Interview with Mujo Bogaljevic, Director of Manufacturing, Phonak
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Topic: Excellence in Hearing Aid Production and Customer Service
Dr. Paul Dybala: Hello, everyone. This is Dr. Paul Dybala, with AudiologyOnline. I'm here with Mujo Bogaljevic from Phonak. I know you guys are very busy at Phonak, so thanks for taking time to talk with me on the phone today.
Mujo Bogaljevic: Thank you for having me, Paul.
Dybala: Mujo is the Director of Operations for Phonak. If you could, give us a little bit of background about what you do on a day to day basis for Phonak.
Bogaljevic: Well, Paul, as you stated, I am the Director of Operations which means I am responsible for many of the day to day activities within Phonak US. I also have a second job. I am actively involved when it comes to custom product development, implementation, marketing and sales, and obviously customer service support.
We're very excited about the new Exélia product line and its three unique custom options. With Exélia, you can get the acoustically optimized vent, or AOV, which comes standard on the Exélia CIC; then there is the Exelia Petite line, which includes CICs but also canals and half shells with great new features; and finally there is the wireless Exelia products which can be made in Full shell and half shell versions.
Dybala: Excellent. There are some really innovative things that you're doing in how you're manufacturing custom products. I've heard you refer to this as looking at custom product excellence. I wanted to talk to you about this and ask you to kind of give an overview of what Phonak is doing to really focus on the custom product area.
Bogaljevic: Let me start with the design. I think that it's very critical and very important.
With the Exélia platform, which we call CORE, we've done something different, something very new. We have integrated our manufacturing engineering group and the production group, and together we have been an active part of the Exélia and CORE platform development. This gives us an edge when it comes to the stability of the product, the size of the product, and all of the features the product has to offer.
We're the only manufacturer in North America utilizing DLP technology to produce our custom shells. Our test system at the end of the manufacturing process, the quality control verification, is also brand new and very much enhanced. I believe that we are one of the only manufacturers in this industry to put all these applications together in order to assemble the most cosmetically appealing, smallest possible, most technologically advanced instrument available on the market today.
Another difference in our process is the fact that we have audiologists working with the production group on the production floor. They're with the technicians. They're utilizing the latest and greatest in digital shell manufacturing. They're in quality control, and obviously applying all of the manufacturing planning tools that we have in place to achieve the best possible quality. One of our Doctors of Audiology is certifying every single custom Exélia product before it leaves the building. Customers will have the opportunity to interact and discuss different issues with the Audiologists who certify the product.
At the same time, we are working very, very aggressively to eliminate "can't builds", which tends to be an issue of this industry, where, for different shapes and forms of ears small impressions, poor impressions manufacturers can't build the instruments as requested. We are, again, actively tackling that and trying to never say to a customer that we can't make the product.
Dybala: I was taking some notes, and I'd like to run back through a few things if you don't mind. I know as audiologists, we're pretty savvy with acronyms. Just to make sure I understand when you were talking about the manufacturing process and some of the tools that you're using, could you go through exactly what you meant when you were talking about the DLP and MRP, and why that's important to the process?
Bogaljevic: Sure. Basically, all of that starts with order entry. Using our MRP or Material Requirements Planning system, the order entry is extremely fast, it's extremely accurate, and it has tons of different features that will verify the process itself. We are entering different options, different configurations of the custom shells and all of that is tracked and verified in our MRP system.
Dybala: Ah.
Bogaljevic: Today, we're 100% digital, and by that, I think we're the only manufacturer that applies no manual touching, and no work on the impressions.
We scan the raw impressions in our systems and then we use RSM (Rapid Shell Modeling) software, which is a highly advanced application that we've been developing over the past six or seven years. Our RSM application actively interacts with the MRP system, which means whatever we enter in the system will be captured and passed to the RSM impression detailing software.
Our technicians use the RSM software to create a detailed impression according to the specified ordering requirements. RSM utilizes all the important information about the hearing loss, experienced versus non experienced user, product configuration, as well as venting and bore options. From here it would detail a model to the expected requirement.
