Glenn Mazur introduced this term in the Quality Function Deployment (QFD) (a quality system for new products where manufacturing has not begun) to mean the customer's place of business or lifestyle. The idea is that to be customer-driven, one must go to the customer's gemba to understand his problems and opportunities, using all one's senses to gather and process data.
Common cases for a customer visit include:
Toyota have a very high proportion of their management on the shop floor (the Gemba) so that supervisors can be intimately involved in quality issues as they arise. Their presence in the Gemba informs their decision making and speeds resolution of problems. This Gemba attitude is driven by the belief that all customer value is created in the Gemba and it is therefore the qualities of the Gemba which will determine the success of the company.
Going to the gemba: far from a stroll on the plant floor, a gemba represents a purposeful attempt to learn what is really going on.(LESSONS FROM THE ROAD)
Sep 01, 2011; [paragraph] The term "GEMBA" has gone in the lean community from obscure to ubiquitous, as popular as terms like kaizen....
MEETING BETWEEN MR. KOICHIRO GEMBA, MINISTER FOR FOREIGN AFFAIRS AND H.E. DR. SAAD DINE EL OTMANI, MINISTER OF FOREIGN AFFAIRS AND COOPERATION OF THE KINGDOM OF MOROCCO.
Mar 05, 2012; TOKYO, Japan -- The following information was released by the Ministry of Foreign Affairs of Japan: On Monday, March 5, Mr....