Strategic Six Sigma for Champions

Reginald W. Goeke, R. Eric Reidenbach

Description

Recent advances in the measurement and management of customer value now make it a powerful tool for identifying and prioritizing Six Sigma projects. No longer do champions or black belts have to rely solely on costs to justify the selection of Six Sigma projects. Now the real power and potential of Six Sigma can be turned to its strategic purpose – create and sustain value differences that will translate into greater market share and enhanced profitability.This book has two objectives. The first is to provide the reader with an approach for using the voice of the customer to identify Six Sigma projects and to guide their conduct. The second objective is to show the reader how to obtain the correct voice of the customer – customer value.Customer value is not new. What is new is our ability to measure it. And with this newly discovered ability to measure customer value comes an opportunity to inform Six Sigma projects and initiatives to make them more responsive to customer needs and more responsive to the organization’s bottom line. Let the voice be heard!

Sujets

• Business
• Qualité, hygiène, sécurité, environnement
• Vente
• Total Quality Management
• Gestion et management
• Economics
• Gestion des ventes

Informations

• Publié par: ASQ Quality Press
• Date de parution: 30 juin 2006
• Nombre de lectures: 0
• EAN13: 9780873893015
• Langue: English
• Poids de l'ouvrage: 1 Mo

Extrait

rei96831_fm.qxd 3/31/06 8:04 AM Page i
Strategic Six Sigma
for Championsrei96831_fm.qxd 3/31/06 8:04 AM Page ii
Also available from ASQ Quality Press:
Design for Six Sigma as Strategic Experimentation: Planning, Designing,
and Building World-Class Products and Services
H.E. Cook
Business Performance through Lean Six Sigma: Linking the Knowledge
Worker, the Twelve Pillars, and Baldrige
James T. Schutta
The Certified Six Sigma Black Belt Handbook
Donald W. Benbow and T.M. Kubiak
Transactional Six Sigma for Green Belts: Maximizing Service and
Manufacturing Processes
Samuel E. Windsor
Applied Statistics for the Six Sigma Green Belt
Bhisham C. Gupta and H. Fred Walker
Six Sigma for the Next Millennium: A CSSBB Guidebook
Kim H. Pries
Applied Data Analysis for Process Improvement: A Practical Guide to Six
Sigma Black Belt Statistics
James L. Lamprecht
Six Sigma Project Management: A Pocket Guide
Jeffrey N. Lowenthal
Six Sigma for the Office: A Pocket Guide
Roderick A. Munro
The Six Sigma Path to Leadership: Observations from the Trenches
David H. Treichler
The Certified Manager of Quality/Organizational Excellence Handbook:
Third Edition
Russell T. Westcott, editor
To request a complimentary catalog of ASQ Quality Press publications,
call 800-248-1946, or visit our Web site at http://qualitypress.asq.org.rei96831_fm.qxd 3/31/06 8:04 AM Page iii
Strategic Six Sigma
for Champions
Keys to Sustainable Competitive Advantage
R. Eric Reidenbach and Reginald W. Goeke
ASQ Quality Press
Milwaukee, Wisconsinrei96831_fm.qxd 3/31/06 8:04 AM Page iv
American Society for Quality, Quality Press, Milwaukee 53203
© 2006 ASQ
All rights reserved. Published 2006
Printed in the United States of America
12 11 10 09 08 07 06 5 4321
Library of Congress Cataloging-in-Publication Data
Reidenbach, R. Eric.
Strategic six sigma for champions : keys to sustainable competitive advantage /
R. Eric Reidenbach and Reginald W. Goeke.
p. cm.
Includes bibliographical references and index.
ISBN-13: 978-0-87389-683-2
1. Quality of products—Evaluation. 2. Six sigma (Quality control standard) 3. Total
quality management. 4. Performance technology. I. Goeke, Reginald W. II. Title.
HF5415.157.R45 2006
658.4'013—dc22
2006008198
No part of this book may be reproduced in any form or by any means, electronic,
