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Excitement
Needs
Performance
Needs
Basic
Needs
Satisfied
Customer
Dissatisfied
Customer
Dont Have
Dont Do
Included
Do Well
UNEXPECTED,
PLEASANT SURPRISES
3M CALLS THEM
CUSTOMER DELIGHTS
Spoken
Measurable
Range of Fulfillment
Unspoken
Taken For granted
Basic
Spoken If Not Met
QFD focuses on
Performance Needs
and unmet Basic
Needs
RECOGNIZE 1) The Impact of Needs on the Customer
2) That Customer Needs Change With Time
3) The impact of Communication of Customer Wants Throughout
the Organization
Where does QFD fit?
Introduction to Quality Function Deployment
Strategic Issues - Technical Tools - Cultural Change
Six Sigma / TQM
Quality Improvement Tools
QFD
- Planning Tool
- Customer Driven
- Proactive
- Cross Functional Teams
Taguchi Methods
FMEAs
Fault Tree Analysis
Cause-Effect Diagram
Pareto
Benchmarking
Pugh Concept Selection
Etc
SPC
Check Sheets
- Monitor
- Continuous Improvement
- Hold the Gains
Where does QFD fit?
Introduction to Quality Function Deployment
Customer Requirements
Company Measures
Part Characteristics (Design)
Manufacturing Process
Production Requirements
(Day to Day Operations)
QFD Overview
Converted to
Converted to
Converted to
Converted to
Introduction to Quality Function Deployment
When should QFD be used?
1 Customers are complaining or arent satisfied
with your product or service.
2 Market share has been consistently declining.
3 Extended development time due to excessive
redesign, problem solving, or fire fighting.
4 Lack of a true customer focus in your product
development process.
5 Poor communications between departments or
functions.
(Over-the -wall product development).
6 Lack of efficient and/or effective teamwork.
1.Complex Product Development Initiatives
1.Communications Flow Down Difficult
2.Expectations Get Lost
2.New Product Initiatives / Inventions
1.Lack of Structure or Logic to the Allocation of
Development Resources.
3.Large Complex or Global Teams
1.Lack of Efficient And/or Effective Processes
2.Teamwork Issues
4.Extended Product Development Times
1.Excessive Redesign
2.Changing Team
3.Problem Solving, or Fire Fighting.
Introduction to Quality Function Deployment
BENEFITS OF QFD
Introduction to Quality Function Deployment
Change Comparison
Proactive
Company
Reactive
Company
Time - 14 Months
90% Complete
Production
Start
Fewer and Earlier Changes
Introduction to Quality Function Deployment
Less Time in Development
PRODUCT DEVELOPMENT CYCLE TIME
REDUCTION
1/3 TO 1/2
Introduction to Quality Function Deployment
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
Introduction to Quality Function Deployment
Lower Start-Up Costs
Toyota Production Start-Up Costs
JAN 1977
INDEX = 100
OCT 197
INDEX = 80
NOV 1982
INDEX =62
APRIL 1984
INDEX = 39
LOSS
PREPARATION
(TRAINING)
Production Start
Introduction to Quality Function Deployment
Toyota European
Rust Warranty
Fewer Field
Problems
Before
QFD
After
QFD
4 x
Profit
Introduction to Quality Function Deployment
Satisfied
Customers
Focus on
Customer Satisfaction
Introduction to Quality Function Deployment
Competitive Advantages
Fewer and Earlier Changes
Shorter Development Time
Fewer Start-up Problems
Lower Start-up Cost
Warranty Reduction
Knowledge Transfer
Customer Satisfaction
The bottom line of QFD is higher quality, lower cost, shorter
timing and a substantial marketing advantage.
Introduction to Quality Function Deployment
QFD METHODOLOGY
Introduction to Quality Function Deployment
House of Quality
DOOR SYSTEM QFD
PRODUCT PLANNING MATRIX
Introduction to Quality Function Deployment
KANO MODEL
(Of Quality/Features)
PERFORMANCE
EXCITEMENT
BASIC
CUSTOMER
SATISFACTION
VERY SATISFIED
VERY DISSATISFIED
EXPECTED
TYPICAL OF
INVISIBLE PRODUCTS
ONE-DIMENSIONAL
MOST MARKET
RESEARCH
UNEXPECTED, PLEASANT
SURPRISES
3M CALLS THEM CUSTOMER
DELIGHTS
UNSPOKEN
DEGREE OF
AGREEMENT
DID NOT
DO AT ALL
SPOKEN
FULLY ACHIEVED
TIME
UNSPOKEN
Introduction to Quality Function Deployment
Voice of
the customer
Translating
for action
The items contained in this list are
usually very general, vague and
difficult to implement directly - they
require further detailed definition.
