UNIVERSITI UTARA MALAYSIA

SECOND SEMESTER SESION 2021/2022

(A212)

BJMQ(C) QUALLITY MANAGEMENT

GROUP ASIGNMENT 1

TOPIC: DISCUSS THE STRATEGY TO SUSTAIN PRODUCT RELIABILITY

SMARTPHONES : COMPANY SAMSUNG

PREPARED BY: GROUP 3

LECTURER: DR HALIM BIN MAD LAZIM

NAME MATRIC NO.

NAZRUL HAZIM BIN SULEIMAN 280743
CHE SHAH MIRA BINTI CHE SHAMSUM 278934
NURUL NAJIHAH BINTI JURAIDI 280800
NG HUI QI 279206
TEE CHEL YIN 277872

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Contents

1.0 Introduction...................................................................................................................................3
Definition of Product Reliability.....................................................................................................3
2.0 Strategy to Sustain Product Reliability........................................................................................3
2.1 Checking Regularly with Customer Feedback........................................................................3
2.2 Create a positive and supportive workplace culture...............................................................4
2.3 Manage customer expectation..................................................................................................6
2.4 Keep information flowing both ways........................................................................................7
3.0 Conclusion....................................................................................................................................10
References..........................................................................................................................................12
Appendix............................................................................................................................................13

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1.0 Introduction

Definition of Product Reliability

As the name suggests, reliability refers to the likelihood that a product or piece of

equipment will work as expected for a specified period of time under normal use. As a result,

quality and reliability go hand in hand, but reliability goes beyond that. The quality of a

product or service is concerned with its initial performance, whereas the reliability of the

product or service is concerned with its continued performance over time. It is possible that a

product that performs better in the beginning may not perform as well later on. When this

occurs, a product is deemed unreliable. Quality and reliability are essential, thus producers

need to focus on producing both of these attributes.

Garvin has emphasised the following three reliability indicators the mean time to the

first failure the mean time between failures and the failure rate per unit time. For example,

these reliability measurements necessitate a product's ability to work for a predetermined

period of time, which means they only apply to long-lasting products. Customers are more

concerned about reliability if downtime and maintenance costs are high.

The following are the strategy that we consider to sustain the product reliability for

our example product (Samsung smartphones) check in regularly with customer feedback, stay

on task with checklist and template, manage customer expectation pre-emptively and keep

information flowing both ways.

2.0 Strategy to Sustain Product Reliability

2.1 Checking Regularly with Customer Feedback

In order to sustain Samsung Smartphone Company, they need to improve the services

offered by alert and take action on what customers want and need by checking in regularly

with customer feedback. By serving consumers with the best quality goods and services,

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Samsung actively listens to customers via multiple channels, analyses the data obtained, and

supports a sustained quality innovation movement. All examples of VOC management for

customers included in-depth interviews, regular quality meetings, ranking and rating surveys

and satisfaction research.

Following 5 Dimensions of Service Quality stated that responsiveness is willingness

to help customers and provide prompt service. It is vital to respond to client enquiries and

complaints as promptly as possible, especially in today's fast-paced environment. Even if

customers are slow to respond, responsiveness applies. Respond as soon as possible to let

them know you're working on their request. Responsiveness demonstrates to your clients that

you are actively listening to them and attempting to answer their needs. Samsung’s Company

needs to value their customers who are willing to share feedback with creating claim

management procedures. This flow demonstrates failure analysis strategies for increasing

customer satisfaction, which involve collecting quality claims, analysing them, devising

remedies, and taking corrective action by accurately pinpointing consumer dissatisfaction

with the goods.

As a consequence, claims are correctly resolved while avoiding recurrence of the

same issues, resulting in superior product quality and reputation. After your consumers utilise

your product or service, you will be able to learn about all of the benefits, drawbacks, and

their genuine experience. As a result, their feedback helps you guarantee that the final

product meets their expectations, solves their issues, and meets their needs.

2.2 Create a positive and supportive workplace culture

Employees are encouraged to be safe, progress, and accomplish their dreams in a

happy work atmosphere. These environments are good for a motivated workforce because

they encourage employees to reach their full performance. A wonderful working environment

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may be created by companies focused on their current community, stimulate opportunities for

workers, and make employees feel comfortable and satisfied. This is because the

characteristics of the work environment can lead to workplace performance and employee

engagement (Indeed Editorial Team, 2021).

A motivated workforce with a strong sense of purpose produces the best work. A

corporation might find out that the receptionist you hired was never given a copy of the

company's policies and has been making ends meet by for the past two weeks, or that the

once-energetic salesman has sagged owing to personal concerns. Besides, build a society or

culture that lets a corporation to openly discuss what's holding it back with its people.

In addition, in a company where employees wear numerous hats, simply re-

emphasizing the importance of customer service and giving them the opportunity to put it

first can work wonders. The processes you put in place to motivate your team and keep

employees focused on the consumers are what determine the trustworthiness and correctness

of your services. It will take some time to establish a healthy environment and facilities for

your staff, but it will provide the longevity and consistency you require to be dependable (5

Strategies to Achieve More Reliable Service, 2016).

