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We're Avapond. We're like business detectives: we challenge your assumptions, figure out the real culprit standing in your way, and build whatever you need to get there.

We're Avapond. We're like business detectives. Challenge your assumptions. Figure out the culprit. And build whatever you need to get there.

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Glossary Streamline how you work 2 min read

What is root cause analysis?

Sarah Impey Marketing Director and Consultant

Short answer

Root cause analysis is a way of finding the real reason a problem keeps happening, instead of just dealing with the symptoms. You keep asking "why?" until you reach something you can actually fix. Get it right and the problem goes away for good, rather than popping up again next month in a slightly different outfit.

Contents

Why it matters

Most business problems show up as symptoms. Sales dip, or customers start complaining. It's natural to jump straight to a fix, like more marketing or a new hire. Sometimes that works. Often it just moves the problem somewhere else.

Say sales are down. You could spend more on ads. But if the real issue is that your website's confusing, and running more ads just sends more people to a page that puts them off. You've spent money and you're back where you started.

Finding the root cause takes a bit longer up front. But it saves you from fixing the same thing over and over. And it often turns up a surprise. The problem you thought was about marketing turns out to be about pricing, or the way new customers are welcomed.

Common mistakes

  • Stopping too soon.

    The first answer to "why?" is usually another symptom. Keep going until you hit something you can change.

  • Looking for someone to blame.

    "Dave forgot" is rarely the root cause. Ask why the system let Dave forget.

  • Going in with the answer already decided.

    If you're sure it's a marketing problem before you start, you'll probably find a marketing problem. Stay open.

  • Doing it alone.

    The people closest to the problem usually know things you don't. Bring them in.

How to get started

  • Write the problem down clearly. Be specific. "Fewer enquiries since March" is more useful than "marketing isn't working".
  • Ask why it's happening. Write down the answer.
  • Ask why again. Then keep going. This is often called the "five whys", although you might need more or fewer.
  • Check your answers with evidence. Look at the numbers and talk to the people involved. Make sure each "because" actually holds up.
  • Stop when you reach something you can change. That's your root cause.
  • Fix it, then check. Give it a few weeks and see if the original problem has eased.

FAQs

What are the "five whys"?

It's a simple root cause technique. You ask "why?" about a problem, then ask "why?" about the answer, and repeat roughly five times. It's quick and needs no special tools, so it's a good place to start with most everyday business problems.

Is root cause analysis only for big problems?

No. It works for small, irritating problems too, like the same question coming up from customers again and again. Those are often the easiest wins.

What if there's more than one root cause?

That's common. Plenty of problems have a couple of causes working together. Write them all down, then fix the one that'll make the biggest difference first.

Can we do root cause analysis ourselves?

Yes, and it's a good habit to get into. Sometimes an outsider helps, though (it’s what we pride ourselves on). It's hard to spot the problem when you're part of the system that's causing it.

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