Quality and research objectives for Ford’s quality research
programs in Latin America
In 1994–5 Ford Motor Company redesigned its quality research system. Two
main objectives were identified for the quality research program:
1. Collect detailed information from the customer on product quality in order
to supply the Ford Quality Office and the plants with crucial customer
feedback to support Ford’s ‘Find’ and ‘Fix’ strategy. The ‘Find’ and ‘Fix’
strategy allowed Ford to seek and uncover problems in manufacturing and
production operations and rapidly repair or correct defects using key
‘customer-derived’ input.
2. Compare and track Ford’s rank and standing against the competition on
overall satisfaction with the quality and ownership process, number of
Things Gone Wrong, satisfaction with various vehicle and ownership attributes,
as well as a number of key dealership, brand, and non-TGW issues.
In order for Ford to meet its quality objectives and tracking requirements,
the company, in partnership with the RDA Group, a full-service market research
firm located in Bloomfield Hills, Michigan in the United States, developed
a global market research program, known as Global Quality Research
System. The program was developed over a two-year period and was Ford’s
first real attempt at defining a truly global quality research program. The program
included theoretical and analytical development and testing, first in the
United States and then in Europe, South America, and Asia-Pacific. Ford’s
goal was to use the Global Quality Research survey and market research system
wherever in the world Ford had production plants. Direct customer feedback
#Sales Offer!| Get upto 25% Off:
How-to-Analyz….pdf
BP.docx
