The newsletter provides updates from the Chair of the Customer-Supplier Division on recent accomplishments and opportunities for members. Key points include: - The division achieved milestones in 2016 related to the new CSQP certification and member leader training goals. - An article encourages members to get involved in upcoming division activities at the World Conference on Quality and Improvement in May and the ASQ Audit Conference in October. - A featured article discusses how brands should analyze social media data from customers to better understand them and provide more personalized experiences and offers.

1. Inside This Issue
THE PARTNERSHIP NEWS
From the Chair | Jeff Israel
Greetings Team CSD!
I have much to share as 2017 is off to a
roaring start! First, I want to share my immense
gratitude both to our incredible leader team,
as well as the dozens of volunteers who have
joined us, putting their shoulders to the wheel
to attain significant accomplishments in the past
few months! Most notable among these: the
development and rollout of the new Supplier
Quality Professional certification (CSQP), the
CSQP Handbook, and the CSQP certification preparation course. I
am super thankful for everyone who has helped or who continues to
be involved in our quest to be the recognized authority in all things
supplier quality!
Recently I had the honor to represent the Customer-Supplier Division at the February
Technical Community Council (TCC) meetings in Washington, D.C. This was an opportunity
for me to hear from ASQ’s top leadership about the direction and transformation taking
place in ASQ. Just as valuable, to meet and work with other division member leaders as
well as many regional directors representing ASQ’s sections. I can’t remember the last
time I was this excited about ASQ’s vision, or the passion and commitment shared by our
Society’s leaders!
In 2016 we not only achieved our milestones related to the CSQP certification (launch and
new handbook), but also our internal member leader training goals (100 percent)! We saw
improvement in our member leader engagement scores and met our objectives to provide
significant member value.
Speaking of member value, here are a few suggestions to help you take advantage of all
that CSD has to offer in helping you to maximize your membership benefits:
• If you are attending the World Conference on Quality and Improvement (WCQI) in
Charlotte, NC, this May, please make every effort to meet, network, and hang out with
us! (See article in this newsletter about CSD-sponsored activities at WCQI.)
• Pursue attaining the new CSQP certification.
SPRING 2017 | VOLUME 25, ISSUE 1
FEATURED ARTICLES:
ANALYZE YOUR
SOCIAL CUSTOMERS
TO ENRICH CRM DATA
CALL FOR
PRESENTATIONS
DEPARTMENTS:
From the Chair –1–
From the Editor –2–
Certified Supplier Quality
Professional Release –6–
2017 WCQI Highlights –7–
What Happened
to the CSD Roadshows? –7–
2017 Officers and
Committee Chairs –8–

2. The Partnership News
CUSTOMER-SUPPLIER DIVISION | SPRING 20172
• Present for CSD at the 26th
Annual ASQ Audit Conference in Dallas, TX, October 12 – 13.
Contact Chris Riegel, CSD conference chair (CRiegel@griffinwheel.com) if interested.
• Watch your email for CSD’s annual VoC survey. (If you’ve already completed it,
thanks.) We really want to know your needs and how we can help you succeed!
• If you live in the United States and are receiving a printed version of this newsletter by
mail, that probably means you are missing monthly email communications from CSD.
These point you to new content and opportunities to network and develop your skills.
We hope all members will opt in to receive email from us. You can check or change
your preference by visiting www.asq.org, login, then click My Account. Under “Com-
munication” click Opt In/Out, then please make sure ASQ Division Communication is
checked! If it isn’t selected, you won’t be able to receive emails from CSD.
Hope you enjoy this newsletter and hope to see you in Charlotte at WCQI! Please send me
an email (jeff@satisfactionstrategies.com) if I can help in some way. We really do want you
to get the value you need and expect from your Customer-Supplier Division membership!
Warm Regards,
Jeff
Spring 2017
Volume 25 Issue 1
The Partnership News is the
official publication of the ASQ
Customer-Supplier Division.
