Access and availability of Quality 4.0 based tools, techniques, and technology has increased over the past two decades. Organizations have benefitted from it in multiple ways across industries. The customer experience is also impacted particularly when the integration of Quality 4.0 and human error intersects. A reflection of lived experiences and mistake proofing techniques as a lens provides inspiration about how to best leverage error proofing through Quality 4.0 and person to person interaction. 

Introduction 

I love how quickly brainstorming can be converted to an affinity diagram via artificial intelligence (AI) or what I like to call AI assistance. I remember spending my lunch time categorizing Post-Its while the team enjoyed a rest break. Thanks to AI, we can add some time to that rest break, and I can join them!

In contrast, I discovered my Known Traveler Number (KTN) didn’t show up on my boarding pass. No problem. I went into root cause analysis mode and just like that, found the culprit glaring on my profile page – date of birth (DOB) entered incorrectly. Cool, no big deal. I will change it. So, I did. KTN is bound to appear on my boarding pass now, right? Wrong. 

Measures were designed (error proofing) in that prevented me from changing it. Okay, I will call customer service. Did that. Answered the security questions. The agent (a human) assured me the correction was made to my account. I checked my account moments later.

Correction made. Cool. I check in online. View my boarding pass. No KTN…

Root cause unverified. Unfounded. I thought I had it. I review the data again. More time investigating. Profile is correct. Personal info looks good. KTN correct and current. Everything is accurate in my account… Time to go to Gemba (the real place or in my case, the airport). I decide to spend time in line so I can speak to a ticket agent. Live. There must be something that was overlooked. 

So, I do just that. Twenty minutes in line and boom—even though my date of birth showed up on my account page it didn’t show up on my existing return flight and therefore my KTN didn’t print on my boarding pass. Why? Mistake proofing techniques prevented my KTN from printing on my boarding pass. Why? The DOB didn’t match the DOB on my KTN profile. Why? I entered the wrong date of birth on my profile page. Root cause validated! The solution? The agent manually changed and reprinted the boarding pass after I showed her my photo ID and proof of KTN. Issue resolved. The problem has not reoccurred!

This experience left me with this question: what are the limitations of quality 4.0 and what impact do these limitations have on the perspectives of quality - namely customer experience? 

Quality 4.0 and Customer Experience

Quality 4.0 refers to the “digitization of quality management to encompass processes, technology, and people” [1]. This definition implies that Quality 4.0, or digital transformation as it is often coined, [2] is not designed to eliminate people or processes but to continue to meet customer expectations through the best applications. The benefits are varied from operational flexibility to improved reliability of products or services [1]. 

The benefits of Quality 4.0 are driven significantly by the customer perspective. In other words, to what degree does Quality 4.0 meet or exceed their expectations [3]? In this case, we are referring to the end use customer (or consumer). When you consider the values of Quality 4.0 and the customer perspective of quality, harmony is the aim. Moreover, the improvement aspects of quality 4.0 and the capacity to intervene before a defect occurs can take on different forms. Mistake (error) proofing is an improvement technique that reminds customers – and suppliers alike - that human variation is a reality, and simple yet effective ways to narrow the risk of inadvertent mistakes are available [3].

This reminds me of the management of long-distance races. The runner (customer) sets a goal and anticipates success long before the go live moment happens. When that moment hits (and it is a quick moment) you are expected to meet the moment and the finish line. Quality 4.0 doesn’t replace the effort but is instrumental in the process. For example, the digital clocks and timing chips keep track of the time in case your smart watch loses its charge. The clocks are visible and strategically placed on the course. This is especially important if you are aiming to capture a personal best or qualify for that monumental race that requires a minimum time. 

When Quality 4.0 is too slow

The benefits of Quality 4.0 working with and through people, processes, and technologies is noted. What about those instances when Quality 4.0 is disrupted or not used, and customer satisfaction suffers? Well, I have a memory of one of those few but impactful moments. 

I marvel at one of the outcomes of Quality 4.0 when it comes to getting a receipt – cost avoidance. The equipment, systems, and processes working in harmony reduces the need for paper and provides a satisfier for the customer – instant record of the transaction to their email address. I must admit, there was a time when I demanded a printed receipt due to lack of trust in – you guessed it – the automated process. Hear my case before you judge me.

I rented a car for a few days and returned it late in the evening. Instead of meeting the attendant at the return area and getting the usual scan and leaving the keys in the car, I followed the alternative process which was to return the keys to the drop box. No problem. The receipt will land in my inbox overnight or the next day…

Three days elapse and I get an email – from the rental company stating they have not received the rental return. My heart drops and then I think – wait – I will just pull my receipt. Well. No receipt was emailed. Not good. I returned the keys. I don’t have a receipt. Did the car ever get scanned? Did someone take the car keys and take off in the car?

Once I stop going back and forth on possible causes, I remember that the rental location was not far away, so I visit the site and speak to the manager. After explaining, he points at a space near me. Lo and behold a clipboard. No scanner. No fancy technology. We take a look. I was able to match my confirmation number with the manual check in that an associate signed off on – thank heavens! Unfortunately, I had to wait two weeks for the extra charges to be credited back to me because it was already in the system as the customer service rep explained over the phone. Lesson learned. To this day, I don’t leave the rental car facility until the automated receipt arrives in my inbox.

Opportunities to work together 

That experience taught me that while the fast, enabling technology of the e-receipt has its benefits, human error is still possible. The people who design, operate, and maintain Quality 4.0 based tools (and the manual ones) are essential to automated technology’s overall effectiveness. What was common to all the lived experiences presented was conversations. Human connection enabled me (the customer) and the supplier of the service to identify and validate what caused the event and apply the most effective response.  

Once again, I am reminded of a key benefit of mistake proofing – intervening through visual, vocal, or automated means before an error happens. While variation still exists, my confidence in Quality 4.0 is steadfast because of one fact: variation still exists. I believe it is the glue that connects us and nudges us to continue to ask why and collaborate with each other to identify, isolate, explain, and eliminate what caused the issue in the first place. It motivates us to continue to evolve and produce breakthrough solutions that improve the customer’s quality of life. 

I think of an automated sign I encountered while completing a long-distance race. It made me and others laugh and broke up the am I done yet thoughts. Moreover, the homemade sign had the same effect, and it made me imagine that my grandmother would say the same to me if she were holding the sign herself. That sign had no fancy design team – just the handy work of a well-wishing stranger   – but I greatly appreciated the memory that was inadvertently designed in. The digital clocks and timing chips are worth the race fee and vital for the runners who expect accuracy. The volunteer (human) pacers in front of me really step up the accountability as they cheer you on. 

References 

[1] Saihi, et. al, 2023, Quality 4.0: leveraging Industry 4.0 technologies to improve quality management practices –a systematic review. International Journal of Quality & Reliability Management vol. 40 (2): 628-650.

[2] American Society for Quality, “Quality glossary of terms”, April 24, 2024.https://asq.org/quality-resources/quality-4-0

[3] Evans & Lindsay (2017). Managing for Quality and Performance Excellence, 10^th Ed. Cengage. Boston, MA.