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A CASE OF FMEA IMPLEMENTATION IN THE

EDUCATIONAL SECTOR AND INTEGRATION WITH


CRM AND QFD CONCEPTS
Runchana Sinthavalai and Napisporn Memongkol

Department of Industrial Engineering, Faculty of Engineering, Prince of Songkla University, Thailand

revealed e.g. incompatible students to work in the specific


Abstract—This paper is an application of Failure Mode and jobs. Particularly, the inefficiency of this process can result in
Effect Analysis (FMEA) to the educational operations. The the negative reputation of the department and students.
process of managing the practical training for students in one of
Briefly, the research could be separated as two phases.
the Bachelor-degree program was chosen as the case study.
Ultimately, the attempt of this research was to improve the Phase I, FMEA was applied to identify and evaluate the failure
process efficiency and reduce the failures of the particular modes that could happen in the particular process. The
process. Only top-five ranked failures were considered to reduce. expected output of Phase I was the prioritized failure modes
By practice, FMEA can be used to pinpoint and analyze the due to the critical situation. The second phase was an attempt
failure modes; however, by itself FMEA cannot reduce the causes to solve the top –five ranked failure modes. The corrective
of failure. Therefore, other concepts were introduced to the
and preventive actions were expected to develop. By those,
research; Customer Relationship Management (CRM) and
Quality Function Deployment (QFD). These two concepts Customer Relationship Management (CRM) and Quality
operated in different angles. Their applications allowed to Function Deployment (QFD) were adopted as the support
improve the process efficiency due to the causes of failure techniques to reduce opportunities of those causes of failures.
reduction. Since some of those failures were stated from the lack
of connection and proper communication with organizations who
offered the places for training. CRM was considered as the wise
II. THE APPROACH
solution and it was applied to improve the efficiency of process
and also to enhance the relationship with those organizations.
A. FMEA Review
Another failure was analyzed as resulting from the lack of student
preparation. Accordingly, QFD was a support tool to design an The technique of Failure Mode and Effect Analysis
intensive course for student preparation. (FMEA) was developed as a method of reliability analysis [3].
It is normally used to identify what potentially could go wrong,
Index Terms—Failure Mode and Effect Analysis, Quality either with a product during its manufacture or end use by the
Function Deployment, Customer Relationship Management
customer. It has been believed that FMEA would improve the
customer satisfaction and the confidence of product and
service reliability and robust.
I. INTRODUCTION
The steps of FMEA could be briefed as a series of; analysis
The attempt of this paper was to introduce the Failure of the process and sub-process, identifying the potential failure
Mode and Effect Analysis (FMEA) to the operations in a modes, assessing the effects of each failure, examining the
higher education. This introduction could be considered as a causes of each failure, identifying the current controls for the
set in a new direction since the main applications of FMEA are detection of the failure modes. Consequently, the Risk Priority
in industrial production of machinery, motor cars, mechanical Number (RPN) is determined. RPN is an index obtained from
and electronic parts [1]. FMEA is a qualitative tool to the multiplication of three parameters; Severity, Occurrence
determine the critical failure mode [2]. Therefore the and Detection. Those could be discussed in detail as [2] [3].
reliability of system or process could be improved since those 1) Severity of effect is the likelihood of the customer
failure modes are considered and ideally reduced. In this noticing the failure or the level of worst results, particularly in
paper, FMEA helped to highlight the failure modes in the terms of safety and system functionality
process of managing the practical training for the students in 2) Occurrence is the likelihood of a specific cause which
one of the Bachelor-degree program. The potential process will affect to the potential failure mode
was selected due to several reasons. For example, there are 3) Detection is the degree of existing control plan or
many groups of people joining the process; students, lectures, verification program in order to pinpoint the potential failures
staff and organizations who provide the places for training. before they occur.
Some inefficient operations could be stated e.g. no proper data After examining the failure modes, the higher the risk
collection, no standard process. Plenty of complaints are number, the more serious the failure could be, and the more