Articles, information, and
suggestions should be
addressed to:
Steve MacDougall
steven.macdougall@honeywell.com
Inquiries should be
directed to:
ASQ
600 North Plankinton Ave.
Milwaukee, WI 53203
800-248-1946 (USA and Canada)
414-272-8575 (International)
414-272-1734 (Fax)
www.asq.org
From the Editor | Steve MacDougall
Fellow ASQ CSD Members,
Welcome to a new year of ASQ CSD happenings! Hopefully, you're all seeing the
beginnings of spring wherever you may live.
There’s a lot of activity underway within our division, and this issue of our newsletter
brings some of that to your attention. You’ll find information regarding the newly
created Certified Supplier Quality Professional (CSQP) certification, the release of the
CSQP Handbook, and some upcoming prep courses that you can take advantage of!
You’ll also find information tied to this year’s World Conference on Quality and
Improvement, which will be held May 1 – 3 in Charlotte, NC, and details regarding
our participation in the 26th
Annual ASQ Audit Conference ,which is scheduled to be
held in Dallas, TX, October 12 – 13 (preconference activities are October 9 – 11).
Finally, our feature article brings information related to how we should be analyzing
our “social” customers for added benefit.
I hope you’re as excited as I am about all the great things heading our way in 2017!
Sincerely,
Steve

3. CUSTOMER-SUPPLIER DIVISION | SPRING 20173
Analyze Your
Social Customers to
Enrich CRM Data
About the author
Neil Barman has more
than 12 years of business
leadership experience
in managing sales,
marketing, and account
management functions in
IT services and IT products.
He has managed multiple
relationships in SaaS and
direct-to-customer sales and
marketing processes for both
startups and enterprises.
As executive vice president,
SaaS practice for MintM
Inc., Barman leads global
business for the SaaS line
of business. He is also
an advisor to multiple
promising startups, including
TeraReach, Simplify360,
and FurnishUrFloor.
Definition of Customer
“A customer (sometimes known as a client, buyer, or
purchaser) is the recipient of a good, service, product,
or idea, obtained from a seller, vendor, or supplier for
a monetary or other valuable consideration.” [Source:
Wikipedia | Article: Customer]
History of the
Customer
From the very existence
of business, business
gurus have said that
of the 4 C’s of brand
strategy, consumer (or
customer) is the essential
factor. With time and
technology, lots of things
have changed in terms
of how business gets done. But the constant still remains: The
customer is king.
The science of business illustrates that businesses need an
in-depth understanding of consumer behavior (or consumer
data) to gain market adoption and eventually market
share. Thus, every brand today spends a huge amount of
marketing dollars in collecting customedr data, in some
form or the other, of course, depending on the evolution of
the brand.
Percentage Growth in Tweets Aimed at Brand and Service
Handles (Between March 2013 and February 2015)
Retail
Technology
Telcom and media
Travel, transportation,
and hospitality
Finance and insurance
Consumer packaged goods
Automotive
Healthcare
50
54
58
59
83
88
104
132
Source: Twitter Customer Service Data
More People
Are Tweeting
at Companies

4. The Partnership News
CUSTOMER-SUPPLIER DIVISION | SPRING 20174
The “Social” Customer
With the ease of accessibility and free membership on
social forums, customers are utilizing the freedom of
sharing thoughts (well, “freedom” may be debatable)
and adding information every second to social media
conversations. This makes it more and more chaotic for
businesses to track each and every consumer mind-share
about their brand, as well as those of the competition.
Impact of Social
Currently, India is the second biggest market for social
media users. With 120 million Facebook users and 33
million Twitter accounts, the volume of user-generated
social conversation is phenomenal and, of course, ever
increasing. Data also shows that an individual within the
age of 18 and 35 spends almost four hours every day
on social forums. Interestingly, the majority of this time is
spent in associating with brands online.
Are Businesses Doing Enough to Relate
to Social Customers?
Catering to the high volume of conversation, brands are
tracking how they are discussed in social conversation
and trying to increase brand reach using social channels.
