Not that long ago, a major mobile phone carrier had an effective advertising campaign with a catchy slogan. Yet, I found their slogan troubling. It was troubling in that their banner, “We have fewer lost calls” left with me an impression that “we’re not as bad as the other guys” was written with the intent to establish a positive differentiator of quality and reliability. My reaction then was that the goal was to be the best of the bad, or cream of the crap. Upon reflection, I realized that the problem was with me, and in fact, the carrier’s message was the right one. This carrier was actually speaking the language of quality, not of spin (as I confess was my reaction). Quality is measured by the likelihood of failure against a specification. In their case, our case, it was a message that what mattered to the customer was continuity of service and there is a probability that that service will be interrupted, and the best do it fewer times. The carrier must have studied Dr. Noriaki Kano and realized that in some cases, the best can mean fewer defects, and failures against a basic requirement can only bring dissatisfaction. For the basic requirement of service availability, a service unavailability measure is the right metric and satisfaction is not achievable, that is, zero defects can bring only zero dissatisfaction.
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