978-1-4244-2289-0/08/$25.00 ©2008 IEEE


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important that the failure mode be addressed [4]. The action III. RESEARCH ACTION: PHASE I
plan should be taken to eliminate the potential failure modes. Practical training is taken as part in the curriculum for
B. CRM Review Bachelor-degree students in the department of Industrial
Engineering, Prince of Songkla University, Thailand. The 3rd
Customer Relationship Management (CRM) is the
methodology enabling an organization to manage customer year students are required to train in the organization for
relationship and consider the customer expectation to ensure approximately ten weeks. The purposes of training are to
customer retention, a long-term relationship and ongoing learn, practice and experience in the actual work place. As
alignment with dynamic customer needs [5], [6], [7]. CRM been mentioned, this process could be considered as the joint
emerges due to the basis that it is important to get closer to the operations by department staffs, students and organizations
customer and create the loyal customer [5]. who offer training. Primarily, the research team started
There are many influences affecting the developments on developing the flow process chart, as in Figure 3. This is based
CRM concept divergently [8], including the CRM activities. on the student’s view point. There are nine sub-processes and
Figure1 presents one of the models for the CRM activities [7]. by those, there are fifteen failure modes identified.

Developing the
measurement system for
CRM success

Managing privacy issues

Managing channel for


enabling information and
knowledge sharing

Developing customer
experience

Using data to analyze


who is the targeting
customer

Creating the database for


customer activities

Fig.1 CRM activities

C. QFD Review
The Quality Function Deployment (QFD) is a quality
management technique which aims to improve the product’s
quality according to the customer requirements [2]. QFD Fig.3 Flow chart of the particular process
works well for translating the ‘voice of customer’ into the
design requirements including company operations. As reference [1], the most important aspect of FMEA is the
QFD is comprised of four matrixes and the first matrix, evaluation of the risk level of potential failures identified for
called as House of Quality (HoQ), is the most significant one. every sub-process. The risk parameters to comprise the risk
Some cases only apply the first matrix. Figure 2 represents the
level are Severity (S), Occurrence (O) and Detection (D).
basic element of HoQ. Within the HoQ, the input parameters
However, there is no standard for the choice of scale ranking
are customer’s needs and the output parameters are technical
[1]. In this case, the team developed the numerical scales for
specifications of the product or service [2]. Output parameters
of HoQ are input parameters for the next matrix. these factors divisively as been presented in Table I, II and III.
TABLE I
EVALUATION CRITERIA FOR FAILURE SEVERITY

Interrelationbetween Severity level Evaluation criteria Severity


Technical Descriptions Very High Student: Cannot complete the job 5
assigned / Fail the examination
Technical Descriptions Factory: Feel strongly un-satisfaction
High Student: Complete the job improperly/ 4
Customer Prioritize Low score in the Examination
Requirements Customer Factory: Feel un-satisfaction
Medium Student: Can complete the job but long 3
RelationshipsMatrix Requirement time taken
Factory: Feel disappointed
Low Student: Can complete the job with 2
some advises
PrioritizedTechnical Descriptions Factory: Feel disappointed
Fig.2 Basic elements of HoQ Very Low Student: Feel inconvenient to complete 1
the job and need some attempt
3

TABLE II IV. RESEARCH ACTION: PHASE II


EVALUATION CRITERIA FOR OCCURRENCE
For the top-five failure modes ranked, the team needed to
Probability of failure Evaluation criteria Occurrence identify the actions that could prevent the failure, reduce the
Very High More than 1 in 2 5 rate of occurrence and increase the detection. The team
High Between 1 in 2 to 1 in 4 4 developed 5Why analysis and found that almost failures
Medium Between 1 in 4 to 1 in 10 3 (failure mode 1, 2, 4 and 5) were stated from the improper
Low Between 1in 10 to 1 in 20 2 communication and connection between the department and
Very Low Less than 1 in 20 1 organizations. This can affect to the delay for students to get
useful information prior to their training. In the worst case,
student could not get any information. Besides, the failure
For severity, the team emphasized on two issues; student
mode 3 pointed out the need for the student preparations
performance and organization satisfaction. For occurrence,
before their training. Thus, the possible ways to reduce those
the team worked on collecting the historical data about student
failures could be summarized as two parts; developing the
experiences on those failures. Therefore, the data collection
connection with organizations and getting student prepare
was conducted by surveying sixty-one students who
themselves for the training.
experienced in training. For the last risk parameter to evaluate
The team critically analyzed the methodologies and
the detection, the team stated that the greater scale is to allow
concepts to apply in this phase. Then, two key concepts; CRM
the failure happens without student notice and detection.
and QFD were selected. Both principal concepts would be
TABLE III
adopted in different angles of this research as represented in
EVALUATION CRITERIA FOR FAILURE DETECTION Figure 4.

