How Delphi Corporation Leveraged Conjoint Analysis to Produce Innovative and Award Winning Results



Genna Weiss
05/27/2009

Conjoint analysis is a powerful tool that produces innovative results. And this human behavioral model can successfully be applied to business processes. In this Profit through Process podcast, Genna Weiss of Six Sigma IQ speaks with Kris Stark and Hank Sanftleben from Delphi Electronics & Safety Division of Delphi Corporation. Stark and Sanftleben discuss the ins and outs of conjoint analysis and explain how their project, Human Behavior and Preferences Modeling by Conjoint Analysis to Optimize a Transactional Business Process, won Best Project Contributing to Innovation at IQPC’s 10th Annual Lean Six Sigma and Process Improvement Summit and Awards.

You'll hear how Stark, a Master Black Belt and Business Process Excellence Manager, and Sanftleben, Technical Fellow, a Master Black Belt Candidate and Electronics Material Commodities Manager, came upon the conjoint analysis model-a relatively new model that effectively collects the Voice of the Customer (VOC) and quantifies and optimizes business processes that were first thought to be unquantifiable—and became determined to adopt the methodology to target Delphi’s change management approval system. Stark and Sanftleben discuss the steps they took to employ the conjoint analysis model and reduce the time it took to approve change management initiatives, which culminated in their award-winning project. You will also hear Stark and Sanftleben’s advice for how you can apply conjoint analysis to your own process improvement projects, with a particular emphasis on the need for a precise definition of the goals and objectives of your projects. In addition, Stark and Sanftleben discuss how conjoint analysis will continue to further process improvement initiatives within Delphi.