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Six Sigma and Marketing Research

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Viewing 6 posts - 1 through 6 (of 6 total)
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  • #39865

    Renee Wood
    Participant

    I work for a services Marketing Research firm and was wondering if anyone had any experiences with Six Sigma in relation to Marketing Research, specifically Customer Satisfaction research. Six Sigma aims to improve service and quality, and therefore customer loyalty, via process improvements. Similarly, customer satisfaction research aims to assist companies in improving service, quality and therefore customer loyalty, by responding to customer feedback (simplistic definition!). Can these differing approaches to improving customer satisfaction and loyalty work together harmoniously? Or do they essentially compete with one another?

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    #122395

    Dr. Scott
    Participant

    Renee Wood,
    You said: Six Sigma aims to improve service and quality, and therefore customer loyalty, via process improvements. Similarly, customer satisfaction research aims to assist companies in improving service, quality and therefore customer loyalty, by responding to customer feedback (simplistic definition!). (emphasis added)
    I can live with the simplistic definitions for now. The thing I wanted to point out is where the two key aspects of what you term Six Sigma and satisfaction research differ. Six Sigma uses “process improvements” and satisfaction research uses “responding”. These two terms could be viewed as the same things, but for one major difference. The HOW they make process improvements or respond. Six Sigma uses a very specific and effective approach (DMAIC) for determining what process improvements or responses should be made, but not necessarily what processes we should start on. Satisfaction research tells you what processes we should start on or which ones might need change, but not necessarily how (with some exceptions and simplisticly put).
    You said: Can these differing approaches to improving customer satisfaction and loyalty work together harmoniously? Or do they essentially compete with one another?
    From someone who has been active in both fields before I would strongly contend that they are harmonious and should work together. Use your satisfaction survey work to help you determine what needs improvement in the business processes. And use Six Sigma to determine how to improve them.
    Hope this helps,
    Dr. Scott

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    #122396

    OLD
    Participant

    Renee:
     
    Dr. Scott is both accurate and correct. Another way to state it: both approaches have a common source of information – the voice of the customer (VOC). Market research focuses on getting the customer to speak/be heard (as an accurate, representative sample) and SS uses what the customer said to determine what/where areas need to be improved.
     Good Luck! OLD

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    #123017

    Gopi
    Participant

    Renee,
    Six Sigma and Marketing Research can be extremely complementary – after all they both rely a lot on statistical analysis!
    Marketing Research (MR) focuses more on understanding customers needs/complaints, while Six Sigma (SS) can be used to bring about the process changes required as a response to those needs/complaints.
    You could also use SS tools and techniques to strengthen your MR  I’ve run an entire MR exercise as a SS project, and found that various SS tools helped improve the MR process.
    regards,
    Gopi

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    #123034

    anurag kabthiyal
    Participant

    Dear Gopi,
    u r right that six sigma and MR are complementary , but to say MR is all about customer need and complaint., is not true……we ll not give justice to either MR and six sigma…..
    when we look for MR…..it means we r looking to identify new things….
    it may be new market ….or new opportunity….new area to explore the business……new values to system/ product…. market space…
    next step is to Develop the concepts…we focus on VOC.., behavior of customer ……and so on…
    all theses we use the methodology of six sigma , when we take MR under SS ….then MR is one part of SS when we are identifying the value…..then how to convert the finding into product /process development ,,,,,,,is all hard core DFSS….
    Can u focus about ur project of MR …what are the various tools of SS u used in….
     

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    #175767

    Views
    Member

    Hi all,I strongly agree with hte response from Dr Scott. Marketing research, specificly a satisfaction survey, help to find out what, and six sigma helps to find out how.As a CEO in a Marketing Research company I strongly recommend six sigma approach to my clients. Six Sigma used as a strategic lens whe we do marketing research, has helped our clients in a very strong way. We have in our company a sox sigma black beltso we can do our research in a six sigma way!!! Gonzalo Aristizabal

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