Quality Function Deployment
Topics today will include
Introduction Quality Function
Deployment
4 Characters of QFD
How to build a House of Quality
The Problem
Engineers and customers often speak
different languages
What the customer wants is translated
into technical specifications
What is actually wanted by the customer
can be achieved throughout by R&D and
Production Process
The Solution
QFD [Quality function deployment]
Customer driven planning process
Continual focus on the customer guides:
Design process
Design of production systems
Research and development
Manufacturing
Marketing
History of QFD
Developed 1960s in Japan by [Link] Akao
First Industrial application
Mitsubishi’s Kobe shipyard in 1972(oil tanker)
Toyota developed the concept further shortly
after.
In use since 1977 at Toyota
Xerox and Ford initiated use of QFD in 1986
Today used successfully by:
GM, Motorola, Kodak, IBM, Procter&Gamble
Toyota’s Success
January 1977 to October 1979
20% reduction of start-up cost on a new
model van
By 1982
Start-up cost reduced by 38%
At 1984 comparing the baseline to 1977
Start-up cost reduced by 61%
Four characters of QFD:
1.
First stage links customer needs to the design attributes
required
QFD is a quality system that implements elements of Systems Thinking
(viewing the development process as a system) and Psychology
(understanding customer needs, what 'value' is, and how customers or
end users become interested, choose, and are satisfied, etc.).
2.
Design attributes form the basis for
actions to achieve these attributes
QFD is a quality method of good Knowledge (how do we
know the needs of the customer? how do we decide
what features to include? and to what level of
performance?)
3.
Arrive at specific decisions to be implemented
QFD is a quality system for strategic competitiveness; it
maximizes positive quality that adds value; it seeks out
spoken and unspoken customer requirements, translate
them into technical requirements, prioritize them and directs
us to optimize those features that will bring the greatest
competitive advantage.
4.
Implementation through process
plans
Quality Function Deployment (QFD) is the only
comprehensive quality system aimed specifically at
satisfying the customer throughout the development
and business process -- end to end.
How To Build a House of
Quality
Six Steps
1. Identify customer requirements
2. Identify technical requirements
3. Relate the customer requirements to the technical
requirements
4. Conduct an evaluation of competing products or services
5. Evaluate technical requirements and develop targets
6. Determine which technical requirements to deploy in the
remainder of the production / delivery process
House of Quality
[Link]
/qfd/[Link]
Interrelationships
Technical requirements
Voice Relationship between Priorities of
of Customer customer requirements customer Competitive
and technical requirements requirements evaluation
Priorities of technical
requirements
Step 1: Customer
Requirements
Most critical and most Difficult to capture
difficult step. the essence of the
customer’s needs
and expectations
1.
Voice
of Customer
Step 2: Technical
requirements
The “how's” by
which the company
will respond to the
2. Interrelationships
“what's”, or
customer 2. Technical requirements
requirements
1.
Voice
of Customer
Step 3: Relationship matrix
between customer and technical
requirements
Purpose: to show
whether the final
technical
requirements 2. Interrelationships
adequately address 2. Technical requirements
customer
requirements 3.
1. Relationship between
customer requirements
and technical
Voice
requirements
of Customer
Step 4:Competitor evaluation
and key selling points
Identifies importance
ratings for each customer
requirement and evaluates
competitors’ existing 2. Interrelationships
products or services for
each of them. 2. Technical requirements
3.
4.
1. Relationship between
customer requirements Competitive
and technical requirements evaluation
Voice
of Customer
Step 5: Evaluate technical requirements
of competitive products and services and
develop targets
2. Interrelationships
2. Technical requirements
3. 5.
4.
1. Relationship between Priorities of
customer requirements customer Competitive
and technical requirements requirements evaluation
Voice
of Customer
Step 6: Select technical
requirements to be deployed in the
remainder of the process
2. Interrelationships
2. Technical requirements
3. 5.
4.
1. Relationship between Priorities of
customer requirements customer Competitive
and technical requirements requirements evaluation
Voice
of Customer
6. Priorities of technical
requirements
Goals of QFD
Prioritize spoken and unspoken
customer wows, wants, and needs
Translate these needs into technical
characteristics and specifications
Build and deliver a quality product or
service by focusing everybody toward
customer satisfaction
Who uses QFD
Automotive industries:
GM, Ford, DaimlerChrysler, Toyota, Nissan,
Honda, Mazda
Electronic industries:
IBM, Xerox, AT&T, HP, Apple Computers
Aerospace
NASA, Boeing, Lockheed Martin, Airbus
![The Solution
QFD [Quality function deployment]
Customer driven planning process
Continual focus on the customer guides:
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