Makers Do Study Users' Needs
Page 25
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By T. G. Slitir, M.I.M.T. (Ford and Slater) ALTI'IOUGH a 'repairer of transport and not, a user, I would like to take part in the discussion, " .Lei the Operator Advise the Maker." The opinion of the transport user is a house divided against itself. The transport manager and the maintenance engineer hold antagonistic views. The transport manager wants to parry more and heavier goods, whilst the engineer wants trouble-free miles. The transport manager's attitude is that every extra ton carried is so much more profit, whilst if the vehicle breaks down the engineer or the machine is blamed.
• It has been proved many times that the engineer's objective of trouble-free miles is the real profit earner, and as there is no fear of thetransport manager underloading the vehicle, the engineer's opinion should be given preference. But how is the engineer's opinion to be discovered with any degree of certainty without ignoring the transport manager's requirements regarding fitness for
work? ,
Manufacturers are not resistant to criticism, but where the critics fail is that they neglect to let the manufacturers into' the secret of how it should be done. For. instance, if the manufacturers fell for a suggestion that front-wheel drive was an advantage, the .user wotild still buy the machine that was 2100 cheaper. In any case, there is a big gap betwmn what the user would like and what
he buys. Picking out an ideal specification is an intel lectual amusement, whilst an entirely different point of view is brought to bear on the spending of money.
It is my considered opinion that the selling agent sees most of the game and, furthermore, is interested in offering to the user the type of vehicle he wants to buy. The real opinion of the user cannot be ascertained in a few minutes by the filling up of a questionnaire, but can .be arrived at only by careful observation over a considerable period,
More attention is given to the requirements of operators than they are aware of, particularly when the diverse and conflicting nature of the evidence is considered. . It' is untrue that manufacturers are indifferent to the real needs of users_ As evidence to the contrary a • case can be' quoted. The manufacturer of .the Vulcan lorry has conducted a careful and systematic study of information collected at frequent intervals by the distributors. The analysis of this information has provided a valuable guide to what the user really needs. A similar system is used in regard to customers' complaints. From this informatio,P has been evolved the present Mark 111 6-ton machine.
I think that it 'is beyond dispute that the 'present-day British lorry is the type 'of machine that the haulage, industry prefers to bay.