Campaign dollars have shifted from email marketing
and tele-calling to Facebook, Twitter, and Instagram.
Targeting is more personalized and customer oriented (my
marketing friends take comfort in that). Legacy customer
relationship management (CRM) software is getting
replaced with social CRM software, and customer data
is enriching the marketing insights with advanced and
super-advanced analytic engines.
Brands are still not doing enough!
Instance 1
For the last two year I have been a customer of a cab
service from one of India’s largest cab-aggregator, and I
average 15-20 rides a month. I use their advanced mobile
app for booking. They have my mobile number (where the
driver calls to ask for directions in spite of the GPS naviga-
tion feature in the app) and my email (where the invoice
for the ride is shared). Recently I shared my grievance for
a ride on their Twitter handle, and within 10 minutes I was
asked to share my mobile number and email where they
could reach me regarding the issue. It was shocking! If they
had known I was an established customer—and losing me
would cost them 20 rides a month—they may have acted
with a more immediate resolution.
Instance 2
I share my updated details once every 12 months at my
bank, where I have been a customer for the last three
and a half years. I always thought banks have very
robust customer information and they certainly have a
deeper understanding of my buying behavior, since every
transaction—online or physical—cannot be completed
without feeding information into their system. About six
months ago I posted on social forums asking for public
opinion on home loans and my own bank reached out
and asked for my contact information, spotting a potential
lead. I was disgusted at their approach.
The Right Approach
Before you analyze, segment, and hyper-segment customer
data, make sure you know enough about your customer. It
is vital for every brand to have the capability to do social
footprint analysis for the brand’s customers. Profile your
customers. Check out who they are and how they exist
on different social platforms. Analyze their interest, brand
associations, and track their lifestyle changes.
If a customer has tweeted about getting married in the near
future, call or send him an email with a personalized offer
on loans for his future dreams or give him that exclusive
offer on flight tickets and hotel bookings for his honeymoon.
Some ROI for your marketing dollars, if you care.
Brands need to evolve, and instead of having junk in your
social CRM software, have socially relevant customer data
in your social CRM software. You have social customers, so
you have no choice but to be a social brand.

5. The Partnership News
CUSTOMER-SUPPLIER DIVISION | SPRING 20175
Call for Presentations
ASQ Customer-Supplier Division Is Participating
in the 26th
Annual ASQ Audit Conference
Here is your opportunity to provide a customer-supplier
focus to the audit process.
INTERCONTINENTAL DALLAS
15201 Dallas Parkway | Addison, TX 75001 | icdallas.com
Centrally located in the heart of North Dallas in Addison,
just 13 miles from downtown, this vibrant, bustling district
includes a wealth of shops, restaurants, and bars all
within walking distance. This Dallas luxury hotel is an
urban retreat with easy access to the northern suburbs,
Love Field, and DFW International Airport. The hotel's
restaurant Q de Cheval has been recognized by the
readers of the Dallas Morning News for the best Sunday
brunch in Dallas.
26TH ANNUAL ASQ AUDIT CONFERENCE —
CALL FOR PAPERS
Blueprint for a Successful Audit Program:
Acknowledge the Past, Embrace the Present,
“Prepare for the Future
Preconference: October 9 – 11, 2017
Conference: October 12 – 13, 2017
Responses are due May 15, 2017
Conference Overview
Successful audit programs do not happen overnight and
certainly do not happen without thoughtful planning and
execution. To develop a successful audit program, you
need a blueprint for the future.
Items to consider include:
• Educating the audit team to inform and improve
their work
• Sensing emerging risks by using key risk indicators to
uncover areas of exposure
• Preparing management for risk assessments with key
questions for discussion
• Learning from the past by embracing lessons learned
and not repeating failures
• Applying acquired knowledge and expertise to
the present
• Staying abreast of new, emerging ideas, tools, and
processes to prepare for the future
For the 2017 conference we are looking for presen-
tations that provide interaction and active learning.

