Chapter 11 Quality Function Deployment (QFD) Dr. Rosmaini Tasmin / Mr. Muhamad Saufi Faculty of Technology Management and Business UTHM Johor

Outline Introduction QFD Team Benefits Of QFD Voice Of The Customer House Of Quality Building A House Of Quality QFD Process

Introduction Dr. Mizuno, Prof. Emeritus Mitsubishi Heavy Industries Kobe Shipyards, 1972 Toyota Minivans (1977 Base) 1979 - 20% Reduction In Start-Up Costs 1982 - 38% 1984 - 61% Dr. Clausing, Xerox, 1984 Any Manufacturing Or Service Industry

QFD Team Significant Amount Of Time Two Types Of Teams Communication Two Types Of Teams New Product Improve Existing Product Marketing, Design, Quality, Finance, Production, Etc.

customer requirements are the starting point of any QFD project.

QFD Process *very important to listen to customer requirements

Benefits Of QFD Customer Driven Reduces Implementation Time Promotes Teamwork Provides Documentation

Customer Driven Creates Focus On Customer Requirements Uses Competitive Information Effectively Prioritizes Resources Identifies Items That Can Be Acted On Structures Resident Experience/Information

Reduces Implementation Time Decreases Midstream Design Change Limits Post Introduction Problems Avoids Future Development Redundancies Identifies Future Application Opportunities Surfaces Missing Assumptions

Promotes Teamwork Based On Consensus Creates Communication At Interfaces Identifies Actions At Interfaces Creates Global View-Out Of Details

Provides Documentation Documents Rationale For Design Is Easy To Assimilate Adds Structure To The Information Adapts To Changes (Living Document) Provides Framework For Sensitivity Analysis

Voice Of The Customer Driving Force Behind QFD Customer Satisfaction Customer Dictates Attributes Of Product Customer Satisfaction Meeting Or Exceeding Customer Expectations Customer Expectations Can Be Vague & General In Nature Customer Expectations Must Be Taken Literally, Not Translated Into What The Organization Desires

Collecting Customer Information What Does Customer Really Want ? What Are Customer’s Expectations ? Are Customer’s Expectations Used To Drive Design Process ? What Can Design Team Do To Achieve Customer Satisfaction?

Types Of Customer Information Solicited, Measurable, Routine Cus. & Market Surveys, Trade Trials Unsolicited, Measurable, Routine Customer Complaints, Lawsuits Solicited, Subjective, Routine Focus Groups Solicited, Subjective, Haphazard Trade & Cus. Visits, Indep. Consultants Unsolicited, Subjective, Haphazard Conventions, Vendors, Suppliers

House Of Quality Interrelationship between Technical Descriptors (Voice of the organization) Customer Requirements (Voice of the Customer) Relationship between Requirements and Descriptors Requirements Prioritized Customer Prioritized Technical Descriptors

Building A House Of Quality List Customer Requirements (What’s) List Technical Descriptors (How’s) Develop Relationship (What’s & How’s) Develop Interrelationship (How’s) Competitive Assessments Prioritize Customer Requirements Prioritize Technical Descriptors

Customer Requirements and Technical Descriptors QFD Matrix Relationship between Customer Requirements and Technical Descriptors WHATs vs. HOWs Strong Medium Weak +9 +3 +1 Technical Descriptors Primary Interrelationship between Technical Descriptors (correlation matrix) HOWs vs. HOWs Secondary Secondary Primary Strong Positive Positive Negative Strong Negative +9 +3 -3 -9 Requirements Prioritized Customer Customer Requirements Technical Competitive Assessment Our A’s B’s Our A’s B’s Customer Importance Scale-up Factor Absolute Weight Target Value Sales Point Degree of Technical Difficulty Target Value Absolute Weight and Percent Competitive Customer Assessment Relative Weight and Percent Prioritized Technical Descriptors

