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Q 81. Keeping aside the score on regulatory or client mandated compliance aspects, the service quality score needs to have strong positive correlation with the VOC score. However, this is not the case many a times. 


Debate - If the internal service quality score fails to show good positive correlation with the voice of customer, do you think it may still be solving its purpose? Please begin your answer with a clear YES or NO. 


Please start your answer with a clear YES or NO in the beginning of your first response. As this is a debate question, one needs to continue to support his/her response by replying to others.  


The question carries 2500 points and is open for a week. This is part of Excellence Ambassador initiative. There will be one winner for "YES" responses and one for "NO" responses in the debate. All rewards are mentioned here https://www.benchmarksixsigma.com/forum/excellence-ambassador-rewards/.


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All questions so far can be seen here - https://www.benchmarksixsigma.com/forum/lean-six-sigma-business-excellence-questions/

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No!! i don't think it will solve the purpose. what is the point if my internal systems / processes dont tell me where i am going wrong that could impact customers .QC (inspection) in many organisation is an investment to enhance customer experience, there has to be a reasonable ROI.


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After carefully reading the situation, the question is interpreted as whether the internal Quality scores need to have a 'positive' co-relation with the VOC scores to be considered as serving the purpose. There are situations where such a co-relation need not be a necessary condition.

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No, The internal quality score should be defined as per the Voice of the customer.   This defines the CTQ’s and should be  congruent.  Adhering to the VOC should be the internal quality scores or parameters.  If the specifications are not met as per the VOC, there would be a direct effect of losing the customer to the competitor.  

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There is no doubt that the internal Quality score has to reflect the Quality as per the customers requirements. However, there are practical scenarios, where the internal score may fail to show a positive correlation with the VOC scores. Let me cover one such situation.

The method of measuring the internal Quality score is in our control, whereas the VOC score is not. Where we have a very commonly agreed measurement procedure and a structured measurement is performed by the customer and reported, it is fair to expect a higher degree of positive correlation. This is more likely to be possible in a OEM kind of client where there is a clear contract and service level agreements. However, it may not be the case in a consumer durable kind of industry, where the VOC is never structured to establish a positive correlation., though it is desirable. Hence the question is "should it be a matter of concern, if we are not able to establish a positive correlation every time with whatever VOC we obtain?" Or are there other ways of interpreting the internal scores, for the benefit of customer?

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No, it does not solve the purpose. Internal quality score represents a standard that needs to be followed by any organization to meet the bare minimum quality requirement by the customers. In case if this does not have a strong positive correlation with the VOC of majority of the customers, then there is a need to update the internal quality standard to meet the expectation of customers in terms of quality. If not, the service/product provider is working on a quality standard that does not meet the requirement of the customers which would eventually lead to the customer losing confidence in the quality of services provided which would finally lead to fall in sales. So having an internal quality which is positively correlated to the VOC is very important.

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If we have a VOC score that is well correlated with the Internal score, then we do not really need to spend so much to maintain an internal score. We might as well depend on the VOC scores directly. However, this may not be the case always. There are many situations when certain customers may choose not to report Quality issues promptly, but they might silently switch over to another supplier or service provider if they are not satisfied. Due to lack of adequate customer inputs, the VOC scores may not correlate with the internal score, assuming the internal measurements and metrics are maintained correctly. This lack of correlation should not lead to a false sense of security that we are overdoing internally, when there isn't as much issues from customer. Such situations could be challenging for Quality professionals, when there may be a tendency for management to view much of the Quality checks and assessments as NVAs. That's why I emphasize that just with a positive correlation, one cannot sit back with the belief that all is well; at the same time the lack of correlation should not lead to a complacency, especially when the VOC inputs are lower. 

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On 2/27/2018 at 4:46 PM, Guest Tushar said:

Yes it does solve the purpose if there is correlation.Internal quality is VOP which helps in letting organisation know the improvement area to meet VOC


Yes. there is a strong correlation between Vop and VOC. 


