Module 2	Module 3	Module 4	Module 5	Quality Library

Module 1: Customer Orientation

OBJECTIVE:    To understand the importance of "customer focus" in an environment of continuous quality improvement.

Note: The Quality Library provides some resources in addition to the textbooks. I would suggest you also use the Internet for your assignments.

Assignment 1-1: Locate quality related sites on the Internet and write 10-12 definitions of "quality." Cite sources and submit work. You can begin with the Quality Library where some sources have already been identified.

Assignment 1-2: Read the Case Study below.

An elderly, well dressed man arrives at a clinic. Noticing that the waiting room is very full, he walks up to the reception desk. He attempts to get the attention of the receptionist, who seems very busy on the phone. She answer the several lines one after another, putting caller on hold. Finally she raises her head, and without missing a sentence, points to the sign-in sheet and tells him to sit down. About 10 minutes later, the receptionist calls the gentleman to the desk and proceeds to obtain the registration information. She asks for his address, phone number, insurance. The gentleman is somewhat annoyed since he has provided this information before. When he questions the receptionist as to why this is needed again, she curtly replies that it must be put it in the computer every visit."How inefficient" thinks the gentleman. As he returns to his seat, he hears grumbling from the other patients in the clinic. They are complaining about the long wait, and some are threatening to leave if not called soon. Several approach the desk to complain and are told by a receptionist (while she is talking on the phone) who mumbles that she can't do anything about the long wait.

A woman enters the clinic but when she tries to register, she is told that her name does not appear on the daily roster. She emphatically states that her doctor told her to come today at this time. The receptionist, appearing angry, calls someone and says that they are not suppose to allow "overbooks" and "what is she suppose to do with this patient?" The uncomfortable patient realizes that this may be a problem, but since she has driven 2 hours to come today, she is not going to return another day. More calls are made, and finally the patient is told she will be seen, but it may be a while.

Eventually, the gentleman is called and escorted to an exam room where he is seen by a nurse. She asks more questions, and he cannot understand why she is asking the same questions he was asked by the receptionist. The nurse takes his blood pressure, temperature, and pulse. He tries to ask her a few questions, but she quickly cuts him off, saying "the doctor will answer your questions!". After another rather lengthy delay, the doctor comes in. He is obviously harried since he is running very late. He asks a few questions, asks the patient to take his shirt off, examines him, makes a few notes in the chart and with only a cursory attempt to wait for questions, is out of the room.

The gentleman gets dressed and walks out of the room.  He is told he will need lab work and he should call to make an appointment. He does not have the number, nor the location of the lab. Again, he finds the receptionist glued to the phone and has difficulty getting her attention. Finally she pulls out a map of the clinic and shows him where to go. He walks out feeling very dissatisfied with this visit. He begins to think about where he would prefer going for his care!

Write a paper (double spaced, 8-10 pages) related to the materials in this module, answering the questions below. Look for information regarding customer satisfaction in the Quality Library, in both text books,  (I recommend that you pay particular attention to Joiner, Chapter 5 and 6.)

A) Review your defintions of quality in Assignment 1.1 and state how they relate to the case study above. Identify the customers' expectations. How well were they met? What dimensions of quality does this suggest to you?

B) Review the materials on Quality Function Deployment in the Quality Library. Address how QFD could be used in this case. (Hint: Think about the process of the clinic in framing your process side of the House of Quality.)

C) Use the article by Quinn in your course reader to develop a short, one page survey that you might use to assess the satisfaction of the patient and other customers in this particular clinic. Include what dimensions of quality you would use and why. (The Quality Library has tips for this assignment. Suggestion: Frame your questionnaire in a way that reflects the patients' process identifed in QFD section.)

All three parts of this assignment are meant to build on each other. If you analyze the case study, you will begin to identify what is happening from the customer's perspective, then you need to think about what SHOULD be happening (quality dimensions) and QFD will help put that in perspective.

The survey is meant to push you a little more deeply into quality dimensions by finding a way to measure what is important to the external customer (quality dimensions). If you do the readings, you will have plenty of food for thought!