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Summary

Companies that have fully integrated Six Sigma into their regular marketing-decision processes report having great success in two areas:  employing Process Mapping to build the foundation of the market research and allowing the Voice of the Customer (VOC) to lead the requirements and specifications of the data collection.

In greater detail, process mapping helps marketers to see that there are, in fact, patterns buried in the seemingly random nature of the tasks they undertake each week.  This pattern recognition helps break down perceptions of where time, money, and energy are misspent and forces a re-examination of how market research is adding value at each stage.  Further, listening and catering marketing efforts to the Voice of the Customer (VOC) is also at the heart of Six Sigma marketing.  VOC works by ensuring that customer-centric business decisions become the norm and inspires the organization to higher levels of challenge in producing better products and services.  This, in turn, creates more opportunities for differentiation in brand marketing and better coordination of sales channels.

Marketers who embrace what Six Sigma really stands for (growth, efficiency, and customer-centricity) see ways to use the tools and training to inspire new levels of creativity and innovation in organizations. 

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