Quality function deployment (qfd)

QUALITY FUNCTION

DEPLOYMENT (QFD)

Murali Raj K UNOM-DOMS

INTRODUCTION

• Quality - Meeting Customer Requirements

• Function - What Must Be Done ?

• Deployment - Who Will Do It? , When ?

DEFINITION

QFD may be defined as “A system for translating customer requirements into appropriate company requirements at each stage from research and product development to engineering and manufacturing to marketing/sales and distribution”.

“Customer Driven Product / Process Development”

TIMELINE OF QFD•1966-Development of QFD by DR. YOJI AKAO.

•1972-First application of QFD by Mitsubishi, Heavy Industries Ltd, Japan.

•1976-QFD implementation in production of mini vans by Toyota, Japan.

CUSTOMER REQUIREMENTS• In order to understand the area of customer requirements we must understand three distinct factors:

• The Customer Chain

• Obtaining Customer Requirements

• Organising of Customer Requirements

THE CUSTOMER CHAIN•A supply chain is a system of organizations, people, activities, information, and resources involved in moving a product or service from supplier to customer. Customer chain is the sequence of customers.

• Example,Manufacturer’s Product -Breakfast Cereal Customers-Supermarket - Parent who buys - Child who eats

OBTAINING CUSTOMER REQUIREMENTS

• The various sources of obtaining the customer requirements are:

•Customer Survey.

•Focus Groups.

•Direct discussions or Interviews.

•Market Survey.

ORGANISING CUSTOMER REQUIREMENTS

• The customer research techniques may not highlight all the customer needs but the common needs of the customers.

• To simplify the sampling the raw customer data is organised into groups of associated data.

• The process of organising the data allows the QFD team to reach a common understanding of customer needs.

CUSTOMER SATISFACTION MODEL

ExcitementNeeds

PerformanceNeeds

BasicNeeds

SatisfiedCustomer

DissatisfiedCustomer

Don’t HaveDon’t Do

IncludedDo Well

ExcitementNeeds

PerformanceNeeds

BasicNeeds

SatisfiedCustomer

DissatisfiedCustomer

Don’t HaveDon’t Do

IncludedDo Well

ORGANISING CUSTOMER REQUIREMENTS• In organising the customer requirements there are three categories into which they can be put. These are:

• Primary: Category of the product.

• Secondary: General specifications.

• Tertiary : Detailed specifications.

Eg: Mobile Phone

Technical Descriptors(Voice of the organization)

Prioritized TechnicalDescriptors

Interrelationshipbetween

Technical Descriptors

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Relationship betweenRequirements and

Descriptors

HOUSE OF QUALITY It is the primary planning

tool used in QFD .

It converts voice of customer into product design

It is also called as Quality tables.

QFD BENEFITS

Proactive Company

Reactive Company

Time - 14 Months90% Complete

Production Start

FEWER AND EARLIER CHANGES

LESS TIME IN DEVELOPMENT

PRODUCT DEVELOPMENT CYCLE TIME REDUCTION

1/3 TO 1/2

FEWER START-UP PROBLEMS

-5 -4 -3 -2 -1 0 1 2 3 4 5 6

Before QFD

After QFD

Production Start

Months

TOYOTA PRODUCTION START UP PROBLEMS

LOWER START-UP COSTS TOYOTA PRODUCTION START-UP COSTS

JAN 1977INDEX = 100

OCT 1997INDEX = 80

NOV 1982INDEX =62

APRIL 1984INDEX = 39

LOSSPREPARATION(TRAINING)

Production Start

TOYOTA EUROPEANRUST WARRANTY

FEWER FIELD PROBLEMS

BeforeQFD

AfterQFD

4 xProfit

SATISFIED CUSTOMERS

Focus onCustomer

Satisfaction

TANGIBLE BENEFITS• Elimination of late engineering changes.

• Early identification of high risk areas.

• Up-front determination of product process requirements.

• Significant reduction in development time upto 50%.

• Efficient allocation of resources.

• Significant reduction in operation costs.

INTANGIBLE BENEFITS• Improves customer satisfaction.

• Facilitates multidisciplinary teamwork.

• Establishes and maintains documentation.

• Strengthens relationship between company and the customers.

• Provides basis for improving planning.