Otomotiv Sektöründe Yalın Altı Sigma Metodolojisi ile Satış Süreçlerinin İyileştirilmesi

Öz

Amaç: Bu çalışmada, bir otomotiv firmasının satış süreçlerinin Yalın Altı sigma (LSS) yönetim felsefesi ile iyileştirilmesi ele alınmıştır. Otomotiv sektöründeki geçmişi 1980’lere dayanan firma, bugün Türkiye'nin yoğun rekabete dayalı bu sektörde özellikle üst segmentte yer alan geniş bir ürün gamına sahiptir. Bu çalışma kapsamında, müşteri memnuniyetinin korunması ve artırılması amacı doğrultusunda, satış süreçlerinde dijitalleşmeye yönelik iyileştirmeler hedeflenmiştir. Yöntem: Uygulama, müşteri memnuniyetsizliğine neden olan süreçlerin iyileştirilmesi ve bütünleşmiş bir sistem oluşturulması amacıyla LSS araçlarından DMAIC (Tanımlama, Ölçme, Analiz, İyileştirme ve Kontrol) yöntemi ile yürütülmüştür. Yöntem adım adım uygulanarak amaç doğrultusunda iyileştirmeler yapılmıştır. Bu çerçevede müşterilerle çeşitli anketler yapılmış, satış süreçlerinde yer alan çalışanlarla beyin fırtınası çalışmaları gerçekleştirilmiş ve bunların sonucunda elde edilen veriler değerlendirilerek süreç iyileştirmesine gidilmiştir. Bulgular: Satış süreçlerinin tüm aşamaları LSS yaklaşımı ile ele alınmış ve çalışmaya başlamadan önce %88 olan müşteri memnuniyet oranının çalışma sonrasında %95’e çıktığı gözlemlenmiştir. Sonuç: Bu çalışmada Türkiye’de faaliyet gösteren prestijli otomobil satışı gerçekleştiren bir firmanın satış süreci ele alınmıştır. Bu inceleme, satış organizasyonunda LSS projelerinin nasıl uygulanabileceği hakkında net bir görüş sunmaktadır. Çalışma, LSS uygulamasını kolaylaştırmak için literatürün zenginleşmesine de katkı sağlamaktadır.

Anahtar Kelimeler

• Yalın Altı Sigma
• DMAIC
• otomotiv satış süreçleri
• süreç iyileştirme
• müşteri memnuniyeti

Improvement of Sales Processes with Lean Six Sigma Methodology in the Automotive Industry

Öz

Aim: In this study, the improvement of the sales processes of an automotive company with the Lean Six Sigma (LSS) management philosophy is included. The company, whose history in the automotive sector dates to the 1980s, has a wide product range that is at the top of this sector of Turkey, which is based on intense competition. Within the scope of this study, improvements that will form the basis of digitalization in sales processes are aimed in line with the main purpose of maintaining and increasing customer satisfaction. Method: The application was carried out with the DMAIC (Define-Measure-Analyze-Improve-Control) method to improve the processes that cause customer dissatisfaction and to create an integrated system by using LSS tools. Improvements were made in line with the purpose by applying the method step by step. Various surveys were conducted with customers, brainstorming activities were carried out with employees involved in sales processes, and process improvements were made by analyzing the data obtained from these activities. Results: All stages of the sales processes were addressed using the LSS approach, and it was observed that the customer satisfaction rate, which was 88% before the study began, increased to 95% after the study. Conclusion: In this study, the sales process of a company operating in Turkey and selling prestigious automobiles is discussed. This review provides a clear view of how LSS projects can be implemented in the sales organization. It also contributes to the enrichment of literature to facilitate the LSS application.

Anahtar Kelimeler

• Lean Six Sigma
• DMAIC
• automotive sales processes
• process improvement
• customer satisfaction

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