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Making a Broader Business Case for Lean Six Sigma in the B2B Environment

Presenter: John Goodman, Vice Chairman, Customer Care Measurement & Consulting, Bethesda, MD, USA

Keywords: Business Case, Customer Experience, Voice of the Customer

Industry: Customer Service, Manufacturing, Service

Level: Intermediate


ABSTRACT

Most LSS business cases are incorrectly based on cost savings. A much greater payoff can be quantified if impact on loyalty, word of mouth, margin and market share are examined. These are much more relevant in a B2B environment.

Goodman will provide base methods and guidelines for creating business cases based on revenue enhancement, not just cost-cutting. Using four case studies from business services, truck finance, commercial insurance, and medical devices he will illustrate how a compelling case can be made with the CFO for investment in quality and customer experience. Further, new research in B2B customer behavior based on the original White House-sponsored study of complaint handling will be presented. This will include emotional reaction to business customer problems. For instance, a major reaction to being misled by sales is betrayal - accompanied by sharp drops in loyalty and willingness to recommend.

Participants will learn:

1. Key components in a Voice of the Customer process which includes, but goes beyond, surveys to include contacts and operational data

2. How to design surveys to get higher response rates and more actionable data

3. How to integrate such data and how to collect customer contact data at a granular enough level to be actionable

4. Conduct a five-minute exercise to evaluate the quality of their currently available business case and VOC data

5. Using the above data to support quality improvement pilot tests

6. How to package and present data to the CFO and the CMO to gain support for investment in both LSS continuous improvement and Voice of the Customer activities.


Call for Proposals

Proposal Submission Deadline:
October 11, 2019

Acceptance notification date:
November 11, 2019

Early Registration Deadline:
February 11, 2020

Please make sure to review and prepare the material needed before you start the on-line Proposal Submission Form. Click here to see Proposal Submission Guidelines.

Who May Submit: This online form may be used by a principal speaker, co-speaker, contact person, or a committee member submitting on behalf of a speaker.

Multiple Proposals: You may submit multiple proposals.

Conference Registration Fee:
The conference registration fee is waived for the principal speaker of accepted proposals. Speakers are responsible for their travel expenses and arrangements. Co-speakers will receive a 30% discount for the conference that they are presenting at.

Length of Presentations: Technical sessions are typically 35 minutes. There will be a limited number of "double" sessions, 70 minutes, at the end of each day.

You will need the following to submit a proposal

Proposal Title: Maximum 80 characters including spaces. 

Keywords:Please include three keywords with a maximum of 100 characters, including spaces. 

Industry Sector: Please select the most relevant Industry sector for the proposal from a list.

Abstract: The Abstract should be 1,500 to 5,000 characters (note that it is Characters, NOT words), including spaces.

Biography: The Biography must be 1,500 to 5,000 characters, including spaces.

Public Profile: LinkedIn or Public Profile for link for the Principal Speaker: 

Speaker's Photo (optional)

Sample Video (optional)

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© Copyright 2019 American Quality Institute. All Rights Reserved.

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