Analysing the Customer Satisfaction level of FlipKart through Six Sigma to

improve their service levels

OR
Six Sigma in Customer Satisfication of Flipkart
Abstract
Six Sigma process improvement methodology has been accepted globally across the service
industry. In past one decade, the application and success of Six Sigma in Services is
remarkable across Information Technology organisations, Hospitality firms, Government,
Healthcare firms and Banking & Financial Sector.

This report aims to analyse the customer satisfaction level to improve their service level using
Six sigma tools by collecting the data of customer reviews and ratings from the publicly
available websites like mouthshut.com,--------------------------.

Introduction

Customer service remains a key determinant of e-commerce success (DeLone and McLean, 2004; Xu
et al., 2013) and drives customer satisfaction in online transactions (Cenfetelli et al., 2008, Xu et al.,
2013).

Customer satisfaction is commonly defined as a customer’s overall evaluation of the quality

of a service or product [13]. Maintaining a high level of customer satisfaction rating is
important for any company as such high rating is widely regarded as the best indicator of a
company’s capability of making profit [8]. Customers who are satisfied with the product or
service are more likely to repurchase, be more loyal to the company or brand, and engage in
positive word-of-mouth behaviors.

Service quality measurement has always been critical for organizations, but it has been historically
limited by difficulties in collecting customers’ opinions. With the advent of the Internet,
consumers are increasingly participating in online platforms to review products or services.
Companies can benefit from online reviews by integrating customer voices into their product
manufacturing or service delivery process by using the Quality Management tools.

In this paper we tried use of advance quality Management tools like Six Sigma for
understanding the present Sigma level of Service of e-commerce platform i.e Flipkart through
the review ratings and analyse the reviews (verbal comments) i.e Voice of Customers for
identifying the defects, customer requirements, expectations etc. The causes for the defects
and recommendation for improvement.
Methodolgy

The Six Sigma methodology recommends two roadmaps for process improvements –
DMAIC and DMADV. DMAIC roadmap is generally used to reduce process variation by
making improvements or enhancements over the existing process. It has five sequential
phases, namely Define, Measure, Analyse, improve and Control. However, the critics of Six
Sigma often claim that the DMAIC methodology of Six Sigma is not fundamentally
different from those of other quality movements (Senapati 2004).

However, our study is limited till four sequential phases (DMAI) i.e upto Improve
(recommendation part for implementation) i.e not the control phase as we don’t have access
to study the results and controlling the recommendation suggested for implementation.

(1) Define: the purpose of the Define phase is to delineate the business problem and scope
the project and process to be improved.

-------

(2) Measure: the purpose of the Measure phase is to understand and document the current
state of the processes to be improved, collect the detailed Voice of the Customer information,
baseline the current state and validate the measurement system wherever applicable.

Understanding the customer service levels by adapting the Six sigma to Customer
Ratings ----

(3) Analyse: the purpose of the Analyse phase is to analyse the data collected related to the
Voice of the Customer and the Voice of the Process to identify the root causes of the process
problems, and to develop the capability of the process.

Identifying the Defects through Affinity Diagram

Analysing the Defects with Pareto & Fish Bone Diagram

(4) Improve: the purpose of the Improve phase is to identify improvement recommendations,
design the future state, implement pilot projects, train and document the new processes

Recommendation for Service Improvements

Understanding the customer service levels by adapting the Six sigma to Customer
Ratings

The study tried to collect around ---------review ratings for one year for flipkart from various
websites like trustpilot.com, sitejabber, Mouthshut.com & desidime.com. The customer
rating in these all sites are in the scale of 1 to 5.
The steps followed for calculating six sigma for a customer Satisfaction Attribute

Step 1 : Customer Satisfication attribute : Provided support for service improvement. The
mean score for customer satisfaction on scale of 1 to 5 is ----------
Step 2 . The Customer responses less than 3 considered as dissatisfaction (a defect). The
responses above to 3 need to be targeted by the company for continuous improvement.
The proportion of reviews which are rated as 3 to 5 are called top box Customer Satisfaction score
CSAT

Based on the inputs from the ‘Voice of the Customer’ review rating and looking at the key
metrics as part of ‘Voice of the Process’, the Critical to Quality (CTQ) metric is derived.
CTQ tree (Figure 2) is used to decompose the broad customer requirements into more easily
quantified requirements, based on customer needs.

Steps 3 : Defects per unit or cycle of service : ----- /108 or -------

Total number of defects

------------------------------------------- =
Total number of review in period

Step 4 : Defects per million opportunities for error

Defects/unit * 10,000,00= ---------- defects

Step 5 : Correspondence to ----------------- sigma level

Identifying the Defects through Affinity Diagram

The review comments collected are segregated and grouped based on their relevance and
relativeness in five group of defects i.e Shipment delay, Product Quality, Customer Care,
Delivery & Return policy.
CTQ tree

8. Conclusion
The rapidly growing interest on Six Sigma across industries has made a significant impact on
how the organisations handle process-related problems.

Six Sigma deployment for organisational change has multi-fold benefits including – creating
a quality DNA, structured governance, building ideation mind-set, creating data orientation
and promoting process thinking. Six Sigma, being a data-driven methodology,has a higher
benefit----------------

Hence, Six Sigma

leads building and retaining customer relationships
through -------------------- by delivering a defect-free
delivery practice.