Failure individuation Evaluation criteria Detection


Data Gathering
Very Low Cannot predict and no detection 5 from the
organizations
Low Difficult to search information 4
prior to predict and no detection
Medium Can search information prior to 3
predict but no detection
High Available information prior to 2 Managing the organizational
Identifying the training job,
predict but no detection profile and Identifying the
preferences and complaints on
ways to make a connection
Very High Can predict and detect 1 the trainee performance
and relationship

Consequently, all the failures were analyzed and severity,


Applying QFD to prioritize
occurrence and detection of them were obtained from the Applying CRM concept to
modules, knowledge and skills
enhance the relationships
standard criteria. RPN for each failure was illustrated. To required in the training

improve the reliability of the process, the team decided to


focus initially on top-five ranked RPNs, which were concerned
Strategies to enhance the An intensive course getting
as critical risk. Table IV reports top-five ranked RPNs. relationships student ready for training

TABLE IV Fig.4 Applications of CRM and QFD in Phase II


TOP RANKED FAILURE MODES

Process Failure S Cause O D RPN A. Data Collection


Performing Student inability 5 Unknown job 5 3 75 Data collection was primarily required before applying
the training to complete the types Mode1 CRM and QFD to the research. The data-gathering instrument
job assigned
was a questionnaire consisting of three sections. Section one
Performing Student inability 5 Unskilled job 4 3 60
the training to complete the Mode2 asked for the profile of the respondent organizations, including
job assigned the ways to communicate and enhance the relationships.
Performing Student inability 5 Lack of 4 3 60 Section two asked for the historical data in offering the places
the training to complete the preparation Mode3
for trainings and also the potentials in the future. This includes
job assigned
Allocating Unmatched 3 Lack of 5 4 60
the preferences on the student trainings and complaints from
students students to the job information from Mode4 experiencing with student performances. Section three aimed
organizations to determine kinds of job, relevant modules, knowledge and
Allocating Unmatched 3 No alternative 5 4 60 skills that are required in the training. Indeed, the data
students students to the job choices to match Mode5
gathered in section one and two were attempted to contribute
CRM application in this research; whereas data in section three
were observed for the analysis in QFD approach.
Pilot testing was undertaken to ensure that the questions
were comprehensible and possible to complete, in particular in
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section three. The measurement scales in this section are analyzed each one for its possibility to apply in this case.
ranging from 1 to 5; whereas 1 denotes slightly important; and Thirteen strategies are selected. For example, developing the
5 denotes very important consistently to the choice of job or appropriate database, setting up the process of handling
knowledge to the training. The Cronbach’s alpha score for key complaints, considering the customer retention and searching
aspects in section three is 0.9269 that excesses 0.7. for the potential customer, customizing as organizational
The questionnaires were sent to the organizations that preferences. Those strategies were allocated for the groups of
offered trainings in 2006 (a recent year before researching). organization differently; in particular the group I is the key
Sixty-one questionnaires were distributed and twenty-one customer. Indeed, the team also focused on other three groups
questionnaires were responded. It was 34.53% responsive rate. of customer based on the CRM concept; Old customers, Future
B. Applying CRM to the case study customers and Competitor’s customers. Since these groups of
The need to develop the connection between the customer could be seen as potentials, some strategies were
department and organizations could be stated from the allocated.
problem of current practice. The process of contacting
organizations and asking for the places for training repeats
with the difficulty and inefficiency. The critical weakness
could be claimed as two points. Firstly, there was no proper
database to collect the useful and historical data, information,
including the organizational profiles. Secondly, there was no
process for listening the organizational requirements or even
dealing with complaints. Subsequently, there were some Fig.5 Matrix for prioritizing organizations
complaints about incompatible students to work in some jobs.
For example, some organizations need the strong and hard-
work trainees to work in the shop floor; some jobs require the C. Applying QFD to the case study
knowledge for some computer programs. Quality Function Deployment (QFD) is considered as a
These pinpointed the interest of getting closer to the way to incorporate knowledge about the needs and desires of
organizations and establishing the long-term relationship. customers into the states of design, manufacture, delivery and
Indeed, the good and long-term relationship between the support of product and service [3]. Figure 6 presents four
department and organizations can further develop for other matrixes, which are contributed to QFD.
cooperated works (e.g. researching). Feedback and knowledge
sharing from organizations are also seen as valuable
knowledge sources pinpointing the improvements of the
organization. Thus, the attempt of this part is to develop a
strategy to attract and retain organizations to offer the training
Customer’s

for students annually.