mechanical, photocopying, recording, or otherwise, without the prior written
permission of the publisher.
Publisher: William A. Tony
Acquisitions Editior: Annemieke Hytinen
Project Editor: Paul O’Mara
Production Administrator: Randall Benson
ASQ Mission: The American Society for Quality advances individual,
organization, and community excellence worldwide through learning,
quality improvement, and knowledge exchange.
Attention Bookstores, Wholesalers, Schools and Corporations: ASQ Quality Press
books, videotapes, audiotapes, and software are available at quantity discounts
with bulk purchases for business, education, or instructional use.
For information, please contact ASQ Quality Press at 800-24801946, or write to
ASQ Quality Press, P.O. Box 3005, Milwaukee, WI 53201-3005.
To place orders or to request a free copy of the ASQ Quality Press Publication
Catalog, including ASQ membership information, call 800-248-1946. Visit our
Web site at www.asq.org or http://qualitypress.asq.org.
Printed on acid-free paperrei96831_fm.qxd 3/31/06 8:04 AM Page v
Table of Contents
List of Tables and Figures . . . . . . . . . . . . . . . . . . . . . . vii
Preface . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . ix
Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . xiii
Chapter 1 Value Matters . . . . . . . . . . . . . . . . . . . . . 1
Emotional versus Cognitive Responses . . . . . . . . . . . . . 2
The Interaction between Quality and Price . . . . . . . . . . . 4
Linkage to Performance 5
Six Sigma Projects Need a Strategic Metric . . . . . . . . . . 7
What Is a Good Strategic Metric? . . . . . . . . . . . . . . . . 8
Linking Value to Processes . . . . . . . . . . . . . . . . . . . 11
Chapter 2 Value Tools . . . . . . . . . . . . . . . . . . . . . . . 13
Understanding Market Value: The Customer Value Model . . . 13
Understanding Your Competitive Value Proposition:
The Competitive Value Matrix . . . . . . . . . . . . . . . . 19
Chapter 3 Identifying Critical Processes for Value
Enhancement . . . . . . . . . . . . . . . . . . . . . 21
Calculate Critical Value Gaps . . . . . . . . . . . . . . . . . . 22
Identify the Value Stream . . . . . . . . . . . . . . . . . . . . 23
Constructing the CTQ/Process Matrix . . . . . . . . . . . . . 27
Target Processes of Six Sigma Projects 29
Looking Ahead . . . . . . . . . . . . . . . . . . . . . . . . . 30
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vi Table of Contents
Chapter 4 Good Measurement Begins with Focus . . . . . . . 31
Product/Market . . . . . . . . . . . . . . . . . . . . . . . . . 32
Strategic Criteria . . . . . . . . . . . . . . . . . . . . . . . . 34
Chapter 5 Asking the Right Questions . . . . . . . . . . . . . . 39
Marketing and Salespeople . . . . . . . . . . . . . . . . . . . 40
Chapter 6 Questionnaire Construction . . . . . . . . . . . . . 51
Screening for the Right Respondent 51
Questionnaire Layout and Structure . . . . . . . . . . . . . . . 55
Why Is Good Measurement So Important to Six Sigma? . . . . 69
Chapter 7 Sampling and Data Collection . . . . . . . . . . . . 71
Data Collection . . . . . . . . . . . . . . . . . . . . . . . . . 71
Sampling Approaches . . . . . . . . . . . . . . . . . . . . . . 76
Sample Sizes . . . . . . . . . . . . . . . . . . . . . . . . . . 80
Incentives . . . . . . . . . . . . . . . . . . . . . . . . . . . . 81
Chapter 8 Premodeling Issues . . . . . . . . . . . . . . . . . . 83
Multicollinearity 84
Factors . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 86
Reliability 93
Chapter 9 Monitoring Changes in Value Gaps . . . . . . . . . 97
Internal Performance Metrics 98
Transactional Measures of Customer Value . . . . . . . . . . . 99
Diagnostic Snapshots . . . . . . . . . . . . . . . . . . . . . . 105
Alignment of Business Information Systems . . . . . . . . . . 107
