QFD in the Third Millennium Glenn Mazur QFD Institute University of Michigan Japan Business Consultants

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Presenter Glenn H. Mazur –Service and consumer product specialist –Background in Japanese Quality methods –The “voice of QFD” in North America –1998 recipient of Akao Prize –Senior Grandmaster QFD Black Belt –QFD Institute, ICQFD, Univ Michigan, Japan Business Consult.

We don’t have any quality problems! 1.We have a clear strategy for product and market growth. 2.We know exactly what our customers want. 3.Our customers never change their minds. 4.Our products fulfill their basic needs. 5.Our products delight and attract new customers. 6.We never lose customers to the competition. 7.Our products work exactly as designed. 8.We never force our customers to accept tradeoffs. 9.Our products make it to market on time, on budget, without sacrificing quality or functionality. 10.Our plants and service operations are defect free.

A New Product Development Process Should… 1.Help our organisations achieve their goals. 2.Highlight what is most important to the customer. 3.Give us a complete understanding of both spoken and unspoken needs. 4.Create products that are clearly best in class. 5.Translate customer needs into product specifications. 6.Resolve technical problems, not force customers to choose between unacceptable alternatives. 7.Help us meet cost and timing targets. 8.Maximize operating efficiency and quality.

Evolution of Quality and QFD Quality Assurance of manufacturing House of Quality Integration of product planning Comprehensive QFD, Voice of Customer Links with AHP, TRIZ, TOC, Con- joint Analysis, Kansei Eng. NPD Management, Design for Six Sigma, Strategy and Planning Fitness to specifications Fitness to use Fitness to price Fitness to latent needs Fitness to society Fitness to environment Fitness to individ- ual style, habits Quality QFD

Trends Competition on price will force companies to continuously seek lower wage countries. Profitability will come from increased differentiation as customers demand value. Change from caveat emptor to ‘caveat vendor.’ Technology advances and globalisation will increase latent (unspoken) needs. Greater societal demands for environmental friendliness and economic parity. Customers will “buy” integrated package of hardware, software, and service, regardless of who sells what.

Keys to success Rapid response to changing markets, technologies, economics. Become market driven in design and agile in manufacturing. Pursue a global strategy for prosperity, education, freedom of choice. Promote flexibility, systems thinking, and long term gains, not rigidity, local thinking, and short term gains.

QFD Resources Training –Iran 30/6 to 5/7 –Saudi 14-18/7 –UAE 21-25/7 Conferences –Europe 45 th EOQ Congress Istanbul –Global 22-24/10 Tokyo –US 4-8/11 Baltimore Websites – –