The operators then have the ability to modify the proposed form, shape, size, and angles of the future shells. The shells will be virtually fitted with 100% all of the necessary components, meaning the operators will have the ability to see and virtually look from different angles at the proposed shell shape and size, and fit all of the components into the shell, prior even to printing the shell.
Again, I think we're the only manufacturer using the DLP technology, which we strongly believe is the most accurate, most high resolution printing technology available on the market. It's extremely fast, extremely accurate, and environmentally friendly; it's a great technology with a great result.
The shells, right up to the printing, will go through a QC process, which is performed by the audiologists. No other manufacturer does that. We verify that the input in our system matches the output of the shell, confirming that all the options including the fit, size, shape, form, colors, and so on, are perfect.
Finally, at the end of the process, we perform a two step QC by the manufacturing employees. The first step is where we verify all of the paperwork and do the visual inspection, followed by the listening tests of all of the features and options. Then it goes to a second step where we have 100% automated electroacoustical tests that will pull all of the information and all of the criteria about the product, run the electroacoustical test, capture the measurements, and compare that with the quality criteria.
Even after it passes this two-step QC process, the order continues to one of the audiologists, where they perform the listening test, visual inspection, and read the instrument on the computer to ensure all the options and programming are appropriate. They personally sign a card with their extension number that says, "I stand behind this product. If there are issues, give me a call."
Another great thing, that I didn't mention earlier and I should have, is the great turnaround time. Average turnaround time today is two days. And a day by our definition means "in today, out today." So, over 90% of the orders that we receive today will ship out tomorrow.
Dybala: I remember dispensing hearing aids and having to specify when I wanted same day service, and sometimes as an extra charge. I think today, especially with so many instant fit behind the ear devices, that being able to have such a fast turnaround for a custom product is a wonderful advantage for Phonak. I could say to a patient, "I'll see you back in two days," knowing that I could get a new product back from Phonak. That's tremendous.
Bogaljevic: That's absolutely right.
Dybala: If you wouldn't mind, before wrapping up this interview today, as we are talking about Phonak's custom shells, could you provide a brief overview of your acoustically optimized vent, or the AOV?
Bogaljevic: Well, occlusion is the number one problem with custom products, and solving that problem, obviously, was our goal. At the same time, we wanted to build a cosmetically appealing and very small CIC that's invisible.
Traditionally, if there is an occlusion issue, people would go for a fixed vent and say, "Make it 1.5, 2 or 3 millimeters big," without really considering the shape, size, form, angles, and, obviously, the gain needed for that particular patient. The acoustically optimized vent is the most appropriate vent to eliminate occlusion, provide optimal gain, while at the same time not creating any feedback. You can really call it "intelligent vent."
The audiogram is input in our system as part of that order configuration. The order is passed on to our shell lab where the untouched impression is scanned and saved. The Rapid Shell Modeling software, RSM, takes the physical scan which has the three dimensional physical properties of the impression, and the characteristics of the hearing loss, and based on those two aspects, it calculates an acoustic vent mass that allows us to assemble the most acoustically optimized vent. It also considers the shape, form, size of the ear canal, and the components that need to be fitted, to ultimately determine the size and length of the canal, and how certain angles will be cut and tapered for a perfect fit.
Dybala: Thank you and with that, I think we'll wrap up today. If anyone wants additional information on Phonak, Exélia, or especially about these new processes and procedures that Phonak is putting into place, you can visit www.phonak.com. You can also visit the Audiology Online Web Channel for Phonak at www.audiologyonline.com/channels/phonak.asp, where we will have this interview and other interviews, as well as news and information about what's going on with Phonak.
Mujo, thank you for taking time to speak with me today. We'll be looking forward to more great things from Phonak in the future!
Bogaljevic: Thank you very much for having me.
More about Phonak
The name Phonak is synonymous with innovation. Based near Zurich, Switzerland, Phonak remains on the cutting edge of hearing instruments and wireless technology. From Exélia's new dimension in sound clarity and accessibility to the expanded possibilities of the Naída and the Inspiro, Phonak's newest line of CORE instruments validates their desire to bring a better quality of life to people of all ages and with all ranges of hearing loss. Phonak truly evokes the philosophy "life is on."