6. The Partnership News
CUSTOMER-SUPPLIER DIVISION | SPRING 20176
Attendees should leave each session with tools they can
use immediately, and for future audit planning. For the
right presentation, we will extend the normal 45-minute
session to an hour or more. Areas of interest include:
• Lessons learned from the past—positive and negative
• Applying knowledge and expertise to the present
• Preparing for the future by looking ahead
Preconference Tutorials
We are also soliciting abstracts for one-, two-, and
three-day preconference tutorials and workshops to be held
October 9 – 11, 2017, that are consistent with this year’s
conference theme. Your proposal should be a maximum of
two pages, and should demonstrate how the tutorial will
benefit the attendees or target audience and enhance their
auditing or related quality skills and knowledge. Printed
brochures will not be considered.
As a Gold Level Sponsor of the Audit Division Conference,
the Customer-Supplier Division is looking for three presen-
tations to provide a customer-supplier focus on auditing,
as well as related topics (supplier management, supplier
development, supplier ratings, etc.). For instructions on
how to submit your proposal, please email Chris Riegel at
ChrisJRiegel@gmail.com.
Certified Supplier Quality Professional Release
Dear All,
It is with great privilege I am able to say that
the Certified Supplier Quality Professional
(CSQP) certification is now available. In
addition, with a great push and leadership, the
handbook has been released for purchase.
This has been a great journey; truly worth
remembering. Throughout this project, there were
many qualified SMEs who took time out of their
schedules to make this possible. Thank you to all!
Shawn Armstrong (CSQP)
The importance of a safe, reliable, cost-effective, high-
quality, integral, and nimble supply chain cannot be
overstated. Equally critical are the supply chain processes
(e.g., strategic, procurement, quality assurance, technical,
regulatory) that ensure these requirements are met.
By extension, then, the supply chain professional is of
paramount importance as a creator, driver, and full par-
ticipant in these business-critical activities. ASQ’s Certified
Supplier Quality Professional (CSQP) certification provides
valuable credentials to quality professionals in the growing
field of supplier quality engineering. Due to globalization of
the supply chain, supplier quality engineers are becoming
more important in a broad spectrum of industries, including
manufacturing and service industries.
The CSQP works with an organization’s supply chain
and suppliers to continuously improve performance of
key system components (increase life cycle, reduce scrap,
improve repair processes) by implementing process
controls and developing quality assurance plans. The
CSQP tracks data, identifies improvement projects, and
manages cross-functional implementation to improve
performance of key components and suppliers.
The purpose of this handbook is to assist individuals
taking the CSQP examination and provide a reference
for the practitioner. Throughout this handbook, several
examples are provided based upon the collective experi-
ence and knowledge of the authors and editor. However,
these examples are not explicitly specified in regulations,
leaving decisions to the company, as well as the burden
of justifying practices using sound scientific principles that
provide the context of the rationale.
asq.org/cert/supplier-quality
asq.org/quality-press/display-item/index.html?item=H1520

7. The Partnership News
CUSTOMER-SUPPLIER DIVISION | SPRING 20177
2017 WCQI Highlights
If you are traveling to Charlotte, NC for the 2017 World
Conference on Quality and Improvement (WCQI), we
would like to spend some time connecting face to face!
Here are a few different ways to network and learn with
your Customer-Supplier Division. Let’s connect; member-
ship has its privileges!
1. Sunday, April 30, CSD Business Meeting
(all members welcome) 2:00 p.m. – 5:00 p.m.,
Sheraton/Le Meridien, room Carolina E.
2. Sunday – Tuesday, April 30 – May 2
CSD Booth (#713) in the WCQI Exhibit Hall.
Come visit with your CSD leaders and network with
colleagues; get connected to resources and people to
foster your success! Get info on CSD sessions, member
hospitality event, courses, books and the new Certified
Supplier Quality Professional (CSQP) certification!