To further explain my points, Samsung is the most suitable company to use for the

example of the working environment of the company. This is because the majority of

Samsung employees think the company's culture is positive. The majority of participants

from the employees of the company say that the pace of work at Samsung is manageable.

Around 57 percent of Samsung employees work 8 hours or fewer per day, while 13 percent

work a day that is greater than twelve hours (Comparably, 2022). Besides, in comparison to

57 percent of employees at a typical U.S.-based company, 72 percent of employees at

Samsung Semiconductor, Inc. believe it is a fantastic place to work (Great Place to Work,

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2018). Apart from that, the management of the Samsung company is transparent, and there is

a large cafeteria and gaming arcade for relaxing. The corporate rules are solid, the appraisals

are fair, and they get a good wage raise and bonus every year. Hence, the employees at the

company say that the company is a pleasant working environment and culture (Ambition

Box, 2021).

Overall, based on all the reviews from the employees of the company, it’s quite clear

that Samsung is a company that has a positive and supportive culture. Therefore, having these

types of culture will help the company to increase their monthly sales or increase the higher

of profit that the company earns. This is due to the fact that many customers will trust in the

company's attitudes and surroundings, leading them to purchase the company's product.

2.3 Manage customer expectation

Customers have expectations for what will happen if they purchase a product or use a

service. Before making a purchase, customers gather and assess information about a product, which

influences their perception of the item's reliability. (Indeed Editorial Team, 2021)

Customers will sometimes disregard whatever your item can and cannot accomplish and yet

leave a negative rating for what you don't provide. While some consumers are just irritated, many

others are dissatisfied due to a genuine misunderstanding. (5 Strategies to Achieve More Reliable

Service, 2016) Therefore, clear communication about service and product capability could go a long

way toward avoiding these problems.

So, there are some things that a company can do to make sure customers' impressions

match their expectations of their goods and services. The first thing that a company can do is, on the

website, keep product or service specifications easily accessible and always available on the website.

Next, examine sales materials to confirm that the information is correct so it can avoid any

misunderstanding with customers. The third way is that staff should be well-versed in product

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specifications by giving training and development to maintain the quality of employees. Moreover, a

company can identify and answer common misunderstandings on FAQ pages to overcome customer

problems. Last but not least, customers whose requirements aren't met with company goods and

services should be given resources and references to other customers. Therefore, these procedures

can significantly improve your customers' perception of your capacity to deliver on your promises.

(Ambition Box, 2021)

To illustrate my point, Samsung is a very good example in managing customer expectations.

Samsung has implemented a number of strategies to meet customer expectations. Samsung

prioritises customer connections and engages in a lot of technological and proactive quality

partnerships, including qualified help, performance improvement, and issue management,

requirement management, and project management. According to Samsung's current long-term

ambitious strategy for "Quality Design," the company will create a symbiotic business structure to

provide the greatest customer service. Samsung listens to customers through a variety of channels

and analyses the data it collects in order to deliver the greatest goods and services attainable by

pursuing sustainable long-term quality innovation strategy.

VOC management with consumers might include interviews and surveys with costumers,

rankings and rating, as well as quarterly quality assessment meetings. (Customer Service | Support,

n.d.) When you visit Samsung's website, they always have stock on their website, and their website

is able to let customers give feedback, comments, and FAQs on their website. Additionally, Samsung

has also well trained their staff that they have knowledge regarding the products and are willing to

help customers if they meet any help. Thus, Samsung has played a good role in showing how they

manage customer expectations.

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2.4 Keep information flowing both ways

Words are a modest portion of interpersonal communication. Other communication

methods are often overlooked. Information flow is the exchange of data between people, processes,

and systems. Businesses must build methods and systems to collect data from all departments,

locations, shop floors, and units. When accurate and trustworthy information is made available to

relevant workers throughout the organisation, it promotes communication and cooperation across

departments and locations and helps employees to make better educated choices. Keep the

information flowing both ways correctly will help in the sustaining product reliability because to

create a new product or make improvements to a product, it must have objectives and feedback, so

the goals or feedback need to be communicated clearly and easily understood by the staff otherwise

the manufacturing processing or product improvement will not achieve the desired objectives.

There are a few types of the communication channel. Firstly is verbal (In-Person)

communication. To lessen the number of misunderstandings that may result from its absence, face-

to-face contact must be maintained in the workplace whenever it is feasible. When you have a

conversation with another person on a one-on-one basis, both of you have the chance to see and

hear the bigger picture. Secondly is body language & facial expressions. Your facial expressions and

body language play a vital role in deciding the success or failure of your attempts to communicate

with other staff members. Maintaining eye contact with someone who speaks or listens to you can

help them feel valued. When people at a meeting keep their arms at their sides and maintain a

relaxed posture, it is easier for employees to feel comfortable in the setting. Thirdly is a phone

conversation. The vast majority of business days cannot function without using a telephone in some

capacity. Certain persons on the team look forward to phone discussions with the other team

members. Because they have such a powerful aversion to it, some individuals put it off until the very

last minute before dealing with it. If the staff you manage is spread out across a large geographical

region, whether a state, a nation, or the planet, the phone will be an essential component of your

communication toolset.

