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    INFO 564 Homework Assignment 4 - Solution: Category Frequency/ Quantity

    Uploaded by

    Jesus Muñoz
    The document summarizes a case study on analyzing customer complaint data for Samsung Electronics. It provides instructions to [1] categorize 33 customer complaints into an affinity diagram with under 10 categories, [2] create a Pareto chart from the affinity diagram results showing that screen issues accounted for most complaints, and [3] answer questions about next steps. The responses identify [1] safety issues like choking hazards or burning TVs requiring immediate attention, [2] diagnosing a sample of malfunctioning sets to understand root causes, and [3] contingency planning to manage any potential crisis from high complaint levels.

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    INFO 564 Homework Assignment 4 - Solution: Category Frequency/ Quantity

    Uploaded by

    Jesus Muñoz
    357 views3 pages
    The document summarizes a case study on analyzing customer complaint data for Samsung Electronics. It provides instructions to [1] categorize 33 customer complaints into an affinity diagram with under 10 categories, [2] create a Pareto chart from the affinity diagram results showing that screen issues accounted for most complaints, and [3] answer questions about next steps. The responses identify [1] safety issues like choking hazards or burning TVs requiring immediate attention, [2] diagnosing a sample of malfunctioning sets to understand root causes, and [3] contingency planning to manage any potential crisis from high complaint levels.

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    The document summarizes a case study on analyzing customer complaint data for Samsung Electronics. It provides instructions to [1] categorize 33 customer complaints into an affinity diagram with under 10 categories, [2] create a Pareto chart from the affinity diagram results showing that screen issues accounted for most complaints, and [3] answer questions about next steps. The responses identify [1] safety issues like choking hazards or burning TVs requiring immediate attention, [2] diagnosing a sample of malfunctioning sets to understand root causes, and [3] contingency planning to manage any potential crisis from high complaint levels.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    357 views3 pages

    INFO 564 Homework Assignment 4 - Solution: Category Frequency/ Quantity

    Uploaded by

    Jesus Muñoz
    The document summarizes a case study on analyzing customer complaint data for Samsung Electronics. It provides instructions to [1] categorize 33 customer complaints into an affinity diagram with under 10 categories, [2] create a Pareto chart from the affinity diagram results showing that screen issues accounted for most complaints, and [3] answer questions about next steps. The responses identify [1] safety issues like choking hazards or burning TVs requiring immediate attention, [2] diagnosing a sample of malfunctioning sets to understand root causes, and [3] contingency planning to manage any potential crisis from high complaint levels.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
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    The document analyzes customer complaint data for Samsung electronics using affinity diagrams and Pareto charts. It identifies screens as the most common complaint and recommends diagnostic testing, supplier quality checks, design improvements, and test procedure development.

    Screens complaints represent 40% of the total, with power on issues representing an additional 24%. Together these account for over 60% of complaints.

    Two safety issues are identified relating to choking hazards and overheating/burning. The document recommends thoroughly investigating and documenting the choking hazard complaint and testing the specific TV with burning issues to understand the root cause.

    INFO 564 Homework Assignment 4 - Solution

    (100 points)
    Read the case: Samsung Electronics: Analyzing Qualitative Complaint Data carefully to
    understand the issues involved. Then answer the following questions.
    a. 33 customer complaints are provided in Exhibit-1 of the case. Create an affinity diagram
    by categorizing these complaints under various headings (like: picture issues,
    overheating, no response from customer service, etc.). Note that some complaints
    might fit under more than one category. Use your judgment about where to put it. Use
    as many categories as you need, but if you have more than 10 you probably have too
    many.
    A preliminary affinity diagram shows that most complaints have to do with product. A Pareto
    chart is not really necessary to identify this as the priority area. An affinity chart focusing only
    on product-related complaints may look like the one below: (50 points)
    Frequency/
    Category
    Quantity
    Screen 19
    Power On 11
    Main Board 7
    Clicking 4
    Power Off 2
    Unknown (Recall) 2
    Audio 1
    LCD Panel 1

    b. Using Excel create a Pareto chart from the results of your affinity diagram. (20 points)
    Pareto Diagram

    total: 47
    20 100% Frequency/
    Category Cumulative %
    Quantity
    18 90% Screen 19 40%
    Power On 11 64%
    16 80% Main Board 7 79%
    Clicking 4 87%
    14 70% Power Off 2 91%
    Unknown (Recall) 2 96%
    12 60%
    Audio 1 98%
    LCD Panel 1 100%
    10 50%

    8 40%

    6 30%

    4 20%

    2 10%

    0 0%
    Screen

    Power On

    Unknown

    Audio
    Main Board

    Power Off

    LCD Panel
    Clicking

    (Recall)

    c. What items do you think need immediate attention? What is your justification? (10 pts)

    Safety issues should be addressed immediately. This is because external costs related
    to safety can be very high. There are two complaints that relate to safety: Complaints
    #3 and #32. Evaluating the validity of complaint #3 (choking hazard) would be most
    important for limiting liability. Findings should be documented carefully and
    appropriate action should be taken if warranted. Regarding the burning TV (#32) that
    particular TV should be tested thoroughly to understand the root causes of the problem.

    d. What next steps would you suggest for the near term? Again, what is your justification?
    (10 pts)
    Screens: Although screens clearly account for most of the complaints, it is very likely that
    some of the other symptoms (e.g., power-on, clicking) are related to the root cause of
    that problem. Sarni and his team should bet a representative sample of these
    malfunctioning sets and run a battery of diagnostic tests. If no standard set of
    tests/procedures exists, then the tests should be documented so problems are analyzed
    in a consistent way.
    Failed Parts: Samsung must identify whether the problems stem from the same or
    multiple suppliers. The QC team should ask questions such as:
     Are these problems from the same batch?
     Do we need to make changes to how we certify suppliers?
     Did we specify the part incorrectly from the beginning?

    Design: One challenge for Samsung is to make its TV design more robust and fault-
    tolerant. Sarni should ask questions such as:

     How was this overlooked in the design process?


     What changes can be made to catch these types of problems earlier?
     If Samsung cannot employ accelerated life-testing or test-screening, can it begin
    to do so?
    Test Q/A: To minimize future complaints, Samsung should consider what type of final
    and assembly tests it can develop to catch these problems.

    e. What other insights can you offer from your analysis? (10 pts)
    Based on the frequency and emotion of the complaints, Samsung may want to consider
    engaging in some “crisis management” contingency planning. The classic example of
    good crisis management is Tylenol. A recent example of bad crisis management is BP.

    Most firms are reactive, not proactive to “bad things,” including negative consumer
    feedback. In a sense it is a form of “pay me a little now or pay me a lot more, later.”

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