We Can Hear You Now (a): A Customer Survey Design for a Six Sigma Project at Crutchfield Corp

11 Pages Posted: 7 Apr 2010

See all articles by Robert Landel

Robert Landel

University of Virginia - Darden School of Business

Laure Taylor

University of Virginia - Darden School of Business

Alan Zimmerman

City University of New York/College of Staten Island

Abstract

Appropriate for marketing and operations management courses. The director of CS at a customer-focused catalog electronics company has asked a Six Sigma Black Belt for assistance in evaluating several ideas to effectively obtain and analyze feedback from users of its CS department. A Design For Six Sigma project was run six years previously and discovering why the company used the Six Sigma project, as opposed to one of the many new customer-satisfaction-survey tools available from third-party vendors is a goal. Students are asked to discuss the Design For Six Sigma methodology as it applies to the project.

Excerpt

UVA-OM-1340

Rev. Dec. 21, 2009

WE CAN HEAR YOU NOW (A): A CUSTOMER SURVEY DESIGN

FOR A SIX SIGMA PROJECT AT CRUTCHFIELD CORP.

At Crutchfield Corp., the consumer electronics retailer, focus on the customer was at the core of the company's culture and history. Of course, many companies said the same thing, but at Crutchfield Corp., the commitment was quite evident.

For example, company literature featured an introductory letter from its founder and president, Bill Crutchfield, in which he recounted how he nearly went broke in the firm's first year. β€œTo figure out what was wrong,” Crutchfield wrote, β€œI mailed questionnaires to all the people who had requested my first catalog. What I learned from those surveys saved this business and became the foundation for our success.” As a result, Crutchfield Corp. frequently collected information to identify its customers' needs and expectations.

. . .

Keywords: Six Sigma, customer service, customer feedback analysis

Suggested Citation

Landel, Robert and Taylor, Laure and Zimmerman, Alan, We Can Hear You Now (a): A Customer Survey Design for a Six Sigma Project at Crutchfield Corp. Darden Case No. UVA-OM-1340, Available at SSRN: https://ssrn.com/abstract=1585661

Robert Landel (Contact Author)

University of Virginia - Darden School of Business ( email )

P.O. Box 6550
Charlottesville, VA 22906-6550
United States

HOME PAGE: http://www.darden.virginia.edu/faculty/landel.htm

Laure Taylor

University of Virginia - Darden School of Business

P.O. Box 6550
Charlottesville, VA 22906-6550
United States

Alan Zimmerman

City University of New York/College of Staten Island ( email )

NY
United States

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