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

20. 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

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

22. Customer Information • Feedback • Input

24. 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

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

26. 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

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

28. 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/