Customer Requirements (What’s) Secondary Primary Tertiary Customer Requirements (WHATs)

Technical Descriptors (How’s) Secondary Primary Tertiary Technical Descriptors (HOWs)

Technical Descriptors Customer Requirements L - Shaped Diagram Technical Descriptors Primary Secondary Secondary Primary Customer Requirements

Technical Descriptors Customer Requirements and Technical Descriptors Relationship Matrix Technical Descriptors Primary Secondary Secondary Primary Relationship between Customer Requirements and Technical Descriptors WHATs vs. HOWs Requirements Customer Strong Medium Weak +9 +3 +1

Correlation Matrix Interrelationship between Technical Customer Requirements and Technical Descriptors WHATs vs. HOWs Strong Positive Positive Negative Strong Negative +9 +3 -3 -9 Interrelationship between Technical Descriptors (correlation matrix) HOWs vs. HOWs Strong Medium Weak +1 Technical Descriptors Primary Secondary Secondary Primary Customer Requirements

Customer Competitive Assessment 5 3 1 2 4 Relationship between Customer Requirements and Technical Descriptors WHATs vs. HOWs Strong Medium Weak +9 +3 +1 Customer Requirements Ours A’s B’s Competitive Assessment Customer

Technical Competitive Assessment 5 3 1 2 4 Relationship between Customer Requirements and Technical Descriptors WHATs vs. HOWs Strong Medium Weak +9 +3 +1 Customer Requirements Our A’s B’s 1 3 4 2 1 2 1 4 Technical Competitive Assessment Our A’s B’s Competitive Assessment Customer

Prioritized Customer Requirements Importance Rating Target Value Scale-Up Factor Sales Point Absolute Weight & Percent (Importance Rating) (Scale-Up Factor) (Sales Point)

Technical Descriptors Relationship between Customer Requirements and Technical Descriptors WHATs vs. HOWs Strong Medium Weak +9 +3 +1 Primary Secondary Secondary Primary 5 3 1 2 4 7 3 9 10 2 4 8 1 5 3 2 4 1.2 1.5 1 1.5 1 Requirements Prioritized Customer 15 3 Customer Requirements Our A’s B’s 1 3 4 2 1 2 1 4 Technical Competitive Assessment Our A’s B’s Customer Importance Scale-up Factor Absolute Weight Target Value Sales Point Competitive Customer Assessment

Prioritized Technical Descriptors Degree Of Difficulty Target Value Absolute Weight & Percent Relative Weight & Percent R is Relationship Matrix c is Customer Importance R is Relationship Matrix c is Customer Absolute Weights

Customer Requirements and Technical Descriptors Relationship between Customer Requirements and Technical Descriptors WHATs vs. HOWs Strong Medium Weak +9 +3 +1 Technical Descriptors Primary Interrelationship between Technical Descriptors (correlation matrix) HOWs vs. HOWs Secondary Secondary Primary Strong Positive Positive Negative Strong Negative +9 +3 -3 -9 5 3 1 2 4 7 3 9 10 2 4 8 1 5 3 2 4 1.2 1.5 1 1.5 1 Requirements Prioritized Customer 15 3 Customer Requirements Technical Competitive Assessment Our A’s B’s 1 3 4 2 1 2 1 4 Our A’s B’s Customer Importance Scale-up Factor Absolute Weight Target Value Sales Point Degree of Technical Difficulty 1 8 4 2 9 8 2 5 Target Value 2 3 4 3 1 3 1 5 Absolute Weight and Percent 90 Competitive Customer Assessment Relative Weight and Percent 133 Prioritized Technical Descriptors

QFD Process WHATs HOW MUCH HOWs

Phase I Product Planning Design Requirements Requirements Customer

Phase II Part Development Part Quality Characteristics Requirements Design

Phase III Process Planning Key Process Operations Characteristics Part Quality

Phase IV Production Planning Requirements Key Process Operations Production Launch

Any question?, if not…