Following my earlier post, I've received a few questions about the Six Sigma process. There are a number of useful resources online such as i Six Sigma.
But not many of the sources apply the methodology to communications. Here's a brief overview of the process:
6 Sigma Marketing Communications
Six Sigma can have a significant effect on any marketing/corporate communications program. It requires being open to new ways to approach issues and processes. It also requires commitment and a willingness to follow the data to make necessary and, sometimes, challenging changes. With the right attitude, Six Sigma can drive continuous improvement and culture change.
The word sigma is a statistical term denoting deviation from perfection of any given process. Perfection in a process can be benchmarked depending on ideal values of some specific metrics. The actual attained average of that process can be measured. The deviation is Sigma. The lower the deviation, the higher the value of Sigma.
Six Sigma is attained when a process or system produces no more than 3.4 defects per million opportunities. An "opportunity" is defined as a chance for nonconformance, or not meeting the required specifications. Six Sigma is slightly more than “Zero Defects.” So it is really not perfection, but as close to perfection as possible.
Importance of Six Sigma
One of the most important benefits of applying Six Sigma to corporate communications is the ability to improve results based on customer requirements and expectations. Customers can be either internal or external to an enterprise. Essential components of Six Sigma are the “critical to quality” (CTQ) elements that help define the process or service. Identifying CTQ elements requires:
· A structured problem solving method that provides continuous awareness and constant identification of root causes resulting in improved quality across all levels and functions of the organization.
· A transformation to a customer-facing, data-driven, proactive culture based on accountability, with an emphasis on results.
· The utilization of statistical analysis tools to reduce process variation.
Once the CTQs are identified and Six Sigma is in place, the result will be improved customer satisfaction and lower costs as a result of less rework, and streamlined business processes.
The Basics of Applying Six Sigma Methodology to Corporate Communication
Part of the appeal of Six Sigma is that by its very nature, it is consistent. Once key principles and tools are mastered, applying it to corporate communications programs can become part of an ongoing planning and strategy process. Some of the basics of applying Six Sigma to corporate communications require you to:
1. Identify your product or service. Which area of corporate or marketing communication do you want to improve? Internal, external? For example, what type of communications output do you want to address? Management communication, proposals, presentations, advertising, press releases? Be specific.
2. Identify your customers. The marketing communication function has diverse customers, such as the media, industry analysts, employees, the community, business customers and stakeholders. Your customers are anyone who receives or benefit from the output of your program. There is frequently more than one customer for the same program.
3. Identify CTQs. A survey can determine what's on your customers’ minds, what is important to them and how they perceive your role - this is referred to as Voice of the Customer (VOC). Focus groups, customer panels and feedback can also prove useful in gathering this information. Once the data is collected a process map should be created. This will help track progress in key areas and carry out continuous improvement, which is the ultimate goal.
That's all for now. At some point I can post a few examples of actual comm projects.