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Chapter 11 Quality Function Deployment (QFD)
Dr. Rosmaini Tasmin / Mr. Muhamad Saufi Faculty of Technology Management and Business UTHM Johor
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Outline Introduction QFD Team Benefits Of QFD Voice Of The Customer
House Of Quality Building A House Of Quality QFD Process
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Introduction Dr. Mizuno, Prof. Emeritus Mitsubishi Heavy Industries
Kobe Shipyards, 1972 Toyota Minivans (1977 Base) % Reduction In Start-Up Costs % % Dr. Clausing, Xerox, 1984 Any Manufacturing Or Service Industry
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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.
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customer requirements are the starting point of any QFD project.
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QFD Process *very important to listen to customer requirements
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Benefits Of QFD Customer Driven Reduces Implementation Time
Promotes Teamwork Provides Documentation
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Customer Driven Creates Focus On Customer Requirements
Uses Competitive Information Effectively Prioritizes Resources Identifies Items That Can Be Acted On Structures Resident Experience/Information
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Reduces Implementation Time
Decreases Midstream Design Change Limits Post Introduction Problems Avoids Future Development Redundancies Identifies Future Application Opportunities Surfaces Missing Assumptions
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Promotes Teamwork Based On Consensus
Creates Communication At Interfaces Identifies Actions At Interfaces Creates Global View-Out Of Details
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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
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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
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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?
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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
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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
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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
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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
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Customer Requirements (What’s)
Secondary Primary Tertiary Customer Requirements (WHATs)
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Technical Descriptors (How’s)
Secondary Primary Tertiary Technical Descriptors (HOWs)
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Technical Descriptors Customer Requirements
L - Shaped Diagram Technical Descriptors Primary Secondary Secondary Primary Customer Requirements
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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
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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
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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
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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 Technical Competitive Assessment Our A’s B’s Competitive Assessment Customer
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Prioritized Customer Requirements
Importance Rating Target Value Scale-Up Factor Sales Point Absolute Weight & Percent (Importance Rating) (Scale-Up Factor) (Sales Point)
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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 Technical Competitive Assessment Our A’s B’s Customer Importance Scale-up Factor Absolute Weight Target Value Sales Point Competitive Customer Assessment
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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
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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 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 90 Competitive Customer Assessment Relative Weight and Percent 133 Prioritized Technical Descriptors
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QFD Process WHATs HOW MUCH HOWs
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Phase I Product Planning
Design Requirements Requirements Customer
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Phase II Part Development
Part Quality Characteristics Requirements Design
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Phase III Process Planning
Key Process Operations Characteristics Part Quality
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Phase IV Production Planning
Requirements Key Process Operations Production Launch
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Any question?, if not…
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