D. Summers Chap 11 Quality Function Deployment Slides

Quality Function Deployment
Chapter 11
QFD
 A Quality Function Deployment diagram is a

matrix used to depict customer requirements.
Quality, 5th ed. © 2010 Pearson Higher Education,

Donna C. S. Summers Upper Saddle River, NJ 07458. • All Rights Reserved.
2
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

3
QFD
 It is often called a
House of Quality
because:
 Customer
information is
shown horizontally Customer
 Technical Information
information is
Technical
shown vertically Information

4
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.

5
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

6
QFD
 QFDs encourage:
 Team building
 Consensus
 Creativity
 Structure
 Organization
 Development of new ideas
 Remove suggestiveness from the product
development process

7
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

8
QFD

 Capture the Voice of the Customer
 Organize the Voice of the Customer

9
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.

10
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
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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

12
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

13
QFD

 Listen
 Observe
 Probe
 Ask for Reasons
 Clarity
 Understanding
 Issues
 Ask for Examples
 Show me, help me understand

14
QFD

 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?

15
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

16
QFD
 Step 2: Have the customer rank the relative

importance of his/her wants
 Rank them all (Ten is highest rank. One is lowest.)
 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

17
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
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

18
QFD
 Step 5: Determine the direction of improvement

for the technical requirements
 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.

19
QFD
 Step 6: Determine the operational goals for the
technical requirements

20
QFD
 Step 7: Determine the relationship between each of the
customer wants and the technical requirements
 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

21
QFD
 Step 8: Determine the correlation between the

technical requirements.
 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

22
QFD
 Step 10: Determine the column weights

 Multiply rankings by correlation values
 Step 11: Add regulatory and/or internal

requirements

23
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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Quality Function Deployment

 A Quality Function Deployment diagram is a

Quality, 5th ed. © 2010 Pearson Higher Education,

 A QFD is used to capture the voice of the

Quality, 5th ed. © 2010 Pearson Higher Education,

Quality, 5th ed. © 2010 Pearson Higher Education,

 QFD’s are planning and communication tools:

Quality, 5th ed. © 2010 Pearson Higher Education,

 QFDs are planning and communication tools:

Quality, 5th ed. © 2010 Pearson Higher Education,

Quality, 5th ed. © 2010 Pearson Higher Education,

Quality, 5th ed. © 2010 Pearson Higher Education,

 Determine the Voice of the Customer

Quality, 5th ed. © 2010 Pearson Higher Education,

 Determine the Voice of the Customer: Four

Quality, 5th ed. © 2010 Pearson Higher Education,

 Determine the Voice of the Customer:

Quality, 5th ed. © 2010 Pearson Higher Education,

 Determine the Voice of the Customer:

Quality, 5th ed. © 2010 Pearson Higher Education,

 Determine the Voice of the Customer

Quality, 5th ed. © 2010 Pearson Higher Education,

 Determine the Voice of the Customer

Quality, 5th ed. © 2010 Pearson Higher Education,

 Step 1: Determine the Voice of the Customer

Quality, 5th ed. © 2010 Pearson Higher Education,

 Step 2: Have the customer rank the relative

Quality, 5th ed. © 2010 Pearson Higher Education,

 Step 4: Determine how the wants will be met

Customer Verbatim -> Technical Requirement

Quality, 5th ed. © 2010 Pearson Higher Education,

 Step 5: Determine the direction of improvement

Quality, 5th ed. © 2010 Pearson Higher Education,

Quality, 5th ed. © 2010 Pearson Higher Education,

Quality, 5th ed. © 2010 Pearson Higher Education,

 Step 8: Determine the correlation between the

Quality, 5th ed. © 2010 Pearson Higher Education,

 Step 10: Determine the column weights

 Step 11: Add regulatory and/or internal

Quality, 5th ed. © 2010 Pearson Higher Education,

 Step 12: Analyze the QFD matrix

Quality, 5th ed. © 2010 Pearson Higher Education,

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