviewer; visualization tools cannot be applied online interview (Internet) low-cost method; pre-formulated answers; no distortion of results by the interviewer; higher standardization and comparability; easy evaluation; quick performance low feedback; no control of answering behavior; impersonal; delayed availability of answers; higher probability of discontinuation in case of unclear questions; technical equipment needed; interviewed person must be technophile Moderation in the framework of pro- ject team meetings and/or workshops (group interviews) detailed examination of the customers problems, joined search for solutions, exact knowledge of customers; personal contact and attention; highly flexible performance of the interview; information directly available time and cost intensive procedure; meaningful only