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Enhancing Customer Focus Through Quality Function Deployment in Ping's Pencil Factory

Discover how Ping's Pencil Factory utilizes Quality Function Deployment (QFD) to enhance customer satisfaction by listening to insights from school children, marketing, and engineering teams. This approach fosters collaboration through tools like brainstorming, affinity diagrams, and relationship matrices, enabling us to prioritize customer needs effectively. Learn how to define key QFD terms, components of the House of Quality (HoQ), and the significance of voice of the customer (VoC) in quality management. Join us to understand the critical link between customer feedback and product development.

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Enhancing Customer Focus Through Quality Function Deployment in Ping's Pencil Factory

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  1. Quality Function Deployment House of Quality HoQ

  2. Ping’s Pencil FactoryISO 9001:2008 Welcome to the Customer Focus where We listen to you to make it write!

  3. Focus Group • School Children- Group 2 • Marketing- Group 1 • Engineering- Group 3

  4. Tools • Brainstorming- Data collection • Questioning- Data Collection • Ranking- Measurement • Affinity Diagram- Analysis • Matrix- Analysis • Key quality characteristics

  5. School Children • Brainstorm • Post it notes • Pencils • Accessories

  6. Marketing • Develop questions • Challenge answers • Question why • Clarify

  7. Engineering • Specifications • Measurable • Meaningful • Practical Characteristics

  8. Team Activities • Children-generate requirements • Marketing- generate questions • Engineering- generate quality characteristics

  9. Structure Customer Needs • Organize needs • Prioritize needs • Assign weights-based on VoC • Tools-Affinity Diagram • Ranking • Marketing

  10. Affinity Diagram

  11. Important • Customers often tell us what we should do- not What they need. • Categorize their words- needs are found in underlying suggestions • Revealed-Expected-Exciting (Marketing)

  12. Transition At the conclusion of this session you will be able to: • Define the terms QFD, VOC, HoQ • Describe the key components of HoQ • Name 3 tools used to build HoQ

  13. Background • Yoji Akao • House of Quality - HoQ

  14. Define QFD • Planning and decision making • How does it relate to • Customers • Leadership • Employee empowerment; quality culture • Suppliers • Continuous Improvement

  15. Voice of the Designer Voice of the Customer

  16. HoQ • Voice of the customer • “Whats”- entered on left hand room • Importance ratings • Scale 1-5 • Tools- interview, observation, survey

  17. Competitive Analysis • Quantify customer priorities • Perception of existing products • Compare ours to theirs Right side- Planning Room Tool -Survey

  18. HoQ • Voice of the engineer • “Hows”- to respond to customer needs • Attic- vertical • QC- quality characteristics • Measureable, meaningful, practical characteristics • Tool- Brainstorming and Affinity Diagram

  19. Correlate Requirements • Interrelationships • Conflicts or Supports • Intersection of Hows and Whats • To what degree does How fulfill What? • Strong=9 • Moderate=3 • Weak=1 • Tool –Correlation Matrix (Engineering) • Relationship Room

  20. Benefits of QFD Time Efficient Customer Focus Team Approach Living Document

  21. Customer Information • Feedback • Input

  22. Facts • 1 ½ Billion US each year • John Steinbeck 60 per day • East of Eden- >300 • 1812- William Munroe (cabinetmaker) • Thoreau- mixture of graphite & clay (hardness) • 1872- 1st Eraser tip pencil

  23. HoQ Review • Using cut outs- build house • Label each piece with descriptor • Number each piece by sequence

  24. 5 Importance Trade-off matrix 3 Design characteristics 4 2 1 Customer requirements Relationship matrix Competitive assessment 6 Target values House of Quality Figure 3.7

  25. Prepared and Presented Carol Smalley 50% Sandra Darby 50% Thanks for your attention and PARTICIPATION 100%

  26. References • Begovich, B. (1996). Quality function deployment. Today’s Management Methods., 169-183. • Ermer, D. S., (1995). Using QFD becomes an educational experience for students and faculty. • Quality Progress, 131-136. • Goetsch, D.L., & Davis, S.B. (2010). Quality management for organizational excellence: Introduction to total • quality. Upper Saddle River, NJ: Pearson Education, Inc. • Jiang, J.C., Shiu, M.L., & Tu, M.H., (2007). QFD’s evolution in Japan and the West. Quality Progress, 30-37. • Paryani, K., Masoudi, A., & Cudney, E., (2010). QFD application in the hospitality industry: a hotel case study. • Quality Management Journal, 17, 7-28. • Additional information: http://www.qfdonline.com/qfd-tutorials/

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