R. Eric Reidenbach Ph.D.

C.I. Engineer

R. Eric Reidenbach, Ph.D., is the developer of Six Sigma marketing a disciplined and fact-based approach to growing market share in targeted product/markets by creating and delivering superior value. His book, Six Sigma Marketing: From Cutting Costs to Growing Market Share (ASQ Quality Press, 2009), has been described as the next generation of Six Sigma. His book Listening to the Voice of the Market: How to Increase Market Share and Satisfy Current Customers (Productivity Press, 2009) was released November 2009.


Reidenbach is currently the director of the Six Sigma Marketing Institute. Six Sigma Marketing is a fact-based disciplined approach to growing market share in targeted product/markets by providing superior value.   For a free pdf of his new book Best in Marketing: The New Imperative for U.S. Manufacturing go to www.6sigmarketing.com and go to the contact page.

Fri, 07/31/2009 - 12:20
Growing Market Share Through Customer Retention Value is a much stronger predictor of loyalty than satisfaction
Tue, 07/13/2010 - 06:46
How loyal are your customers? That’s a question I bet many companies can’t answer with any specificity. Yet, it’s a critically important question. If you haven’t heard by now, loyal customers are profitable customers—an annuity, if you will, with…
Hearing (and Acting Upon) the Voice of the Market Identifying factors that are critical to quality
Wed, 05/26/2010 - 06:00
Successful quality initiatives are based on understanding the true nature of “quality.” It resides in the minds of those who judge it and use it to make their purchase decisions—in other words, the market. Divorced from the market, quality or value…
Divorced From the Market, Quality and Value Have No Meaning It’s imperative to understand how your targeted product/markets define quality and value.
Wed, 05/12/2010 - 07:00
Quality Digest Daily recently published the results of a survey of 415 manufacturers and 179 retailers that was “designed to identify the top business and supply chain issues, as well as how manufacturers and retailers expect to leverage IT…
Tired of Being a Follower and Not a Leader? Focus on value.
Wed, 04/28/2010 - 19:42
I just read an article that appeared on Quality Digest Daily, “The Quality Crisis in America,” by David C. Crosby. The gist of the article is that the nation is in the midst of a quality crisis that has been with us for a very long time. The…
Six Sigma Marketing’s Return on Value How a utility company achieved superior margins while significantly enhancing its corporate image
Thu, 03/04/2010 - 05:00
“Our corporate mission is to deliver the ‘Best Value in Energy and Related Services,’” according to a large Midwestern electric and gas utility company. This is a mission statement, which after a minor modification (just change the industry), could…
Decreasing Customer Churn with Six Sigma Using Six Sigma in the call center
Wed, 02/17/2010 - 06:00
One of my clients, a wireless business-to-business (B2B) telecom company, was experiencing a significant problem in their call center. They were absolutely inundated with calls—most of them problems. They were spending a significant amount of money…
Is Six Sigma Hijacking the Real Customer? We've lost sight of who our customers really are.
Fri, 07/31/2009 - 12:20
Pick up any article or book, attend any conference on Six Sigma, or talk with any Black Belt or Master Black Belt and you will hear the Six Sigma gospel about the importance of the voice of the customer. For example, in their book Six Sigma: The…