SAMSUNG ELECTRONICS CASE STUDY
Group 2
Samsung Electronics
Executive Summary
Recent quality related issues have put Samsung Electronics, one of the world’s largest technology companies at risk. These quality concerns, spiked through recent recalls and external complaints, have generated a flow of bad news coming to the desk of quality director Kevin Sarni. The issues most commonly found within the complaints related to display issues, customer service support, faulty electric components, audio, and safety. Of the main issues, display and customer service support appeared to be the most detrimental. Once the patterns and themes became visible, Samsung and its quality director Kevin Sarni were challenged with immediately identifying root causes. This was not an easy task, although with the help of a Six Sigma Black Belt consultant, Sarni was able to begin further qualitative analysis to determine where action is necessary.
Problem Identification
In April of 2012, Samsung Electronics, and its quality director Kevin Sarni faced a number of quality related problems with their LCD televisions. The problems first surfaced after a recent LCD TV recall. Shortly thereafter, complaints were generated through other sources online, as well as Samsung’s internal complaint database. ConsumerAffairs, the main source of external customer complaints, was an independent consumer news and blogging website. Sarni couldn't believe the emotions encapsulated within the complaints found on ConsumerAffairs, and was concerned about the public quickly developing a negative perception of Samsung’s products. In the past, Sarni had worked specifically on quantitative manufacturing data and therefore, lacked experience with the analysis of qualitative measures. Samsung’s dwindling quality and increasing number of complaints had to be stopped, and as the quality director, Sarni knew he had to attack them, but was faced with the question of how to do so.
Problem Analysis
After further analysis of the
Samsung Electronics
Executive Summary
Recent quality related issues have put Samsung Electronics, one of the world’s largest technology companies at risk. These quality concerns, spiked through recent recalls and external complaints, have generated a flow of bad news coming to the desk of quality director Kevin Sarni. The issues most commonly found within the complaints related to display issues, customer service support, faulty electric components, audio, and safety. Of the main issues, display and customer service support appeared to be the most detrimental. Once the patterns and themes became visible, Samsung and its quality director Kevin Sarni were challenged with immediately identifying root causes. This was not an easy task, although with the help of a Six Sigma Black Belt consultant, Sarni was able to begin further qualitative analysis to determine where action is necessary.
Problem Identification
In April of 2012, Samsung Electronics, and its quality director Kevin Sarni faced a number of quality related problems with their LCD televisions. The problems first surfaced after a recent LCD TV recall. Shortly thereafter, complaints were generated through other sources online, as well as Samsung’s internal complaint database. ConsumerAffairs, the main source of external customer complaints, was an independent consumer news and blogging website. Sarni couldn't believe the emotions encapsulated within the complaints found on ConsumerAffairs, and was concerned about the public quickly developing a negative perception of Samsung’s products. In the past, Sarni had worked specifically on quantitative manufacturing data and therefore, lacked experience with the analysis of qualitative measures. Samsung’s dwindling quality and increasing number of complaints had to be stopped, and as the quality director, Sarni knew he had to attack them, but was faced with the question of how to do so.
Problem Analysis
After further analysis of the