Mujo Bogaljevic: Thank you for having me, Paul.
Dybala: Mujo is the Director of Operations for Phonak. If you could, give us a little bit of background about what you do on a day to day basis for Phonak.
Bogaljevic: Well, Paul, as you stated, I am the Director of Operations which means I am responsible for many of the day to day activities within Phonak US. I also have a second job. I am actively involved when it comes to custom product development, implementation, marketing and sales, and obviously customer service support.
We're very excited about the new Exélia product line and its three unique custom options. With Exélia, you can get the acoustically optimized vent, or AOV, which comes standard on the Exélia CIC; then there is the Exelia Petite line, which includes CICs but also canals and half shells with great new features; and finally there is the wireless Exelia products which can be made in Full shell and half shell versions.
Dybala: Excellent. There are some really innovative things that you're doing in how you're manufacturing custom products. I've heard you refer to this as looking at custom product excellence. I wanted to talk to you about this and ask you to kind of give an overview of what Phonak is doing to really focus on the custom product area.
Bogaljevic: Let me start with the design. I think that it's very critical and very important.
With the Exélia platform, which we call CORE, we've done something different, something very new. We have integrated our manufacturing engineering group and the production group, and together we have been an active part of the Exélia and CORE platform development. This gives us an edge when it comes to the stability of the product, the size of the product, and all of the features the product has to offer.
We're the only manufacturer in North America utilizing DLP technology to produce our custom shells. Our test system at the end of the manufacturing process, the quality control verification, is also brand new and very much enhanced. I believe that we are one of the only manufacturers in this industry to put all these applications together in order to assemble the most cosmetically appealing, smallest possible, most technologically advanced instrument available on the market today.
Another difference in our process is the fact that we have audiologists working with the production group on the production floor. They're with the technicians. They're utilizing the latest and greatest in digital shell manufacturing. They're in quality control, and obviously applying all of the manufacturing planning tools that we have in place to achieve the best possible quality. One of our Doctors of Audiology is certifying every single custom Exélia product before it leaves the building. Customers will have the opportunity to interact and discuss different issues with the Audiologists who certify the product.
At the same time, we are working very, very aggressively to eliminate "can't builds", which tends to be an issue of this industry, where, for different shapes and forms of ears small impressions, poor impressions manufacturers can't build the instruments as requested. We are, again, actively tackling that and trying to never say to a customer that we can't make the product.
Dybala: I was taking some notes, and I'd like to run back through a few things if you don't mind. I know as audiologists, we're pretty savvy with acronyms. Just to make sure I understand when you were talking about the manufacturing process and some of the tools that you're using, could you go through exactly what you meant when you were talking about the DLP and MRP, and why that's important to the process?
Bogaljevic: Sure. Basically, all of that starts with order entry. Using our MRP or Material Requirements Planning system, the order entry is extremely fast, it's extremely accurate, and it has tons of different features that will verify the process itself. We are entering different options, different configurations of the custom shells and all of that is tracked and verified in our MRP system.
Dybala: Ah.
Bogaljevic: Today, we're 100% digital, and by that, I think we're the only manufacturer that applies no manual touching, and no work on the impressions.
We scan the raw impressions in our systems and then we use RSM (Rapid Shell Modeling) software, which is a highly advanced application that we've been developing over the past six or seven years. Our RSM application actively interacts with the MRP system, which means whatever we enter in the system will be captured and passed to the RSM impression detailing software.
Our technicians use the RSM software to create a detailed impression according to the specified ordering requirements. RSM utilizes all the important information about the hearing loss, experienced versus non experienced user, product configuration, as well as venting and bore options. From here it would detail a model to the expected requirement.
The operators then have the ability to modify the proposed form, shape, size, and angles of the future shells. The shells will be virtually fitted with 100% all of the necessary components, meaning the operators will have the ability to see and virtually look from different angles at the proposed shell shape and size, and fit all of the components into the shell, prior even to printing the shell.
