Cathy Lumsden outlines a Lean Six Sigma project to analyze how implementing a social media campaign can help a company increase revenue, ROI, and customer retention. The project will examine 2007-2012 data from a large multinational corporation and compare customer service complaints to metrics like revenue loss and customer acquisitions. The team, led by Cathy Lumsden, will identify the best social media options for customer service that generate a 65% increase in revenue and 85% decrease in complaints.

1. Cathy Lumsden, Green Belt Candidate
January 11, 2013

2. Define Phase
Project Charter
Opportunity for Improvement (OFI): The company is losing market share by 30%
approximately $25 million quarterly because it is not utilizing Social Media to enhance customer
service. Customers are angry, frustrated and taking their business elsewhere.
◦ Critical to Quality (CTQ) = Prevent loss of market share via a Social Media
plan
Goal Statement: The study will illustrate how the implementation of a Social Media
campaign helped the company increase its Revenue, ROI, and Customer Retention through the
implementation of Lean Six Sigma.
◦ The company is now attuned to the Voice of the Customer and is competitive.
Scope: A large multinational corporation serves as the model for the review. Examined are
the 2007 – 2012 quarterly results.
Study Metrics: Customer service complaints are compared to revenue loss, customer
acquisitions, and customer retentions.
Business Case and Team: Identify best Social Media options for Customer Service that
will generate in increase in revenue of 65% and a decrease in customer complaints by 85%.
◦ Team Lead: Cathy Lumsden – Green Belt
 Tyler Slone – Executive Sponsor
 Olivia Turner – Black Belt
 Jackson Taylor – Project Champion
 Charlotte Hall – MBB/Mentor
 Levi Carlton - Recorder

3. Define Phase
 Voice of the Customer

4. Define Phase
 Eight Wastes

5. Measure Phase
 SIPOC DIAGRAM
Analyze Recommend
Gather Document Implement
Customer Service Customer
Customer Customer Social Media
Survey Results - Service
Survey Service Survey Service. Plan - Step 5
Step 3 Solutions Plan -
Results - Step 1 Results - Step 2
Step 4

6. Measure Phase
 Process Mapping – Customer Decision Journey
1.Consider: What
brands/products do consumers
have in mind as they contemplate
a purchase?
2.Evaluate: Consumers gather
information to narrow their
choices.
3.Buy: Consumers decide on a
brand and buy it.
4.Post-purchase: Consumers
reflect on the buying experience,
creating
expectations/considerations that
will inform a subsequent purchase
5.Advocate: Consumers tell
others about the product or
service they bought.

7. Measure Phase
 Current Value Stream
Map

8. Measure Phase
 Pareto Analysis

9. Measure Phase
 Scatter Diagrams
The Social Media plan implementation enabled the Call Center
to be more responsive to customer issues. The Call Center
became proactive in generating revenue and increasing ROI.
Web site usage increased. Complaints dealing with service
issues, tech support, and delivery delays decreased

10. Measure Phase
 Social Media Distribution Charts – Measures of Dispersion
These two sets of
distribution charts illustrate
the positive impact of
Social Media upon
Revenue. There is a direct
correlation with the
decrease in customer
complaints to the
increase in revenue in
millions.

11. Analyze Phase
 Maximizing ROI

12. Analyze Phase
 Fishbone Diagram

13. Analyze Phase
 Validating Measurement
Average Chart
Range Chart
Parallelism Plot - Revenue Chart

14. Improve Phase
 Failure Mode and Effects Analysis
• Improve Process Flow and Eliminate Waste
– Waiting (delivery of product vs. promised delivery date), over-processing
(hard sale), over-production (customer complaints), defects (technical
support), transport (delays), inventory (product) and motion (duplicate calls
by staff)

15. Improve Phase
 Future Value Stream Mapping

16. Improve Phase
 Sustaining and Extending ROI

17. Control Phase
 IMR Chart
As customer complaints decrease
, revenue increases
Note: Focus is not just on
customer complaints incorporates
costs of customer complaints –
There will always be some
customer complaints but they do
not always impact revenue.
The Social Media Plan is
implemented in 2010 QTR 1.
These charts show the impact of
the plan upon revenue.

18. Control Phase
 Xbar and R Chart of Category (Service, Web, Tech
Support, Delivery, and Upgrades)

19. Control Phase
 Extending ROI

20. Summarization of Lean Six Sigma Project Findings
 Improvements through Analysis of Customer Service Social
Media Programs
 1) Seeking an actual response from the company about a
service issue – 50% increase in responsiveness
 2) Praising the company for a great service experience –
48% increase
 3) Sharing information by customers about their positive
service experience with a wider audience – 47% increase
 4) Venting frustration about a poor service experience – 46%
decrease
 5) Asking other users how to have better service
experiences – 43% increase