Total Quality and Six Sigma

Define Þ Measure Þ  Analyze Þ Improve Þ Control


The goal of Total Quality and Six Sigma programs according to Edwards Demming is to “Delight the Customer” by “Exceeding his Expectations”.  This is, of course, easier said than done.  Both Total Quality and Six Sigma programs rest on the ability to define, measure, plan, act and control those things that influence the customer.  This must start with understanding the market; that is having a Pervasive Marketplace Awareness.  Your-Marketing-Toolkits are intended to help business management teams to fully utilize market information within the context of Lean Six Sigma programs.  Your-Marketing-Toolkits provide this ability to facilitate customer information driven business development based on affordable quantitative marketing research.  

Specific applications of the toolkits vary widely from initial product assessment to the more complex issues of planning a product launch, the repositioning of existing products and businesses and formal Six Sigma business development programs.   Six Sigma programs must be anchored with the connection between customer values and benefits and the characteristics of the product and services provided.  This is the concept of the “First House of Quality” as it relates benefits and product attributes.  However, this is insufficient both from a competitive perspective and from a monetary one.  Both competitive position and the ability to make the business profitable must be critically examined.  Your-Marketing-Toolkit goes beyond just measuring these issues but is design to provide the “hands-on” testing of ideas and possibilities.




What drives value?

Quality programs focus on the importance of attributes.  However, market importance is both in the mind of the customer but also is determined by what drives customer actions and opinions.  That latter are referred to as derived importance or key drivers.  Your-Marketing-Toolkit provides a broad range of analytical views of attribute importance including regression and correlation models?





What to work on?

Your-Marketing-Toolkit provides means of exam­ining the importance and performance of product and business characteristics.  The Quadrant Map provides the relative position of characteristics in terms of: their importance, their performance in the product, and their competitive advantage compared to other products as viewed from the marketplace.




What is worth improving?

Making product improvements does not come without cost nor are they equally valued.  Measurements of perceived fea­ture value and benefits are included in Your-Marketing-Toolkit and used to evaluate potential actions.  Your-Marketing-Toolkit provides multiple perspectives on these values, showing both average values and distributions of value for features and bundles for evaluation.




How should we group customers?

All customers are not created equal.  We should not view them as a single homogeneous group.  Functional mar­ket segmentation is used to identify such groups of customers based on similar opinions.  Your-Marketing-Toolkit can provide functional seg­mentations based on the attribute importance, perceived feature value, and/or customers’ attitudes.

Applications of Your-Marketing-Toolkit

·   Overall

·   The Marketing War Room

·   Business Assessment

·   Product Design

·   Offering Design

·   Product Pricing

·   Segmentation

·   Marketing Six Sigma

·   Branding

·   Customer Satisfaction

·   Reseller Analysis

·   Innovation





For more information on developing Your-Marketing-Toolkits:

Eugene B. Lieb

Custom Decision Support, LLC

(831) 854-2256