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 You will gain a competitive edge, enhance productivity, speed up processes, and workers will

be able to focus on more value-added jobs, build a corporate IQ, and make better judgments if

information and communication flows simply and understandably. But what if the information and

conversation being exchanged is unclear and misinterpreted? Inability to obtain information when

needed, time spent on data reconciliation and report preparation, inability to quickly refer to

records and track trends, inability to provide information to the right people to make informed

decisions, and inability to set business rules and company-wide policies will all be consequences of

this. As you can see, keeping communication open in both directions has a huge impact on

sustaining the product reliability. (cHRysos HR Solutions, 2022).

To illustrate my point, Samsung uses emails and internal message boards to interact mostly

electronically inside the company. Different departments send emails to each other to provide

important information regarding product improvements and service information. All product

information has been moved to an internal network of computers so that employees may access it

easily and quickly (Dawson, 2012). Samsung's UK office uses Skype and other types of video

conferencing to interact with their product designers and senior management team in South Korea.

Employees are notified of meetings through telephone calls and emails well in advance. Important

papers are also sent by snail mail between offices in different regions of the globe (Chai & Kim,

2012). Fax machines, on the other hand, are commonly used to transport papers from one office to

another. As a result, Samsung employs high-tech communication methods that are both reliable and

secure from the prying eyes of rivals and competitors. The WAN connects the internal network of

computers, ensuring that no information is leaked to the outside world. Employees also use

WhatsApp to send short text messages since it has outstanding encryption capabilities that

safeguard the privacy of communications sent between two or more persons.

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3.0 Conclusion

The company says that customers are more concerned about reliability if downtime and

maintenance costs are high. Garvin's 5 Dimensions of Service Quality: Responsiveness demonstrates

that you are willing to help customers and provide prompt service. Samsung's Company needs to

value their customers who are willing to share feedback with creating claim management

procedures. As a consequence, claims are correctly resolved while avoiding recurrence of the same

issues, resulting in superior product quality and reputation.

The processes you put in place to motivate your team and keep employees focused on the

consumers are what determine the trustworthiness and correctness of your services. Samsung is a

company that has a positive and supportive culture. This is due to the fact that many customers will

trust in the company's attitudes and surroundings, leading them to purchase the product. There are

some things that a company can do to make sure customers' impressions match their expectations

of their goods and services. For example, clear communication about service and product capability

could go a long way toward avoiding these problems.

Samsung listens to customers through a variety of channels and analyses the data it collects.

Customers whose requirements aren't met with company goods and services should be given

resources and references to other customers. According to Samsung's current long-term ambitious

strategy for "Quality Design," the company will create a symbiotic business structure to provide the

greatest customer service. Keep the information flowing both ways correctly will help in the

sustaining product reliability. Face-to-face contact must be maintained in the workplace whenever it

is feasible.

Your facial expressions and body language play a vital role in deciding the success or failure

of your attempts to communicate with other staff members. A phone conversation is an essential

component of your communication toolset. Samsung's UK office uses Skype and other types of video

conferencing to interact with their product designers and senior management team in South Korea.

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The WAN connects the internal network of computers, ensuring that no information is leaked to the

outside world. Employees also use Whatsapp to send short text messages since it has outstanding

encryption capabilities that safeguard the privacy of communications between two or more persons.

Different departments send emails to each other to provide important information regarding

product improvements and service information.

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References

Simplesat (March 2022). 5 strategies to achieve more reliable service. Retrieved from 28

May 2022 from https://www.simplesat.io/customer-feedback/5-strategies-to-achieve-more-

reliable-service/

Samsung (February, 2021) Ambition Box. Retrieved from 28 May 2022 from

https://www.ambitionbox.com/reviews/samsung-reviews

Comparably (February, 2022). Samsung Comparably. Retrieved from 15 June 2022 from

https://www.comparably.com/companies/samsung/

Samsung Semiconductor Global (Disember,2022) (Customer service | Support. (n.d.).

Retrieved from 13 June 2022 from https://semiconductor.samsung.com/support/quality-

support/customer-service

Samsung Semiconductor, Inc. (June, 2018) Great Place to Work. Retrieved from 17 June

2022 from https://www.greatplacetowork.com/certified-company/1120407

Indeed Editioral Team (June, 2021). Positive Working Environment: Definition and

Characteristics. Retrieved from 17 June 2022 from https://www.indeed.com/career-

development/positive-working-environment

Indeed Editorial Team (2021, April 22). What Are Customer Expectations and Why Are They

Important? Indeed Career Guide. Retrieved from 18 June 2022 from

https://www.indeed.com/career-advice/career-development/customer expectations

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HR Solutions Limited, cH. R. H. R. (Disember,2022). Top 10 tips for effective workplace

communication. Retrieved from 21 June 2022 from https://www.chrysos.org.uk/blog/top-10-

tips-for-effective-workplace-communication

Appendix

Figure 1 : A photos of Samsung’s smartphone (Samsung Galaxy S22)

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