Quality Function Deployment (QFD). Outline Introduction QFD Team Benefits Of QFD Voice Of The Customer House Of Quality Building A House Of Quality QFD.

QualityFunction

Deployment(QFD)

Outline

IntroductionQFD TeamBenefits Of QFDVoice Of The CustomerHouse Of QualityBuilding A House Of QualityQFD ProcessSummary

Introduction

Dr. Mizuno, Prof. EmeritusMitsubishi Heavy Industries

Kobe Shipyards, 1972

Toyota Minivans (1977 Base)1979 - 20% Reduction In Start-Up Costs1982 - 38%1984 - 61%

Dr. Clausing, Xerox, 1984Any Manufacturing Or Service Industry

QFD Team

Significant Amount Of TimeCommunication

Two Types Of TeamsNew ProductImprove Existing Product

Marketing, Design, Quality, Finance, Production, Etc.

Benefits Of QFD

Customer DrivenReduces Implementation TimePromotes TeamworkProvides Documentation

Customer Driven

Creates Focus On Customer RequirementsUses Competitive Information EffectivelyPrioritizes ResourcesIdentifies Items That Can Be Acted OnStructures Resident Experience/Information

Reduces Implementation Time

Decreases Midstream Design ChangeLimits Post Introduction ProblemsAvoids Future Development RedundanciesIdentifies Future Application OpportunitiesSurfaces Missing Assumptions

Promotes Teamwork

Based On ConsensusCreates Communication At InterfacesIdentifies Actions At InterfacesCreates Global View-Out Of Details

Provides Documentation

Documents Rationale For DesignIs Easy To AssimilateAdds Structure To The InformationAdapts To Changes (Living Document)Provides Framework For Sensitivity

Analysis

Voice Of The Customer

Driving Force Behind QFDCustomer Dictates Attributes Of Product

Customer SatisfactionMeeting Or Exceeding Customer ExpectationsCustomer Expectations Can Be Vague & General

In NatureCustomer Expectations Must Be Taken Literally,

Not Translated Into What The Organization Desires

Collecting CustomerInformation

What Does Customer Really Want ?What Are Customer’s Expectations ?Are Customer’s Expectations Used

To Drive Design Process ?What Can Design Team Do To

Achieve Customer Satisfaction?

Types Of Customer InformationSolicited, Measurable, Routine

Cus. & Market Surveys, Trade Trials

Unsolicited, Measurable, RoutineCustomer Complaints, Lawsuits

Solicited, Subjective, RoutineFocus Groups

Solicited, Subjective, HaphazardTrade & Cus. Visits, Indep. Consultants

Unsolicited, Subjective, HaphazardConventions, Vendors, Suppliers

House Of Quality

Technical Descriptors(Voice of the organization)

Prioritized TechnicalDescriptors

Interrelationshipbetween

Technical Descriptors

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Relationship betweenRequirements and

Descriptors

Building A House Of Quality

List Customer Requirements (What’s)List Technical Descriptors (How’s)Develop Relationship (What’s & How’s)Develop Interrelationship (How’s)Competitive AssessmentsPrioritize Customer RequirementsPrioritize Technical Descriptors

QFD Matrix

Absolute Weight and Percent

Prioritized Technical Descriptors

Degree of Technical Difficulty

Relative Weight and Percent

Target Value

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TechnicalCompetitiveAssessment

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Relationship betweenCustomer Requirements

andTechnical Descriptors

WHATs vs. HOWs

StrongMediumWeak

+9+3+1

Strong PositivePositiveNegativeStrong Negative

+9+3-3-9

Interrelationship betweenTechnical Descriptors

(correlation matrix)HOWs vs. HOWs

Customer Requirements (What’s)

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Technical Descriptors (How’s)

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L - Shaped Diagram

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Relationship MatrixC

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PrimaryP

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Sec

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Relationship betweenCustomer

Requirements andTechnical Descriptors

WHATs vs. HOWs

StrongMedium

Weak

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Correlation Matrix

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WHATs vs. HOWs


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Interrelationship between TechnicalDescriptors (correlation matrix)

HOWs vs. HOWs

StrongMediumWeak

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Customer Competitive AssessmentC

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WHATs vs. HOWs

StrongMediumWeak

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1 3 4 2 1 2 1 4

Technical Competitive AssessmentC

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WHATs vs. HOWs

StrongMediumWeak

+9+3+1Technical

CompetitiveAssessment

OurA’sB’s

Prioritized Customer Requirements

Importance RatingTarget ValueScale-Up FactorSales PointAbsolute Weight & Percent

(Importance Rating)(Scale-Up Factor)(Sales Point)

739

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WHATs vs. HOWs

StrongMediumWeak

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Degree Of DifficultyTarget ValueAbsolute Weight & Percent

Relative Weight & Percent

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R is Relationship Matrixc is Customer Importance

R is Relationship Matrixc is Customer Absolute Weights

Absolute Weight and Percent


Degree of Technical Difficulty

Relative Weight and Percent

Target Value1 8 4 2 9 8 2 5

90133

2 3 4 3 1 3 1 5

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WHATs vs. HOWs

StrongMediumWeak

+9+3+1


+9+3-3-9

Interrelationship betweenTechnical Descriptors

(correlation matrix)HOWs vs. HOWs

QFD ProcessW

HA

Ts

HOW MUCH

HOWs

WH

AT

sHOW MUCH

HOWs

Phase IProduct Planning

DesignRequirements

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Phase IIPart Development

Part QualityCharacteristics

Des

ign

Req

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Phase IIIProcess Planning

Key ProcessOperations

Par

t Q

ual

ity

Ch

arac

teri

stic

s

Phase IVProduction Planning

ProductionRequirements

Key

Pro

cess

Op

erat

ion

s

Production Launch

QFD SummaryOrderly Way Of Obtaining Information & Presenting ItShorter Product Development CycleConsiderably Reduced Start-Up CostsFewer Engineering ChangesReduced Chance Of Oversights During Design

ProcessEnvironment Of TeamworkConsensus DecisionsPreserves Everything In Writing

Quality Function Deployment (QFD). Outline Introduction QFD Team Benefits Of QFD Voice Of The Customer House Of Quality Building A House Of Quality QFD.

Documents

hows slide

technical descriptors

benefits of qfd customer

nature customer expectations

types of customer information

routine customer complaints

customer driving force

bs slide