Mark-
In my experience, PCB industry or otherwise, it's usually best to turn down
business and say thanks, but no thanks if the design has a high probability
of being a disaster (and nothing can dissuade your customer) or that the
business isn't profitable in the long term. Many times companies take on
losing business propositions in order to cement larger relationships with
high profit margins.
If I were to believe that the PCB houses constantly lose money, I would
equally have to assume everyone out there (except Earl & Steve) are job
hunting as their company closed its doors!
I have a long held belief that in most cases, you are the experts, not your
customers. If they were the experts in PCB fabrication and layout, they
would be vertically integrated (business models notwithstanding), and they
would be in the fab business. I think we all have a duty to our customers to
provide that expertise, usually whether they want it or not. If they opt not
to utilize it, then you should look at the ramifications to your business.
Thanks & regards,
Dr. Bill
-----Original Message-----
From: Richard Mark Mazzoli [mailto:[log in to unmask]]
Sent: Monday, October 04, 1999 4:51 PM
To: [log in to unmask]
Subject: Re: [TN] Oh what a can of worms ! (PCB Manufacturers et al)
Hi Steve,
Wonder why some PCB shops are reluctant to ask customers about potential
problems on boards? One reason is that we hear all too often "Well, we've
been getting it that way from other board shops - Why can't you guys do it".
Or many times we have alienated "sensitive" designers who "know way much
more
than we do" about PCB's and in turn begin to lose orders from that company.
Another reason is that we're job shops - we're asked to build "risky" things
all the time. For the most part we manage to make it work, many times
losing
money on the order, so that we can satisfy the customer.
I worked for a compay that explained a HUGE problem to our largest customer
on one of their designs. We not only explained it to them, we showed them
statistical models that confirmed our find. We moved from "requesting"
their
understanding to "begging" for them to change the marginal design. When
that
failed we went ahead and built the orders - many, many orders. Thousands of
boards. Like we suspected there were failures. The rub here is that when
it
was all said and done it was OUR fault the failures developed. We should
have been more forceful I suppose.
Another case was a beauty. Same scenario, we identified a potential
problem,
they commented that if we couldn't do it someone else could. We needed the
business (like pretty much EVERYONE does these days) and we failed. We
tried
hard, but we failed. The customer was pissed, we got "fired". So much for
trying to communicate.
The fact is, Steve, that most PCB shops try to be what the customer wants.
We try to deliver what you ask for. Even when those requirements are
outside
our own in-house capabilities. With all the competition between us these
days it's not surprising that we're reluctant to call up with potential
problems. We don't want to anger the customer and have them call around for
another shop. So, we try. We test ourselves and push our processes.
Sometimes outside of our capabilities. But usually not.
Steve, shops that are crusing along making good profits are the ones who
will
take the time and the risk to get their customer involved in potential
problems they may see on designs. The rest of the shops are not so
inclined.
But guess what. Few shops are cruising along making good profits these
days.
Mark Mazzoli
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