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Outline
Title: Business-facing DMAIC-based case study
Specific Purpose: In-App Delivery Time of Business Enterprises: Customer Satisfaction and Process
Improvement
Introduction: Discussion of the case study background and the methods to be used in analysis
Body
Case Study ‘Plan’
Paragraph 1: Case study definition and audience.
Methodology
Paragraph 1: The study will include both qualitative and quantitative techniques in its analysis and
SPSS 25 software will be used to process and analyze the collected data.
DMAIC and Lean Six Sigma Tools
Paragraph 1: Discussion of the application of DMAIC and Lean Six Sigma tools in the case study
DMAIC and Lean Six Sigma Tools
Paragraph 1: A reflection on the DMAIC phases and lean six sigma tools to be used
Ethics of Lean Six Sigma
Paragraph 1: Discussion of Lean Six Sigma (LSS) principles are focused towards satisfying the
customer
Define Phase
Paragraph 1: Discussion of hypothesis, data, stakeholders, and objectives
Business-facing DMAIC-based case study
Name:
Course:
Institution:
Date:
In-App Delivery Time of Business Enterprises: Customer Satisfaction and Process
Improvement
1. Introduction
During the pandemic, in-app purchases are encouraged. In January 2021, the operations manager
of fish retail store F realized there was a reduction of reordering rates. Therefore, business-facing
DMAIC (Define–Measure–Analyze–Improve–Control)-based case study was proposed to help
enhance process improvement in retail store F as they are finding it difficult to maintain
customer loyalty. According to Pereira et al. (2019), optimizing the internal processes of a
business enterprise is a critical factor and the continuous changes in the digital market also
demand for an integration of Lean Six Sigma tools to increase system efficiency. Therefore, a
lean six sigma DMAIC case study is proposed to be used in increasing in-app purchases
customer satisfaction, providing high quality services with improvement on lead times.
2. Case Study ‘Plan’
2.1. Case Study Definition and Audience
2.1.1. Case Study Definition
The case study will use an integrated lean six sigma DMAIC approach to analyze data
concerning lead times from in-app purchases of retail store F. The problems found in this case
study include in-app reordering rate reduction and low app ratings from numerous customers.
The customers had used the app to order fish and fish products from retail store F. The overall
satisfaction state from looking at customer reviews is not encouraging for the retail store.
2.1.2. Case Study Audience
The operations manager is alarmed over the increasing incidence of customers that provide low
rating scores after making a purchase. The prepared report will be used by the marketing,
logistics, and operations department to make informed decisions concerning process
improvement in retail store F. The store manager will find the analysis to be vital and the report
will provide important insights concerning effectiveness in service delivery to customers and
techniques of increasing customer loyalty. Fish retail store F is deficient of numerous structural
performance practices which account for reduction in reordering rate and the report is meant to
conduct a deep analysis to improve product flow in retail store F (Cannella et al., 2018). Also,
the employees will find the report to be beneficial concerning their work rate and response
aptness concerning in-app orders. According to George et al. (2005), Lean Six Sigma (LSS) tools
will help increase effort towards process improvement for fish retail store F.
2.2. Methodology
The study will include both qualitative and quantitative techniques in its analysis and SPSS 25
software will be used to process and analyze the collected data. Data collection will take not
more than five days and it involves studying the consumer shopping habits from the app which
will provide the essential data required. The operations manager will ensure that vital data for the
case study is available and with a coordination of the staff in the operations department to work
together in providing waiting times (WT) to fish delivery from the initial placement of an order.
Also, the app analytic section will provide another essential information concerning reordering
and the responses in this section will involve a dichotomous variable with answers of yes or no
representing if a customer reorders again or not. Afterwards, the team will be applying Lean Six
Sigma tools to analyze customer data and the DMAIC phases will help in sticking to the
structure of process improvement without skipping any step (Trimarjoko et al., 2020). Customer
satisfaction measurements are considered vital hence they are the required outcomes in this
DMAIC case study. Fish retail store A is on the brink of losing numerous important customers
who were once loyal to the store which calls for an effective methodology that delves deep into
their concerns to find a viable and sustainable resolution. Therefore, the Lean Six Sigma
systematic framework is engaged with statistical methods to improve the DMAIC process
enhancing timeliness and cost-effectiveness.
2.3. DMAIC and Lean Six Sigma Tools
Customer satisfaction and process improvement process in this case study is vital and the
application of DMAIC and Lean Six Sigma tools is aimed at achieving them. In the define phase
of the case study, voice of the customer (VOC) and critical to quality tree tools will be used. In
the measure phase, a value stream map will be used in visualizing every component required in
improving the lead time and in this way the process can be optimized (Huang et al., 2019). The
analyze phase will integrate the failure modes and effects analysis (FMEA) LSS tool with
boxplots and scatter plots from SPSS software helping to show variation and how data is
distributed. The improve phase will further utilize SPSS software simulations, brainstorming,
and priority solutions to reduce lead time and put measures in place to improve customer
satisfaction. Lastly, the standard operating procedure will be used in the control phase of
DMAIC.
DMAIC Phases
LSS Tools to be used
Define
Voice of the customer (VOC) and critical to
quality tree tools
Measure
Value stream map
Analyze
FMEA, boxplot, and scatter plot
Improve
Simulations, brainstorming, priority solutions
Control
Standard operating procedure
Table 1: LSS tools to be used in DMAIC Phases
2.4. Ethics of Lean Six Sigma
Lean Six Sigma (LSS) principles are focused towards satisfying the customer and this makes the
retail store management to look at the project through the customer’s eye. Therefore, for LSS to
work effectively, the managing team should change their way of working, executing, planning,
and thinking for the results to be achievable (Ishak et al., 2019; Pereira et al., 2019). The ethical
perspectives applied in this case study include words such as focus, balance, productivity, and
fulfilment which are associated with biblical knowledge that always guides people in doing what
is right to achieve improved efficiency in process improvement (Testament, 2015). Therefore,
Jesus as our leader, served as an example towards the application of the above ethical
perspectives which the departmental managers of the Fish retail store F should replicate in
serving their customers.
3. Define Phase
3.1. Hypothesis and Data
The business-facing DMAIC (Define–Measure–Analyze–Improve–Control)-based case study is
about lead time and reordering rates in the in-app purchases of fish products for retail store F.
The hypothesis of the study is: Ho: Reducing the lead time will not increase customer
satisfaction Ha: Reducing the lead time will increase customer satisfaction. The operations
manager, after realizing a negative trend with reordering rate for in-app purchases, suggested that
the fish retail store F undergo a Lean Six Sigma DMAIC process to improve quality of service
and find techniques to reduce lead time. The customer data in the app’s analytic tool are bad and
93 percent of the bad reviews are complaining about the delay in fish delivery from the day they
put an in-app order. With the use of a built-in app tracking tool, the number of complainants who
do not reorder keep on increasing. For that reason, the definition of this project was
accomplished by the operations manager and he suggested the projected be given the first
priority since the fish retail store was losing customers at a very high rate.
3.2. Stakeholders and Objectives
The stakeholders of this case study are taken to be the store manager, the departmental head...