Six Sigma defines the two aspects of customer satisfaction that affect every business. These are customer satisfaction with the process output and customer satisfaction with the service surrounding it. In the service industry, businesses understand that providing quality service is a key to customer satisfaction. At the same time, though, they must have concern about the service product. For example, consider receiving exceptional customer service from an associate at a retail outlet, only to find the selection of merchandise unacceptable. The result is that you chose a different retail outlet on your next shopping trip. Conversely, what happens when you receive very bad customer service at a different retail outlet, which happens to have a very wide selection of merchandise? Even though you can find what you need, you will probably decide not to do business with them in the future.
Many product manufacturers miss this connection as well. An edge in technology or functionality gives a competitive advantage in the market place. Although this physical advantage is important, if the quality of service provided to the customer is poor, it will likely negate the advantage. For example, you would probably not rush to purchase a technically superior automobile from a supplier known for poor service after the sale.
To summarize, in order to improve customer satisfaction in a meaningful way, the business needs to distinguish between the process that provides the service and the process that provides the product. Without this distinction, it is easy to blame defects on the wrong process, or to fail to recognize that the other process exists. Specifically, the service industry must recognize that their customers see a product component associated with the service they receive and the manufacturing industry must recognize that their customers see a service component associated with the product they receive.
Six Sigma process improvement teams must take all of this into consideration. The application of the Six Sigma tool set by itself will not accomplish this. The Six Sigma team must get out of the box and view the process from the customer’s perspective.
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