1 Quality Function Deployment House of Quality HoQ

2 Ping’s Pencil Factory ISO 9001:2008 Welcome to the Customer Focus where We listen to you to make it write!

3 Focus Group School Children- Group 2 Marketing- Group 1 Engineering- Group 3

4 Tools Brainstorming- Data collection Questioning- Data Collection Ranking- Measurement Affinity Diagram- Analysis Matrix- Analysis Key quality characteristics

5 School Children Brainstorm Post it notes Pencils Accessories

6 Marketing Develop questions Challenge answers Question why Clarify

7 Engineering Specifications Measurable Meaningful Practical Characteristics

8 Team Activities Children-generate requirements Marketing- generate questions Engineering- generate quality characteristics

9 Structure Customer Needs Organize needs Prioritize needs Assign weights-based on VoC Tools - Affinity Diagram Ranking »Marketing

10 Affinity Diagram SafetyReliabilityAppearanceCosts Doesn’t Splinter Non-toxic

11 Important Customers often tell us what we should do- not What they need. Categorize their words- needs are found in underlying suggestions Revealed-Expected-Exciting ( Marketing)

12 Transition At the conclusion of this session you will be able to: Define the terms QFD, VOC, HoQ Describe the key components of HoQ Name 3 tools used to build HoQ

13 Background Yoji Akao House of Quality - HoQ

14 Define QFD Planning and decision making How does it relate to Customers Leadership Employee empowerment; quality culture Suppliers Continuous Improvement

15 Voice of the Customer Voice of the Designer

16 HoQ –Voice of the customer –“Whats”- entered on left hand room Importance ratings Scale 1-5 »Tools- interview, observation, survey

17 Competitive Analysis Quantify customer priorities Perception of existing products Compare ours to theirs Right side- Planning Room Tool -Survey

18 HoQ Voice of the engineer “Hows”- to respond to customer needs –Attic- vertical –QC- quality characteristics –Measureable, meaningful, practical characteristics –Tool- Brainstorming and Affinity Diagram

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20 Correlate Requirements Interrelationships Conflicts or Supports Intersection of Hows and Whats To what degree does How fulfill What? –Strong=9 –Moderate=3 –Weak=1 »Tool –Correlation Matrix (Engineering) »Relationship Room

21 Benefits of QFD Time Efficient Customer Focus Team Approach Living Document

Customer Information Feedback Input 22

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24 Facts 1 ½ Billion US each year John Steinbeck 60 per day East of Eden- > William Munroe (cabinetmaker) Thoreau- mixture of graphite & clay (hardness) st Eraser tip pencil

25 HoQ Review Using cut outs- build house Label each piece with descriptor Number each piece by sequence

26 House of Quality Trade-off matrix Design characteristics Customer requirements Target values Relationship matrix Competitive assessment Importance Figure 3.7

27 Prepared and Presented Carol Smalley50% Sandra Darby50% Thanks for your attention and PARTICIPATION 100%

28 References Begovich, B. (1996). Quality function deployment. Today’s Management Methods., Ermer, D. S., (1995). Using QFD becomes an educational experience for students and faculty. Quality Progress, Goetsch, D.L., & Davis, S.B. (2010). Quality management for organizational excellence: Introduction to total quality. Upper Saddle River, NJ: Pearson Education, Inc. Jiang, J.C., Shiu, M.L., & Tu, M.H., (2007). QFD’s evolution in Japan and the West. Quality Progress, Paryani, K., Masoudi, A., & Cudney, E., (2010). QFD application in the hospitality industry: a hotel case study. Quality Management Journal, 17, Additional information: