Winning customers' hearts and minds using DFSS in the insurance industry

Abstract

Purpose This study aims to simultaneously examine customer complaints through the proposed novel Design for Six Sigma (DFSS) model which incorporates of creating the new insurance services to win customers' hearts and mind for the insurance industry. Design/methodology/approach A novel DFSS research methodology which includes the theory of inventive problem solving (TRIZ), Pugh concept selection, creative product analysis matrix and importance–satisfaction model (I–S Model) was proposed. In addition, a real insurance company case was studied to illustrate the effectiveness of the proposed DFSS model. Findings The results of a novel DFSS model not only can establish new services, but also can dramatically reduce the cost of resolving customer complaints. Practical implications The findings of this study are useful for insurance companies and other related service providers in devising tailored strategies to offer quality and suitable services to their customers. Originality/value This study addresses the paucity of research and marketing gaps through the proposed novel DFSS model for the first time in the insurance industry. These study findings would enable researchers and practitioners to formulate strategies for solving customer complaints effectively and develop new services from time to time.

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