R. Eric Reidenbach

Market share depends upon an organization’s capacity not only to acquire new customers, but also to keep them. It makes no sense to invest resources to capture new customers only to lose them to competitors. This is where customer management comes in – a strategy focused on creating loyal customers by providing superior value. Unfortunately, […]

Successful quality initiatives rely on understanding what quality actually means. The meaning of quality resides in the minds of those who judge it and use it to make their purchase decisions – in other words, the market. Divorced from the market, value or quality has no real meaning. Uninformed definitions of value or quality become […]

There is a battle being waged on the fringe of the Six Sigma community. The battle is over how to apply Six Sigma to one of the last frontiers of business – marketing. There are two sides to the argument: those who favor a direct application, and those who feel the method should be modified. […]

Using Six Sigma has proven highly successful in addressing internal issues where the focus is on reducing production defects and costs. One way to take the methodology to the next level is to integrate it with the marketing function. Marketing offers a portal to an organization’s external environment – the competitive marketplace – where the […]

Organizations looking for a silver bullet customer metric look no further than the Net Promoter Score (NPS). Developed by Frederick Reichhold and his colleagues at Bain & Co., NPS provides an economical and concise metric for assessing how loyal a company’s customers are. Managing that measurement is the key to future growth. What Is NPS? […]

Value at the point of production does not necessarily translate into value at the point of consumption. Likewise, Lean Six Sigma initiatives focused on the factory floor do not ensure that the end user is receiving that value. As a product moves through the distribution system there are many factors that can diminish its value. […]

The role of the project charter in Six Sigma initiatives is well understood. It provides the informational architecture for the project and accordingly can either make or break the project. And while specific charter content is unique to different organizations, author Zack Swinney captures a number of these areas in a very useful and valuable […]

Six Sigma is changing the way the marketing function in an organization operates today. Consider the following marketing scenario at a company which manufactures consumer-packaged goods: During an emergency marketing meeting, the market research division discloses that its Brand X, which has recently lost market share, is rated a poor value by consumers in the […]

A key measurement of Six Sigma effectiveness is the application of appropriate metrics. Mikel Harry and Richard Schroeder, two pioneers of Six Sigma, state in their book Six Sigma that, “An organization’s profitability is determined by what it chooses to measure and how it measures it.” They point out that most companies need to change […]

Read any Six Sigma article, attend any Six Sigma conference or talk to any Black Belt and the message is clear – the voice of the customer is a core value of Six Sigma. When Six Sigma is applied with a strategic perspective, the voice of the customer is indeed the necessary starting point. Six Sigma […]