Why Do We Need Design of Experiments (DOE)?

After listening to my explanation on DOE, my colleague looked quite puzzled. He asked, “If we are focusing on improving CX, would not common sense dictate that the High Level factor e.g. the proactive approach should be part of any combination of levels that could result in higher CX? Do we even need to conduct Design of Experiments (DOE) for this?”

I smiled as I took a sip of my coffee. “Imagine a scenario if you were to dine in at an open-air stall operated by an old cook who also happened to assume the role of a waiter. Let us say that this chef serves the best, if not among the best of Char Koey Teows which you can find in Penang. Would you be fine if you were to wait for your turn to tell the chef-cum-waiter on your order as he toils in the wok or would you prefer him to leave his wok and take your orders instead ? Would this affect your dining experience in anyway?”

My colleague replied, “I guess I can wait for my turn and tell him what I want. If the food is really that good, I do not mind giving a high rating”.

“There you go. A minute ago, you were using common sense to imply that the High Level factor e.g. proactive approach would result in higher CX rating. But if most of the customers do not mind waiting like you, then the CX rating will be higher even under the reactive approach i.e. Low Level factor. DOE can provide valuable insights like this so that the business owner can focus on factors which are really essential to tune his or her desired output to an optimum level.” I explained.