Archive for DMAIC
Who determines quality?
Posted by: | CommentsQuality is measured by our customer. Therefore, our goal should be to meet our client’s requirements and expectations. This is a critical concept about quality. Sometimes there is a tendency to think that ‘quality’ means the best advertisement, the best circulation and absolutely 100% open rates. However, in most cases, the customer does not expect, and cannot afford, a perfect solution. If there are a few bumps in the deliverables or in the material, the prospect can still say that the marketing process solution was delivered with a high level of quality. On the other hand, a flawlessly designed, defect-free solution that does not meet the customer’s needs is not considered high quality. The purpose of the quality process is to first understand the expectations of the customer in terms of quality, and then put a proactive plan and process in place to meet those expectations. Please consider reviewing my e-book, Mirror Marketing.
One of the purposes of a quality process is to find errors and defects as early in the process as possible. Therefore, a good quality process will end up taking more effort hours and cost up-front. However, there will be a large payback as the process progresses. For instance, it is much easier to spot clients that have other requirements during the trial or analysis phase of the process, rather than have to over sell and/or make commitments that may prove unachievable. Creating a process that walks prospects through your marketing funnel will allow you to have more repeatable or referable prospect in the long run. It is also much cheaper to find a problematic customer during the marketing process, rather than after your product or service is already being utilized.
Related Subjects: 10-Step Project Management , Lean Six Sigma
Start with 2 definitions to find quality in your marketing
Posted by: | CommentsQuality in marketing may be considered too subjective and therefore difficult to define. However, there is a lot about quality and marketing that can be made objective. But to first understand quality in marketing, I think it is important to understand two terms: Process and Metrics.
Quality is not an event – it is a process, and a mindset. A consistently high quality product cannot be produced by a faulty process. There needs to be a repetitive cycle of measuring quality, updating processes, measuring, updating processes, etc. In Six Sigma we use a process called DMAIC which means Define, Measurement, Analyze, Implement and Control. In Lean they discuss the PDCA cycle of Plan, Do, Check and Act. You cannot have a quality system without a defined process. So we must start here and using an established process is simply the best avenue that most of us can take.
To make the quality process work, collecting metrics is vital. If you are not going to capture metrics, it will be hard to improve processes through a quality management initiative. So, what kind of metrics do you capture? First, we must break down the term of “quality” into a number of areas that define the characteristics of quality. Then, look at each of the individual characteristics and determine one or more metrics that can be collected to mirror the characteristic. For instance, one of the features of a quality e-mail program may be increasing percentage of open rates. This is an easily achieved metric that can be measured after the solution goes live.
This week my blog will focus on improving the quality of marketing. Do you have a quality topic that you would like to see addressed?
Releated Subjects: 10-Step Project Management , Lean Six Sigma