Chapter 10 Keys to the Strategic Deployment of Six Sigma . . . 109
CW 1:Listen to the VOC . . . . . . . . . . . . . . . . . . . . 110
CW 2: Customer Satisfaction Is the Goal . . . . . . . . . . . . 111
CW 3:More Than One Customer . . . . . . . . . . . . . . . . 113
Make Your Strategic Six Sigma Initiative Part of Your
Competitive Strategy . . . . . . . . . . . . . . . . . . . . . 114
Evolve to a Market Focus 114
Select Reliable Research Vendors 115
Focus on the Entire Value-Delivery System . . . . . . . . . . . 116
Set up a Fact-Based Process to Eliminate Agendas . . . . . . . 116
Monitor Changes in the Organization’s Value Proposition . . . 116
Commit to Periodic Customer Analyses . . . . . . . . . . . . 117
Glossary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 119
References . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 123
Index . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 125rei96831_fm.qxd 3/31/06 8:04 AM Page vii
List of Figures
and Tables
Figure 1.1 Generalized value model . . . . . . . . . . . . . . . . . . . . 91.2 The value-process linkage . . . . . . . . . . . . . . . . . . . 11
Figure 2.1 The v 14
Figure 2.2 Competitive Value model for backhoe loaders/building
contractors . . . . . . . . . . . . . . . . . . . . . . . . . . . 15
Table 2.1 Competitive scores on CTQ factors . . . . . . . . . . . . . . 16
Table 2.2 Dealer service CTQ attributes . . . . . . . . . . . . . . . . . 17
Table 2.3Service attributes 18
Figure 2.4 Competitive value matrix—40 tractors/hobby farmers . . . . . 203.1 The value-process linkage . . . . . . . . . . . . . . . . . . . 22
Table 3.1 Calculation of CTQ value gaps 23
Table 3.2 Value gap importance at the value performance
criteria level 24
Figure 3.2 Customer-focused value stream . . . . . . . . . . . . . . . . 26
Table 3.3 CTQ/process matrix . . . . . . . . . . . . . . . . . . . . . . 28
Figure 3.3 The service/repair value stream map . . . . . . . . . . . . . . 304.1 Product/market matrix . . . . . . . . . . . . . . . . . . . . . 32
Figure 4.2 WesTrac P/M matrix 36
Table 4.1 Quality driver rankings 37
Figure 5.1 A generic view of value 425.2 Sample moderator guide . . . . . . . . . . . . . . . . . . . . 45
Table 6.1 Randomizing questions 56
Table 6.2 Customer loyalty questions . . . . . . . . . . . . . . . . . . . 59
Table 6.3 Demographics . . . . . . . . . . . . . . . . . . . . . . . . . . 28
Table 7.1 A comparison of four survey methodologies . . . . . . . . . . 76
Figure 7.1 Sampling procedures . . . . . . . . . . . . . . . . . . . . . . 777.2 Sample quotas—household shoppers . . . . . . . . . . . . . . 78
Table 8.1 Intercorrelations among and between attributes . . . . . . . . 85
Table 8.2 Machine Quality Factors . . . . . . . . . . . . . . . . . . . . 88
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viii List of Figures and Tables
Table 8.3 Intercorrelations among factors and value . . . . . . . . . . . 89
Figure 8.1 The factor analysis process . . . . . . . . . . . . . . . . . . . 90
Table 8.4 ISP value performance criteria (attributes) 91
Figure 9.1 Repair promise/delivery time . . . . . . . . . . . . . . . . . . 989.2 Transactional survey . . . . . . . . . . . . . . . . . . . . . . 101
Figure 9.3 Survey linkage to CRM . . . . . . . . . . . . . . . . . . . . . 1039.4 Menu-driven reporting system . . . . . . . . . . . . . . . . . 104
Figure 9.5 Performance trend report . . . . . . . . . . . . . . . . . . . . 1049.6 Management dashboard . . . . . . . . . . . . . . . . . . . . . 105
Figure 9.7 Value model—electricity/residential users . . . . . . . . . . . 1069.8 “Routine transactions” attributes . . . . . . . . . . . . . . . . 106
Figure 10.1 Generalized value model 11210.2product/market matrix . . . . . . . . . . .