Evaluating Service Through Customer Data

The development of a lean Six Sigma for service plan relies heavily upon the collection of customer-based data. This information not only indicates the current level of quality being delivered, but can be helpful in prioritizing improvements for service processes.

Sources of Customer Data

Existing service processes often include mechanisms for customer data collection. This information is available through reporting on refunds, complaints, return/exchange requests, etc. A fairly broad view of performance trends may be obtained from this information, but it may be difficult to determine root causation.

More targeted data may be gathered from additional forms of customer contact. Employing surveys, interviews, focus groups, and feedback forms for this purpose provides more specific details which can reveal lean Six Sigma for service opportunities. Whereas service data on hand indicates the percentage of returns versus exchanges, for example, these collection methods allow the customer to explain why they were dissatisfied in the first place. The additional details improve an organization's insight into the cause of service issues.

  • Surveys - Surveys can be mailed out or performed over the phone. This form of data collection is helpful in uncovering specific details pertaining to service and product quality.
  • Interviews - Interviews are performed in a face-to-face setting with customers or potential customers. This collection method provides detailed information about the customer experience.
  • Focus Groups - Assembling small groups of customers in an interview setting that targets a specific question or issue is a useful means to generate customer opinion.
  • Feedback Forms - This is a fairly common rating system used by service organizations as a measurement of performance and customer satisfaction. These forms are typically included as part of a customer's post-service paperwork.

Evaluating Customer Data

With a range of customer data collected, it is possible to identify trends or common issues over a specific time period. A number of tools can be help in analyzing the raw data, such as line graphs, control charts, Pareto and comparative analysis. The type of information required to uncover lean Six Sigma for service issues determines the best analysis method.

  • Line graphs - indicate how static or dynamic a service characteristic is over time.
  • Control charts - illustrate whether performance changes and can identify causation factors if variation is present.
  • Pareto analysis - reveals the primary causes of customer dissatisfaction, and is vital in prioritizing lean Six Sigma for service process improvements.
  • Comparative analysis - determine whether and to what degree consumer attitudes change over time, and can indicate the effectiveness of process improvements.