QualityFunction Deployment(QFD)*TQM-UNIT-IV-MECH-RP

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IntroductionDr. Mizuno, Prof. Emeritus of Tokyo Institute of TechnologyMitsubishi Heavy IndustriesKobe Shipyards, 1972Toyota Minivans (1977 Base)1979 - 20% Reduction In Start-Up Costs1982 - 38%1984 - 61%Dr. Clausing, Xerox, 1984Any Manufacturing Or Service Industry*TQM-UNIT-IV-MECH-RP

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DEFINITIONQuality function deployment (QFD) is an overall concept that provides a means of translating customer requirements into the appropriate technical requirements for each stage of product development and production (i.e., marketing strategies, planning, product design and engineering, prototype evaluation, production process development, production, sales) (Sullivan, 1986).

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QFD TeamSignificant Amount of Time early stagesCommunicationTwo Types Of TeamsNew ProductImprove Existing ProductMarketing, Design, Quality, Finance, Production, Etc.*TQM-UNIT-IV-MECH-RP

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Benefits Of QFDImproves customer satisfaction Reduces Implementation TimePromotes TeamworkProvides Documentation*TQM-UNIT-IV-MECH-RP

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Customer Drivencreates focus on customer requirementsuses competitive information effectivelyprioritizes resourcesidentifies items that can be acted onstructures resident experience/information*TQM-UNIT-IV-MECH-RP

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Reduces Implementation TimeDecreases midstream design changeLimits post introduction problemsAvoids future development redundanciesIdentifies future application opportunitiesSurfaces missing assumptions*TQM-UNIT-IV-MECH-RP

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Promotes TeamworkBased on consensusCreates communication at interfacesIdentifies actions at interfacesCreates global view-out of details*TQM-UNIT-IV-MECH-RP

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Provides DocumentationDocuments rationale for designIs easy to assimilateAdds structure to the informationAdapts to changes (living document)Provides framework for sensitivity analysis*TQM-UNIT-IV-MECH-RP

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Voice Of The CustomerDriving force behind QFDCustomer dictates attributes of ProductCustomer Satisfactionmeeting or exceeding customer expectationscustomer expectations can be vague & general in naturecustomer expectations must be taken literally, not translated into what the organization desires*TQM-UNIT-IV-MECH-RP

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Collecting CustomerInformationWhat does customer really want ?What are customers expectations ?Are customers expectations used to drive design process ?What can design team do to achieve customer satisfaction?*TQM-UNIT-IV-MECH-RP

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Types Of Customer InformationSolicited, Measurable, RoutineCus. & Market Surveys, Trade TrialsUnsolicited, Measurable, RoutineCustomer Complaints, LawsuitsSolicited, Subjective, RoutineFocus GroupsSolicited, Subjective, HaphazardTrade & Cus. Visits, Indep. ConsultantsUnsolicited, Subjective, HaphazardConventions, Vendors, Suppliers*TQM-UNIT-IV-MECH-RP

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House Of QualityTechnical Descriptors(Voice of the organization)InterrelationshipbetweenTechnical DescriptorsCustomer Requirements(Voice of the Customer)Prioritized CustomerRequirementsRelationship betweenRequirements and Descriptors*TQM-UNIT-IV-MECH-RP

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Building A House Of QualityList Customer Requirements (Whats)List Technical Descriptors (Hows)Develop Relationship (Whats & Hows)Develop Interrelationship (Hows)Competitive AssessmentsPrioritize Customer RequirementsPrioritize Technical Descriptors*TQM-UNIT-IV-MECH-RP

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QFD MatrixAbsolute Weight and PercentPrioritized Technical DescriptorsDegree of Technical DifficultyRelative Weight and PercentTarget ValueCustomer RequirementsPrioritized CustomerRequirementsTechnical DescriptorsPrimaryPrimarySecondarySecondaryTechnicalCompetitiveAssessmentCustomerCompetitiveAssessmentOurAsBsCustomer ImportanceTarget ValueScale-up FactorSales PointAbsolute WeightOurAsBsInterrelationship betweenTechnical Descriptors(correlation matrix)HOWs vs. HOWs*TQM-UNIT-IV-MECH-RP

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Customer Requirements (Whats)Customer Requirements(WHATs)PrimarySecondaryTertiary*TQM-UNIT-IV-MECH-RP

