Ok, this is one of those posts you might want to ignore or you might enjoy. Before blogs there is little chance this would reach you. But I am tired of seeing the American Customer Satisfaction Index (ACSI) promoted as if it were some encouragement for better management when all it seems to do to me is encourage superficial, non data based claims. And since it my blog I can rant if I feel like it.
ACSI: Flat Customer Satisfaction Suggests Continued Weak Consumer Spending
That is the title of the news release. Are they kidding!! They think a flat American Customer Satisfaction Index (ACSI) reading is going to lead to weak consumer spending? I doubt it. I really doubt it. What data, or theory is that based on? Jeez this whole thing just makes me crazy. Trying to use a index to promote the “importance of quality principles” (ASQ is one of the “sponsors” of this effort) and customer focus in this way – ARGH. It does the opposite – showing people how to misuse numbers. How to overreact to variation. How to compare one dot to another dot and make claims from those 2 dots. I am sure I will make mistakes in my statements but the ACSI has bugged me since it was started with the way it ignores sound quality practices and promotes the opposite of what people like Dr. Deming taught.
“American automakers are narrowing the gap with Asian manufacturers, but they’re still coming in last,” said Prof. Fornell. “Though foreign nameplates just passed domestic cars for monthly sales, Detroit’s Big Three might have an opportunity to take advantage of Toyota’s difficulties in maintaining quality as it increases production. When you make more cars, chances are quality is going to slip.”
I suppose it it possible their was a statistically significant change in the actual consumer satisfaction in favor of the Big Three versus Asian Manufacturers, though I doubt it. But fine, lets say it isn’t just random variation. And heck for a sentence or two lets even accept this measure of “satisfaction” is even meaningful. Why would making more cars mean your quality is going to slip? This seems like trying to say something about numbers when you don’t really have anything to say. Toyota will make more cars next year, most likely (unless there is a large recession), so is your prediction that their ASCI is likely to slip? Please read Practice and Malpractice in Management Research v 6.0 by Paul R. Carlile and Clayton M. Christensen.
Making a prediction and testing it out would at least be applying some semblance of the PDSA cycle (granted I probably shouldn’t even bring that up as it is such a stretch from a what PDSA really is) – but the concept of PDSA is that it is a learning cycle. You make a prediction based on your theory and then test out your theory. The claim is making more cars means your quality is going to slip (which in the context I take them to mean is equivalent to the ASCI number slipping – otherwise the quote is basically a non-sequitur)?
Continue reading →