Although Six Sigma is directly related to the improvement of business processes, its ultimate aim is to offer better products and services to customers. This means that process improvement is not an end in itself, that it is a just a means of improving quality of goods manufactured and services rendered. This process helps in improving bottom lines and reducing operational costs, but the real benefits are derived in the form of increased customer satisfaction.

In the business world, satisfying customer needs should be the penultimate aim of every business organization, as it will not only help in increasing revenues but also help in securing the company's future prospects. The top companies that have managed to remain on the top have been able to do so because of their commitment towards improving customer satisfaction.

Customer Orientation

Six Sigma was originally devised as a method for improving business processes in the manufacturing industry. Motorola Corporation was the first company to implement these concepts into its business processes for making significant changes in operational costs and product utility. However, with the development of new concepts and methodologies, the use of Six Sigma has spread to the services sector as well. Since the basic aim of this concept is to improve customer satisfaction, it does not matter in what type of industry it is being implemented.

The Six Sigma approach focuses on innovation rather than confirming to predetermined standards. It lays stress on continuous quality improvements rather than limiting the quality to a certain predetermined level. It calls for increased customer involvement at every stage of product development so that companies can offer products and services that suit specific customer requirements. This approach has helped many businesses to improve their profits and stay ahead of the competition.

Six Sigma Process and Customer Needs

Customers have become very critical of the products or services that are offered to them and are appreciative of only those products that offer value. By utilizing said concepts that concentrate on specific customer needs, businesses can get a fair idea as to what features should be integrated in the product or service offering. While designing a product or service, Six Sigma allows product development managers to source inputs from customers and quantify the inputs. Quantification is necessary as customer inputs are often very vague in nature such as "better quality", "low cost" and others. By quantifying the inputs, Six Sigma allows managers to understand the basic needs of the customers, which can then be integrated in the product or service offering.

The scope of Six Sigma stretches far beyond the initial product development and includes proper management of after sales customer services as well. Improving after sales services with Six Sigma helps companies in maintaining the vital link, which in turn helps build customer loyalty. Building customer loyalty has gained prominence in recent years because it allows companies to have a regular source of revenue. It also helps companies in increasing their customer base, as satisfied customers are most likely to recommend the product or service to their friends and associates. This type of word of mouth publicity is certainly better than standard marketing techniques that involve thousands of dollars in advertising and marketing costs. Businesses that have a long list of loyal customers are bound to be successful both in the short-term and in the long-term.

Based on the feedback received from customers, Six Sigma allows businesses to create a win-win situation for all. Businesses benefit from reduced operational costs whereas customers benefit from the improved quality of the product or service offering.

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About the Author

Tony Jacowski is a quality analyst for The MBA Journal. Aveta Solution's Six Sigma Online offers online six sigma training and certification classes for lean six sigma, black belts, green belts, and yellow belts.