Again, I think we're the only manufacturer using the DLP technology, which we strongly believe is the most accurate, most high resolution printing technology available on the market. It's extremely fast, extremely accurate, and environmentally friendly; it's a great technology with a great result.
The shells, right up to the printing, will go through a QC process, which is performed by the audiologists. No other manufacturer does that. We verify that the input in our system matches the output of the shell, confirming that all the options including the fit, size, shape, form, colors, and so on, are perfect.
Finally, at the end of the process, we perform a two step QC by the manufacturing employees. The first step is where we verify all of the paperwork and do the visual inspection, followed by the listening tests of all of the features and options. Then it goes to a second step where we have 100% automated electroacoustical tests that will pull all of the information and all of the criteria about the product, run the electroacoustical test, capture the measurements, and compare that with the quality criteria.
Even after it passes this two-step QC process, the order continues to one of the audiologists, where they perform the listening test, visual inspection, and read the instrument on the computer to ensure all the options and programming are appropriate. They personally sign a card with their extension number that says, "I stand behind this product. If there are issues, give me a call."
Another great thing, that I didn't mention earlier and I should have, is the great turnaround time. Average turnaround time today is two days. And a day by our definition means "in today, out today." So, over 90% of the orders that we receive today will ship out tomorrow.
Dybala: I remember dispensing hearing aids and having to specify when I wanted same day service, and sometimes as an extra charge. I think today, especially with so many instant fit behind the ear devices, that being able to have such a fast turnaround for a custom product is a wonderful advantage for Phonak. I could say to a patient, "I'll see you back in two days," knowing that I could get a new product back from Phonak. That's tremendous.
Bogaljevic: That's absolutely right.
Dybala: If you wouldn't mind, before wrapping up this interview today, as we are talking about Phonak's custom shells, could you provide a brief overview of your acoustically optimized vent, or the AOV?
Bogaljevic: Well, occlusion is the number one problem with custom products, and solving that problem, obviously, was our goal. At the same time, we wanted to build a cosmetically appealing and very small CIC that's invisible.
Traditionally, if there is an occlusion issue, people would go for a fixed vent and say, "Make it 1.5, 2 or 3 millimeters big," without really considering the shape, size, form, angles, and, obviously, the gain needed for that particular patient. The acoustically optimized vent is the most appropriate vent to eliminate occlusion, provide optimal gain, while at the same time not creating any feedback. You can really call it "intelligent vent."
The audiogram is input in our system as part of that order configuration. The order is passed on to our shell lab where the untouched impression is scanned and saved. The Rapid Shell Modeling software, RSM, takes the physical scan which has the three dimensional physical properties of the impression, and the characteristics of the hearing loss, and based on those two aspects, it calculates an acoustic vent mass that allows us to assemble the most acoustically optimized vent. It also considers the shape, form, size of the ear canal, and the components that need to be fitted, to ultimately determine the size and length of the canal, and how certain angles will be cut and tapered for a perfect fit.
Dybala: Thank you and with that, I think we'll wrap up today. If anyone wants additional information on Phonak, Exélia, or especially about these new processes and procedures that Phonak is putting into place, you can visit www.phonak.com. You can also visit the Audiology Online Web Channel for Phonak at www.audiologyonline.com/channels/phonak.asp, where we will have this interview and other interviews, as well as news and information about what's going on with Phonak.
Mujo, thank you for taking time to speak with me today. We'll be looking forward to more great things from Phonak in the future!
Bogaljevic: Thank you very much for having me.
More about Phonak
The name Phonak is synonymous with innovation. Based near Zurich, Switzerland, Phonak remains on the cutting edge of hearing instruments and wireless technology. From Exélia's new dimension in sound clarity and accessibility to the expanded possibilities of the Naída and the Inspiro, Phonak's newest line of CORE instruments validates their desire to bring a better quality of life to people of all ages and with all ranges of hearing loss. Phonak truly evokes the philosophy "life is on."