3. Monday, May 1, CSD-Sponsored Session M14,
12:15 p.m. – 2:30 p.m.
“Improve Customer Journeys With Critical Moments of
Truth,” presented by Jeff Israel.
4. Tuesday, May 2, CSD-Sponsored Session T05,
9:15 a.m. – 10:15 a.m.
“Using Psychology to Improve Supplier Management,”
presented by Deb Hopen.
5. Wednesday, May 3, CSD-Sponsored Session W01,
8:00 a.m. – 9:00 a.m.
“Risk Taking for the Enterprise Using Risk-Based
Thinking,” presented by Russell Snyder.
Hope to see you there! Please email
jeff@satisfactionstrategies.com for more information.
What Happened to the
CSD Roadshows?
If you are not a new member of CSD, you’ve probably
been hearing about our Roadshows for quite a
while, and perhaps you’ve even attended one! The
Roadshow was a way of bringing great content related
to customer-supplier relationships to you, in venues
around the United States. While the content of the
Roadshows is not going away, we have made some
changes to the management of our courses. As part
of our strategic planning meeting two years ago, we
identified that resources were an issue, and felt that
we could better meet the needs of our members by
using member leaders to focus on leadership functions
instead of meeting planning. Based on this, we started
to work toward transitioning the planning aspect of
course delivery to ASQ Headquarters. The result is that
we’ve been able to take advantage of the best of what
we used to do (offering courses in cities nearby) by
building on the existing ASQ course clusters. Expect to
see the same top quality content and instruction as we
continue to improve and develop our offerings.
If you are looking to develop your skills with some
of our existing offerings, consider taking Auditing
for Improved Supplier Performance and Handling
Supplier Nonconformances, offered in late May in
Oak Brook, IL, and Milwaukee, WI. Our Introduction
to Supplier Management and Improving Customer
Satisfaction courses are being offered later in 2017.
These courses are also available on-site at your
organization—just ask!
For more information on CSD courses, or to save your
seat now, please visit our updated courses page at
asq.org/csdtraining.

8. CUSTOMER-SUPPLIER DIVISION | SPRING 2017 | VOLUME 25, ISSUE 1
600 N. Plankinton Ave., Milwaukee, WI 53201-3005
2017 Customer-Supplier Division Officers and Committee Chairs
Chair
Jeff Israel
SatisFaction Strategies, LLC
jeff@satisfactionstrategies.com
Incoming Chair
Stephanie Parker
Boon Edam, Inc.
stephanie.parker@boonedam.com
Immediate Past Chair and
Nominating Committee Chair
Shawn A. Armstrong
Grace Bio-Labs
stat30658@gmail.com
Treasurer
Pamela L. Carvell
Pfizer Inc.
pam.carvell@pfizer.com
Secretary
Ursula Williams
Brooks Automation, Inc.
Ursula.Williams@brooks.com
Audit Committee Chair
Rebecca Carroll
rebeccacarroll@bellsouth.net
Membership Committee Chair
and VoC Chair
Edward Kendrick Sr.
Quality Promoters
ed.kendrick@qualitypromoters.com
QBoK Chair
Ardith Beitel
Boeing
ardith.m.beitel@boeing.com
Conference Chair and
ASQ Standards Committee
Representative
Chris Riegel
Amsted Rail Company
CRiegel@griffinwheel.com
Education Committee Chair
Maria V. Stoletova
Integrated Quality Strategies
m_stoletova@hotmail.com
Newsletter Editor
Steve MacDougall
Honeywell Aerospace
Steven.MacDougall@honeywell.com
Examining Committee Chair
Richard A. Gould
DickGouldCSP@aol.com
Technology Chair
Carl Johansen
conEdison
johansenc@coned.com
Training Chair
Aimee Siegler
Benchmark Electronics
Aimee.Siegler@bench.com
Please consider the environment.
Do you really need a paper copy of this newsletter?
Please send a message to jbecker@asq.org with
“Electronic Only” in the subject line.