One such item might be good ride
which has a wide variety of meanings
to different people.
This is a highly desirable product
feature, but is not directly actionable.
WHAT WHAT HOW
Introduction to Quality Function Deployment
WHAT
HOW
HOW
WHAT
COMPLEX
RELATIONSHIPS
UNTANGLING
THE WEB
RELATIONSHIPS
Introduction to Quality Function Deployment
WHAT
HOW
Kinds of
Relationships
STRONG relationship
MEDIUM relationship
WEAK relationship
Customer Wants (CTQs)
Process / Product
Introduction to Quality Function Deployment
WHAT
HOW
RELATIONSHIPS
HOW MUCH
How much is enough?
Introduction to Quality Function Deployment
WHAT
HOW
RELATIONSHIPS
HOW MUCH
Correlation Matrix
Strong Positive
Positive
Negative
Strong Negative
Introduction to Quality Function Deployment
WHAT
HOW
HOW MUCH
RELATIONSHIPS
CONFLICT!
1 2 3 4 5
= OUR COMPANY
= COMPETITOR #1
= COMPETITOR #2
BAD GOOD
5
4
3
2
1
BAD
GOOD
COMPETITIVE ASSESSMENTS
Introduction to Quality Function Deployment
IMPORTANCE RATINGS
RELATIONSHIPS
HOW
WHAT
HOW MUCH
5
3
2
1
5
2
4
2
33 89 9 13 21 25 21 18
= 1
= 3
= 9
Introduction to Quality Function Deployment
The Four Phases of QFD
Introduction to Quality Function Deployment
HOW
HOW
WHAT
WHAT
HOW MUCH
HOW MUCH
RELATIONSHIPS
RELATIONSHIPS
Introduction to Quality Function Deployment
Deploying the Voice of the Customer
PHASE 1 PHASE 11 PHASE 111 PHASE IV
PRODUCT DESIGN MANUFACTURING PROCESS PRODUCTION
PLANNING DEPLOYMENT PLANNING PLANNING
COMPANY
MEASURES
NEW NEW NEW
PART
CHARACTERISTICS
KEY PROCESS
OPERATIONS
PRODUCTION
REQUIREMENTS
Introduction to Quality Function Deployment
Deploying the Voice of the Customer
PHASE 1 PHASE 11 PHASE 111 PHASE IV
PRODUCT DESIGN MANUFACTURING PROCESS PRODUCTION
PLANNING DEPLOYMENT PLANNING PLANNING
DOOR CLOSE
EASILY
ETC
ETC
CLOSING
EFFORT @
7 FT LBS
COMP LOAD
DEFL
RPM
EXTRUDER
WEATHER
STRIP
Introduction to Quality Function Deployment
Managing the QFD Process
Introduction to Quality Function Deployment
Provide the time
Demonstrate your commitment
Push for progress, but not too hard
Be realistic
Review the charts - make sure you
understand
Set priorities if needed
Help the team through the rough
spots
Keep asking the right questions
Spans a major portion of the product
development process
Identify key milestones
Major projects will require 50-60 hours
of meetings
Meetings are used to coordinate
activities and update charts
Most of the work happens outside the
meetings
Management Support of the Team Timing
Introduction to Quality Function Deployment
Common Pitfalls
Blank rows
Unfulfilled customer wants
Blank columns
Unnecessary requirements
Incomplete customer wants
Rows or columns with only weak relationships
Banking a lot on maybes
Unmeasurable HOWs
Difficult to do what cant be measured
Too many relationships
More than 50% relationships make it hard to
prioritise
Opportunities to excel
Negative correlations
Try to eliminate
Trade off if needed
Conflicting competitive assessments
QFD on everything
Inadequate priorities
Lack of teamwork
Wrong participants
Turf issues
Lack of team skills
Lack of support
Too much chart focus
Handling trade-offs
Too much internal focus
Stuck on tradition
Hurry up and get done
Failure to integrate QFD
What to look for
Introduction to Quality Function Deployment
How was the voice of the customer
determined?
How were the design requirements (etc)
determined? Challenge the usual in-house
standards.
How do we compare to our competition?
What opportunities can we identify to gain
a competitive edge?
What further information do we need?
How can we get it?
How can we proceed with what we have?
What trade-off decisions are needed?
What can I do to help?
The process may look simple, but requires
effort.
Many of the entries look obvious - after
they are written down.
If there arent some tough spots the first
time, it probably isnt being done right!
Focus on the end-user customer.
Charts are not the objective.
Charts are the means of achieving the
objective.
Find reasons to succeed, not excuses for
failure.
Some Right Questions Points to Remember
Introduction to Quality Function Deployment
THANK YOU!
Have a look at some of the service industry applications of QFD: http://www.mazur.net/publishe.htm