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Technical Descriptors (Hows)Technical Descriptors(HOWs)PrimarySecondaryTertiary*TQM-UNIT-IV-MECH-RP

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L - Shaped DiagramCustomer RequirementsTechnical DescriptorsPrimaryPrimarySecondarySecondary*TQM-UNIT-IV-MECH-RP

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Relationship MatrixCustomerRequirementsTechnical DescriptorsPrimaryPrimarySecondarySecondaryRelationship betweenCustomer Requirements andTechnical DescriptorsWHATs vs. HOWs*TQM-UNIT-IV-MECH-RP

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Correlation MatrixCustomer RequirementsTechnical DescriptorsPrimaryPrimarySecondarySecondary*TQM-UNIT-IV-MECH-RP

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Customer Competitive AssessmentCustomer RequirementsCustomerCompetitiveAssessmentOursAsBs53125144*TQM-UNIT-IV-MECH-RP

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1 3 4 21 2 1 4Technical Competitive AssessmentCustomer RequirementsCustomerCompetitiveAssessmentOurAsBs53125144TechnicalCompetitiveAssessmentOurAsBs*TQM-UNIT-IV-MECH-RP

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Prioritized Customer RequirementsImportance RatingTarget ValueScale-Up FactorSales PointAbsolute Weight = (Importance Rating) *(Scale-Up Factor) *(Sales Point)*TQM-UNIT-IV-MECH-RP

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739102481Customer RequirementsPrioritized CustomerRequirementsTechnical DescriptorsPrimaryPrimarySecondarySecondaryTechnicalCompetitiveAssessmentCustomerCompetitiveAssessmentOurAsBsCustomer ImportanceTarget ValueScale-up FactorSales PointAbsolute Weight53125144532352441.511.21.5111.511.51153OurAsBs*TQM-UNIT-IV-MECH-RP

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Prioritized Technical DescriptorsDegree Of DifficultyTarget ValueAbsolute Weight & Percent

Relative Weight & PercentR is Relationship Matrixc is Customer ImportanceR is Relationship Matrixd is Customer Absolute Weights*TQM-UNIT-IV-MECH-RP

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Absolute Weight and PercentPrioritized Technical DescriptorsDegree of Technical DifficultyRelative Weight and PercentTarget Value90133739102481Customer RequirementsPrioritized CustomerRequirementsTechnical DescriptorsPrimaryPrimarySecondarySecondaryTechnicalCompetitiveAssessmentCustomerCompetitiveAssessmentOurAsBsCustomer ImportanceTarget ValueScale-up FactorSales PointAbsolute Weight53125144532352441.511.21.5111.511.51153OurAsBsInterrelationship betweenTechnical Descriptors(correlation matrix)HOWs vs. HOWs*TQM-UNIT-IV-MECH-RP

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QFD Process*TQM-UNIT-IV-MECH-RP

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Phase IProduct PlanningDesignRequirementsCustomerRequirements*TQM-UNIT-IV-MECH-RP

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Phase IIPart DevelopmentPart QualityCharacteristicsDesignRequirements*TQM-UNIT-IV-MECH-RP

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Phase III Process PlanningKey ProcessOperationsPart QualityCharacteristics*TQM-UNIT-IV-MECH-RP

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Phase IV Production PlanningProductionRequirementsKey ProcessOperationsProduction Launch*TQM-UNIT-IV-MECH-RP

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Functional fields of QFDQFD was originally proposed, through collecting and analyzing the voice of the customer, to develop products with higher quality to meet or surpass customers needs. Thus, the primary functions of QFD are Product development, Quality management, Customer needs analysis. Later, QFDs functions had been expanded to wider fields such as design, planning, decision-making, engineering, management, teamwork, timing, and costing. Essentially, there is no definite boundary for QFDs potential fields of applications.

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QFD SummaryOrderly way of obtaining information & presenting ItShorter Product Development CycleConsiderably Reduced Start-Up CostsFewer engineering changesReduced chance of oversights during design processEnvironment of teamworkConsensus decisionsPreserves everything in writing*TQM-UNIT-IV-MECH-RP

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QFD softwareQFD for Software EvaluationQFD Designer QFD ScopeQFD2000 Qualica QFD VOCALYSTQFD XL Software for Microsoft ExcelEdraw Diagram SoftwareQFDcapture*TQM-UNIT-IV-MECH-RP

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