Page 47 - Design for Six Sigma for Service (Six SIGMA Operational Methods)

Design for Six Sigma Road Map for Service 29

However, as we discussed in Chap. 1, DFSS is a Six Sigma–based approach
in guiding design activities. Specifically, DFSS is a systematic methodology
that uses tools, training, project management, and discipline, to optimize the
design process during the designing of products, services, and processes, in
order to achieve superior designs to maximize customer value at Six Sigma
quality levels. DFSS is also a problem-preventing methodology that guides
the new design and redesign processes by using a DFSS road map that
focuses on defect prevention and value creation. This is accomplished
through Six Sigma (DFSS) projects.

Since good service design has a big impact on service quality, it is natural
for a Six Sigma service company to extend Six Sigma activities in the
service design area in order to raise its service performance level, service
quality, and service efficiency to a whole new level. This is the essence of
DFSS in the service industry.

However, when implementing DFSS in the service industry, we have to
realize that unlike the manufacturing industry, the service industry has many
special features as follows:
1. Some manufactured products have a long product development lead
time [from a few months (consumer goods) to tens of years (defense
industry)] and heavy research and development (R&D) expenditure.
The design and build time in the service industry can be much shorter,
and R&D expenditure is usually much less. Of course, there could be
exceptions; for example, software development can be a costly and
lengthy process.
2. There are more direct customer interactions with service providers
than with providers in the manufacturing industry; the intangible psy-
chological factors, such as personal image, word of mouth, and brand
image usually play a larger role.
3. Service industries usually work in a more volatile marketplace, where
the market situation changes very quickly. There are usually frequent
service redesigns.
4. When service redesign happens, usually when the service product
(service offerings) changes, the corresponding service delivery process
will also change. However, there are plenty of cases where only the
service process changes.
Therefore, the implementation of DFSS in the service industry has to take
into account these special features. The DFSS road map introduced in this
book is tailored to fit the special needs of the service industry. It has the
following features: