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
Donna C. S. Summers Upper Saddle River, NJ 07458. • All Rights Reserved. 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
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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.
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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
Donna C. S. Summers Upper Saddle River, NJ 07458. • All Rights Reserved. 6 QFD QFDs encourage: Team building Consensus Creativity Structure Organization Development of new ideas Remove suggestiveness from the product development process
Donna C. S. Summers Upper Saddle River, NJ 07458. • All Rights Reserved. 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
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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.
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
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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
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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
Donna C. S. Summers Upper Saddle River, NJ 07458. • All Rights Reserved. 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
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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.
Donna C. S. Summers Upper Saddle River, NJ 07458. • All Rights Reserved. 19 QFD Step 6: Determine the operational goals for the technical requirements
Donna C. S. Summers Upper Saddle River, NJ 07458. • All Rights Reserved. 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
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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
Donna C. S. Summers Upper Saddle River, NJ 07458. • All Rights Reserved. 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?