Improve Efficiency of Marketing Process by Using Six Sigma
This paper details how Six-Sigma methodology was utilized to improve marketing process of an original equipment manufacturing plant. Six-Sigma, like total quality management, is a strategy for improving customer satisfaction by reducing variation and thus producing products and services better, faster and cheaper. Usually, an organization uses the DMAIC (Define, Measure, analyze, Improve and Control) methodology to improve current process performance. Initially, Six-Sigma methodologies were implemented to improve manufacturing processes and now its use is rapidly expanded to other functional areas. Marketing and Sales processes are the driving force for any business process. The sales of products as per the business plan are very critical for survival for any business house. The structured methodology of DMAIC was applied to improve the sales productivity by improving the marketing process. This project has substantially benefitted the organization by redefining the marketing process as lead generation, prospect conversion and then sales conversion. For all these sub processes, probable causes were identified, validated by factor analysis & prioritized by carrying out regression analysis. Root causes were established and necessary process changes were implemented to achieve the desired sales productivity. This paper will be of interest to academic researchers and practical managers. It describes the justification and selection of the project, how the tools and techniques of DMAIC methodology were employed in the different phases and how the improvement actions were implemented. This project methodology can be used generally to improve the sales productivity for any other business processes as well, which will help in increase turnover, achieving business targets and finally survive in the competition.
six sigma DMAIC (define measure analyseimprove control) SIPOC CTQ (critical to quality) sigma rating factor analysis regression analysis
Sanjit RAY
SQC & OR Unit 8th Mile, Mysore Road, Bangalore, Karnataka, India
国际会议
西安
英文
1006-1010
2011-06-17（万方平台首次上网日期，不代表论文的发表时间）