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Shitsu vs. Shitsu

In-the-customer’s-shoes quality

Harish Jose
Thu, 11/03/2016 - 13:22
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I had a conversation recently with a quality professional from another organization. The topic somehow drifted to the strict quality standards in Japan. The person talked about how his product is rejected by his Japanese counterparts for “defects” such as small blemishes and debris. The defects meet corporate standards, yet the product gets rejected at the Japanese warehouse. My response was that I felt the Japanese were looking at the product from the eyes of the customer—that the small blemishes and debris negatively impact the perception of quality even if the product is fine.

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In Japanese, the term for quality is hinshitsu (hin = goods, and shitsu = quality). With the advent of total quality management, the idea of two “qualities” was made more visible by Noriaki Kano. He termed these “miryokuteki hinshitsu,” (attractive quality) and “atarimae hinshitsu,” (must-be quality).

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Comments

Submitted by Sean Mitchell on Thu, 11/03/2016 - 11:06

Timely article

We have been discussing this very issue internally. Some of our long time employees occasionally will express frustration with the standards we implement. I often hear 'the customer won't care about that!'; but we have received direct feedback on this and many other perceived quality concerns. It's especially true that today's 'nice to have' is tomorrows' 'must have'. Now all I need to do is figure out how to change the mindsets...

Cheers

Sean

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