needs

CRM is considered as a wise activity to improve the


process efficiency. Then, CRM concept was ascertained. There
Fig.6 Matrix for prioritizing organizations
are many influences affecting the development of CRM
concept divergently [8]. However, it is necessary to state that
However, the adaptation of QFD in this research resulted
CRM in higher education is approached differently due to the
in creating two interlinked matrixes. Figure 7 represents the
nature of non-profit organizations.
application of QFD in this research. Within HoQ I, the input
The process started with creating the database of the
parameters were departments that students were trained, and
organizational data and information, and training profiles.
the output parameters were job characteristics. Weight of each
This includes the organizational requirements or preferences
department was determined by the ratio of students working in
on the trainees in order to approach the organizational
the particular department to all training students (data analyzed
satisfaction. Indeed, those data were stated from section one
from section two in the questionnaire). The relationships
and two in the questionnaire.
matrix in HoQ I was to determine the job characteristics prior
After that, the data were required to analyze who is the
to its importance to the training departments (data analyzed
targeting customer and how to build the relationships. Two
from section three in the questionnaire). Then, the absolute
factors are employed to prioritize the key customers; the
importance of each job characteristics was calculated and 50%
amount of students trained within an organization and the
of the job characteristics ranked by their absolute importance
score of training benefit evaluated by student. By using the
were selected and delivered into HoQ II.
simple matrix for those issues, the organizations are classified
The purpose of HoQ II was to evaluate the modules,
into four groups as presented in figure 5. Each group would
knowledge and skills contributed to student performance (data
be treated differently.
analyzed from section three in the questionnaire and the course
The team summarized nineteen CRM strategies and
curriculum). By HoQ II, the modules, knowledge and skills
5

improve the efficient process of acquiring places for training


students and to enhance the good relationships with the
organizations. Besides, QFD in its ability to help in design an
intensive course for getting students prepare themselves for the
Weight for each
departments

training.

ACKNOWLEDGMENTS
The authors are pleased to acknowledge the financial
support for this research by Faculty of Engineering, Prince of
Songkla University Research Fund and partially financial
support from Prince of Songkla University, Thailand.

REFERENCES
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characteristics
Weight for job

methodology design, implementation and integration with HACCP


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robots reliability and quality applying FMEA and QFD approaches,”
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[3] B.G. Dale, Managing Quality. Oxford: Blackwell Publishers Ltd, 1999,
ch.15.
Fig.7 QFD application in this research [4] B. Almannai, R. Greenough, and J. Kay, “A decision support tool based
on QFD and FMEA for the selection of manufacturing automation
technologies,” Robotics and Computer-Integrated Manufacturing,
required for the training jobs were priortized. Those issues 2007.
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importance. Table V summarizes the meaning of each group. medium enterprises: The case of Turkish tourism industry,” Tourism
Management, pp.1-8, 2005.
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[6] R. Kohli, F. Piontek, T. Ellington, T. VanOsdol, M. Shepart, and G.
time as four days. Only modules in group A were developed Brazel, “Managing customer relationships through e-business decision
into the course content. Modules in group B and C were support applications: a case of hospital-physician collaboration,”
given the recommended actions as presented in table V. Decision Support Systems, vol.32, pp.171-187, 2001.
[7] M. Sigala, “Integrating customer relationship management in hotel
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V. CONCLUSION Management J., vol.24, pp. 391-414, 2005.
TABLE V [8] H. Salomann, M. Dous, L.Kolbe, and W. Brenner, “Rejuvenating
MEANINGS OF THE GROUPS OF MODULES, KNOWELDGE AND SKILLS
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customers work,” European Management J., vol.23, pp.392-403, 2005.
Group Meaning Action
A: Very Those modules, knowledge Developing an intensive
Important and skills are significant for course for training the
students to complete the students
training job assigned
B: Moderate Those modules, knowledge Concluding the key topics
Important and skills tend to be and informing students to
important for student training review
C: Slightly Those modules, knowledge Informing students to
Important and skills might need for review
student training

As presented in this research, three methodologies operated


in different phases of research and their applications allowed
to study and improve the efficiency of the particular process in
the educational sector. As Phase I, the most important results
which were extracted from the FMEA analysis were potential
failure modes, their effects and their causes. In other words,
FMEA can help the team to have a priority system for putting
effort to improve the efficiency of the process. Continuing to
Phase II, some techniques to prevent the failure modes or
reduce the causes of failure were considered. Due to the
narrow scope of this research, only top-five ranked failures
were targeted. CRM and QFD were applied to heal those
failures. CRM was adopted due to two key benefits; to

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