Customer Satisfaction In An Ems Company
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Date
2015-06
Authors
K. Suppiah, Thiruchelvam
Journal Title
Journal ISSN
Volume Title
Publisher
Universiti Sains Malaysia
Abstract
Increasing competition in an increasingly globalized world drives the need of companies’ to retain their customers. Ensuring Customer Satisfaction is a key strategic imperative for any company in this battle to retain customers. The Electronics Manufacturing Services [EMS] industry is a large and growing but highly competitive industry. EMS Companies provide a variety of services to Original Equipment Manufacturers [OEMs]. Many OEMs today have completely outsourced their manufacturing operations to EMS Companies, retaining R&D and Marketing functions. Customer Satisfaction in the EMS industry is driven primarily by Cost, Quality and Delivery performance. Enfer Electronics is a leading EMS Company and has in recent months experienced poor Customer Satisfaction performance at one of its sites in South Asia. This site’s recent poor Delivery and Quality performance to a numbers of its customers has put at risk 30% of that site’s annual Sales revenue due to the threat of loss of these customers. This paper intends to identify the primary systemic root causes of the poor Customer Satisfaction performance at this site. Data collection is by cause and effect analyses and extensive interviews with senior leaders in the region. The analyses outcomes are cross referenced against each other to identify the ultimate systemic root causes of the poor performance. Performance information from a sister site in the same region is also obtained as Benchmarks of good performance. This paper concludes with specific, short, medium and long term recommendations for the leadership of Enfer Electronics in the region to improve the Customer Satisfaction performance at the site in question.
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Keywords
Strategic imperative