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Quality of Experience (QoE) is the foundation for New Quality, Industry 4.0, and beyond.

In the current context of digital transformation, with increasing digitization of products and services that is disrupting industry after industry, the quality discipline is now being challenged to dig deeper and redefine itself. The understanding of Holistic Quality (HQ) as the top line of Quality that goes beyond functional and process quality to include Quality of Experience (QoE) points out the new direction for quality. Now, rather than having a free-standing Quality function, integrating Quality, Product Development, Marketing, and all Operations, into the Quality Management System, has become the ultimate decisive factor influencing shareholder value.

The “Tesla Paradox” illustrates the importance of QoE. In 2023 and for many years prior, Tesla has been regularly at the bottom of the J.D. Power annual Initial Quality Study which measures physical defects in the product. However, paradoxically, the products have just as consistently been at the top of the J.D. Automotive Performance, Execution and Layout (APEAL) study that rates the emotional attachment of customers to their automobiles. The Quality of Experience (QoE) case study of the Tesla Paradox establishes the likely future of the quality discipline to focus on Holistic Quality which encapsulates function, aesthetics, emotion, and transcendent values.

The concept of Holistic Quality cuts across all sectors and industries, from product development to manufacturing to after-sales services. The definition of QoE is “a measure of the delight or disenchantment of a customer (based on direct experience) with a service or product. QoE focuses on all aspects of experience whether directly from the service or product (utilitarian) or indirectly (existential)”.

Thus, New Quality must be based on developing a Quality Management System focused on QoE. QoE Data Analytics is based on unstructured verbal and textual data from customers. The data, obtained from social media and product/service rating sites, is then analyzed using the technique of Aspect-based Semantic Customer Sentiment Analysis. QoE Analytics results can be coupled with standard quality tools such as Quality Function Deployment (QFD) and Kano Analysis to create a dynamic structure of Customer Engagement and co-creation.

by Ben Mejabi

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