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Quality Function Deployment

Quality Function Deployment. QFD. A Quality Function Deployment diagram is a matrix used to depict customer requirements. QFD. A QFD is used to capture the voice of the customer and translate it into technical information that an organization can use in order to create or improve a product.

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Quality Function Deployment

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  1. Quality Function Deployment

  2. QFD • A Quality Function Deployment diagram is a matrix used to depict customer requirements.

  3. QFD • A QFD is used to capture the voice of the customer and translate it into technical information that an organization can use in order to create or improve a product. • Developed in Japan in the 1970s • Dr. Akao

  4. QFD • It is often called a House of Quality because: • Customer information is shown horizontally • Technical information is shown vertically Customer Information Technical Information

  5. QFD • QFD’s are planning and communication tools: • Used for new product development • Used to conform to customer demands • Used any time you have customers and you need to identify their expectations and turn that information into workable technical specifications.

  6. QFD • QFDs are planning and communication tools: • Used to help set strategic targets • Used to help determine priority issues • Used for analysis • Used to estimate what the competition is doing • Used to integrate complex information

  7. QFD • QFDs encourage: • Team building • Consensus • Creativity • Structure • Organization • Development of new ideas • Remove suggestiveness from the product development process

  8. QFD • Building a QFD • Determine the Voice of the Customer • Have the customer rank the relative importance of his/her wants • Have the customer evaluate your company against competitors • Determine how the wants will be met • Determine the direction of improvement for the technical requirements • Determine the operational goals for the technical requirements • Determine the relationship between each of the customer wants and the technical requirements • Determine the correlation between the technical requirements. • Compare the technical performance with that of competitors • Determine the column weights • Add regulatory and/or internal requirements • Analyze the QFD matrix

  9. QFD • Determine the Voice of the Customer • Capture the Voice of the Customer • Organize the Voice of the Customer

  10. QFD • Determine the Voice of the Customer: Four types of customers • Those customers we already have and can’t lose • Those customers we could lose easily • Those customers we could gain with minor product changes • Those customers we can’t get.

  11. QFD • Determine the Voice of the Customer: Categories of Customers • Planner: Matches product with organizational need • Funder: Pays for product, installation, maintenance, or operation • Auditor: Prevents misuse of product • Installer: Integrates product into its environment • Maintainer: Repairs the product • Operator: works with product • User 1: directly benefits from using product but may not be final user • User 2: directly benefits from using product

  12. QFD • Determine the Voice of the Customer: Kano Model Satisfied Feeling Exciting level of Quality Physically fulfilled condition Basic level of Quality

  13. QFD • Determine the Voice of the Customer: Capturing Customer information • Determine people to talk to • Determine the target market • Determine whether or not to survey with or without samples of the current product • Determine whether or not to use an outside organization to conduct the surveys

  14. QFD • Determine the Voice of the Customer: Capturing Customer information • Determine people to talk to • Determine how to contact the customers • Focus groups • Interviews (telephone, one-on-one, web/email) • Questionnaires • Product clinics • Observations

  15. QFD • Determine the Voice of the Customer • Listen • Observe • Probe • Ask for Reasons • Clarity • Understanding • Issues • Ask for Examples • Show me, help me understand

  16. QFD • Determine the Voice of the Customer • Be sure to ask: What questions didn’t we ask that we should have? • Be sure to capture the verbatims • How did the customer say what they said?

  17. QFD • Step 1: Determine the Voice of the Customer • What does the customer want? • Organize the Voice of the Customer • Using one ‘voice’ per post-it note, write down all information • Sort/organize the information (including verbatims) that you have gathered • Arrange the voices into groups • Place on diagram (Figure 11.3)

  18. QFD • Step 2: Have the customer rank the relative importance of his/her wants • Rank them all (Ten is highest rank. One is lowest.) • Figure 11.4 • Step 3: Have the customer evaluate your company against competitors • Chose two competitors • Have customer rank first, second, third • The organization with the most firsts is ranked first • Figure 11.5

  19. QFD • Step 4: Determine how the wants will be met • How will the company provide for the wants? • Translate the Voice of the Customer • Turn verbatims into technical requirements • Figure 11.6 Customer Verbatim -> Technical Requirement Cup stays cool -> Temperature at hand Won’t spill or tip: -> Tip force at top, fluid loss vertical/horizontal impact Doesn’t leak -> Porosity

  20. QFD • Step 5: Determine the direction of improvement for the technical requirements • Figure 11.7 • A downward arrow means that improvement would happen if we reduced the technical requirements value • An upward arrow means that improvement would happen if we increased the technical requirements value • A circle means it should not be changed.

  21. QFD • Step 6: Determine the operational goals for the technical requirements • Figure 11.8

  22. QFD • Step 7: Determine the relationship between each of the customer wants and the technical requirements • Figure 11.9 • How does action (change) on a technical requirement affect customer satisfaction with the recorded want? • Strong positive correlation: Filled-in circle valued at 9 • Positive correlation: open circle valued at 3 • A weak correlation: triangle valued at 1 • No correlation: empty box • Negative correlation: minus sign or x

  23. QFD • Step 8: Determine the correlation between the technical requirements. • Figure 11.10 • Strong positive correlation: Open circle • Negative correlation: minus sign or x • No correlation: empty box • Step 9: Compare the technical performance with that of competitors • Figure 11.11

  24. QFD • Step 10: Determine the column weights • Multiply rankings by correlation values • Figure 11.12 • Step 11: Add regulatory and/or internal requirements • Figure 11.12

  25. QFD • Step 12: Analyze the QFD matrix • What did the customer want? • How is this supported by customer rankings and competitive comparisons? • How well is the competition doing? • How does our company compare? • Where will our emphasis need to be?

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