Rylander, David H.Provost, Tina2023-03-282023-03-282006This is the published version of an article that is available at https://www.proquest.com/docview/231244009?pq-origsite=gscholar&fromopenview=true. Recommended citation: Rylander, D., & Provost, T. (2006). Improving the odds: Combining Six Sigma and online market research for better customer service. SAM Advanced Management Journal, 71 (1), 13-19. This item has been deposited in accordance with publisher copyright and licensing terms and with the author’s permission.https://hdl.handle.net/11274/14753https://www.proquest.com/docview/231244009?pq-origsite=gscholar&fromopenview=trueArticle originally published in SAM Advanced Management Journal, 71 (1), 13-19. English. Published online 2006. https://www.proquest.com/docview/231244009?pq-origsite=gscholar&fromopenview=truePermission to deposit this file was given through direct contact with the publisher. For more information please see the faculty member's entry in Project INDEX -- EDH 7/6/23The conventional methods of gauging customer satisfaction aren't good enough any more. By the time a paper survey alerts a company of customer satisfaction problems, that customer is probably history. Technology, especially online market research tailored to each customer, should be harnessed to provide customer feedback to the front-line employees fast and accurately. Better yet, melding online technology with the principles of Six Sigma - a customer-focused, quality-improvement initiative should enable organizations to make rapid decisions based on accurate information. Two case studies show how this process can work.en-USHuman contactCustomer dissatisfactionQuality management techniquesArticle