Customer's requirement is always a verbatims. These verbatims has to be translated into CTQ of the process to adhere to. it is always a statement given by the customer and meaning of the statement is what translated into VOP.


VOP is nothing but, the current state's performance against the customer needs, expectations, preferences,choices, etc.


Hence there should be a connect always to VOP and VOC to delight the customer and retain the business.


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Looking at some of the responses, I would like to reiterate the question of this debate. The question is not about whether correlation is required or desirable. The question is "Given a situation where the internal service quality score fails to show a positive correlation with the VOC score, does it serve the purpose or not?" Or to express the question in other words "If the Internal Quality score does not positively correlate with the VOC score, is it to be discarded as not serving any purpose?" My answer has been "It need not be discarded for all such situations" In other words, "Yes, it would still be serving the purpose, depending upon the situation"

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Yes it may still still solve its purpose although internal quality score doesn't has a positive correlation with Voc. 


Offcorse there are situations where if internal quality score doesn't meet it will directly affect customer expectations. 

Or in other words we can say that if it is not having positive correlation then at least we know from the score that how much we are deviating from our benchmark or our target to fulfill our customers requirements. 

It will still help us to take c/m for the particular day or process because we can find out why it's is not having positive corelation.  

Customer requirements are different they should align with vop and by doing this we can satisfy our customer or any organisation focus on customer satisfaction. 


If I take example of car manufacturers,  there is jd power iqs survey to check quality of car in every prospects every year.  In this they have various sections and have lot of questionnaire related to those which decides a satisfaction level of customer for that particular brand car.  If it is less means car is having problems which indicates somehow that we did not control our internal process. 

Then after detail study of survey we can find out where and in which department legging the quality or the problem is an d then take c/m for the same. 

So we can find out during that period if our iqs is low or not align with Voc,  it will leave some impact on customer satisfaction.  But still it will serve it's purpose by giving a reason to work upon to find out root cause. 


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Let's consider specific cases of non correlation between Internal Quality score and VOC score.


Siituation 1

if the VOC score is showing poorer Quality than the internal score, it is certainly cause for concern. It serves a purpose to examine some of the below questions..

1. Is the the detection capability of Internal measurement adequate?

2. Could it be a result of a damage that has occurred subsequent to the internal measurement?

3. Is there a difference in the understanding / interpretation of the Quality standard?

4. Has a new problem cropped up that was never been part of the existing Quality standard?

5. If some sampling methodology is being used for the score determination, are the margin of errors for internal and VOC comparable?

6. Is it a subjective / aesthetic preference related issue, which could vary from customer to customer?

7. Is it some assignable spike due to a specific problem concentrated on few products in a particular batch?


We will discuss another non-correlating situation in my next post.

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My previous post discussed about situation1 for non correlation between Intenal Q score and VOC score. Let's look at another situation



Lack of correlation as the internal Q score shows poorer results than the VOC score. Before we conclude whether the internal score serves any purpose or not, below are some of the questions that need to be asked:

1. Is the VOC score structured and being reported as per an agreed procedure?

2. is there a possibility that despite having a dip in Quality, the VOC is silent on certain issues, but there is a risk of silent drift by the customer?

3. Has a detailed analysis been done on the key findings by the internal measurement, and an assessment done on the relevance of the findings from the customer point of view?

4. If sampling procedures are used, are the MOE (Margin of Errors) comparable for the methods employed internal and external?

5. Is it possible that there may be certain reliability related issues, that probably might show up on VOC score only after a period of time?

6. Some times it is a common practice to keep the internal measurements more stringent than what the customer would do, for higher sensitivity. This could affect the correlation.

7. The internal measurement might possibly take into account issues that impact customer as well as issues that may not impact the customer, but important from an internal process efficiency point of view.


After considering the above discussed couple of situations of non - correlation, even if there is a positive correlation, there may be certain questions that may be worth looking into. Depending on the interest of the debating participants, I will dwell into that area.



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  • 3 years later...

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