Q F D (QUALITY FUNCTION DEPLOYMENT) BUKU : QFD by : Lou Cohen Operation mgt by : Heizer, Jay, Render, Barry

Quality Function Deployment Identify customer wants Identify how the good/service will satisfy customer wants Relate customer wants to product hows Identify relationships between the firm’s hows Develop importance ratings Evaluate competing products

QFD House of Quality

House of Quality Sequence Indicates How to Deploy Resources to Achieve Customer Requirements

Idea Generation Stage Provides basis for entry into market Sources of ideas Market need (60-80%); engineering & operations (20%); technology; competitors; inventions; employees Follows from marketing strategy Identifies, defines, & selects best market opportunities One notion which might be discussed at this stage is the attempts by manufacturers to add information to an existing good rather than develop a new good.

Customer Requirements Stage Identifies & positions key product benefits Stated in core benefits proposition (CBP) Example: Long lasting with more power (Sears’ Die Hard Battery) House of Quality Customer Requirements Product Characteristics Identifies detailed list of product attributes desired by customer Focus groups or 1-on-1 interviews Here begins the attempt to link the product directly with the customer. You might specify a product and ask students to identify first the attributes of interest to the customer, and second the “benefits” to the customer.

Functional Specification Stage Defines product in terms of how the product would meet desired attributes Identifies product’s engineering characteristics Example: printer noise (dB) Prioritizes engineering characteristics May rate product compared to competitors’ House of Quality Customer Requirements Product Characteristics At this point we have to start adding precision to our specifications. If we want a product to be “easy to use,” what exactly does that mean? To use by whom? With what level of preparation? Etc.

Product Specification Stage Determines how product will be made Gives product’s physical specifications Example: Dimensions, material etc. Defined by engineering drawing Done often on computer Computer-Aided Design (CAD) House of Quality Product Characteristics Component Specifications At this point, we have to develop the information necessary to actually produce the product - and, to know that it has been produced appropriately.

Quality Function Deployment Product design process using cross-functional teams Marketing, engineering, manufacturing Translates customer preferences into specific product characteristics Involves creating 4 tabular ‘Matrices’ or ‘Houses’ Breakdown product design into increasing levels of detail

House of Quality Example You’ve been assigned temporarily to a QFD team. The goal of the team is to develop a new camera design. Build a House of Quality. © 1984-1994 T/Maker Co.

House of Quality Example High relationship  Medium relationship  Low Relationship Customer Requirements Importance Target Values

House of Quality Example High relationship  Medium relationship  Low Relationship Target Values Light weight Easy to use Reliable What the customer desires (‘wall’) Aluminum Parts Auto Focus Exposure Customer Requirements Importance

House of Quality Example Average customer importance rating Customer Requirements Customer Importance Aluminum Parts Auto Focus Auto Exposure Light weight 3 2 Easy to use Reliable 1 Target Values High relationship  Medium relationship  Low Relationship

House of Quality Example High relationship  Medium relationship  Low Relationship Customer Requirements Importance Light weight Easy to use Reliable Aluminum Parts Auto Focus Exposure  3 2 1 Relationship between customer attributes & engineering characteristics (‘rooms’)

House of Quality Example  Target values for engineering characteristics (‘basement’); key output Customer Requirements Customer Importance Aluminum Parts Auto Focus Auto Exposure Light weight 3  Easy to use 2   Reliable 1   Target Values 5 1 1 High relationship  Medium relationship  Low Relationship

House of Quality Example High relationship  Medium relationship  Low Relationship Customer Requirements Importance Target Values Light weight Easy to use Reliable Aluminum Parts Auto Focus Exposure  3 2 1 5 