quality function deployment - tool
DESCRIPTION
Quality Function Deployment - ToolTRANSCRIPT
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Quality Function Deployment ( QFD)
Business is usually started because their founders
recognize a customer need and believe that they can satisfy
it better than other companies. At the time of fresh start,
the product may be unique to the industry and have
competitive advantages.
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QFD
No matter how effectively a company meets the initial
needs of the customers, it must remain constantly alert andresponsive to the changing needs of the customers.
Because if the company is not responsive to these
changing needs, the passage of time will erode the early
competitive advantages.
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QFD
QFD is a scientific technique for translating the voice of the
customer into development of products and services. It is a
complete product planning process as opposed to problem
solving and analysis. The technique was invented by Akashi
Fukuhara of Japan and first applied with very good results at
Toyota.
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Technical
requirements
Customer
requirements
Relating customer
requirements to
technical requirements
Customer
competitive
assessment
Competitive technical assessment
Operational goals
Components of QFD Matrix
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Customer Requirements
Importanceon 10 point
scale
Step 1 : List customer requirements and rank
Very Important
Moderately Important
Slightly important
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Technical
Requiremen
ts
Step 2 : List technical requirements to meet customer requirements
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1 2 3 4 5
Customer competitive
evaluation on 5 point scale( 5 high , 1 low )
ActionRank
Competitor productOur product
Customer Requirements
Step 3 : Comparing product with the nearest competitor
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Customer RequirementsRank
Step 4 : Establish relationship between customer requirement
and technical requirements
Strong relation
Moderate relation
Weak relation
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Customer RequirementsRank
Competitive evaluation
QFD Matrix overview after step 4
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Customer RequirementsRank
Competitive evaluation
Competitive
Technical
Assessment
5
4
3
2
1
Step 5 : Do competitive technical Assessment
Competitor assessment
Our assessment
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Customer Requirements Rank
Competitive evaluation
CompetitiveTechnical
Assessment
Operational
Targets
Step 6 : Mention operational targets or action points
New Product
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QFD - Customers Voice
The whole process of the QFD can be linked to GIGO ( Garbage in garbageout ). This is because, if the voice of the customer has not been captured
properly, the final product will also not be the one actually desired by the
market place. It is therefore extremely important to capture the correct voice
of the customer before taking any other step in the QFD planning process. We
will explain this by the forthcoming example of new car development.
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New car development
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A product development team wants to determine what thecustomers want in a new car. After interviewing about 120
car drivers, the team came out with the following chart of the
customer requirements :
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Desired product attributes in a new car
Easy to drive
Quiet riding , no squeaks or rattles
Excellently finished
Smooth riding even on rough road
Excellent gas mileage
Aerodynamic design Hugs the road
Free from breakdowns
Fast acceleration
Virtually maintenance free
Durable - will last 150000 miles Protects the driver and passenger in case of accident
Classic styling
Has instruments to read critical functions
Has many electronic devises
Has convertible roof
5
4.8
4.6
4.5
3.9
3.8
3.7
3.6
3.5
3.4
3.3
3.2
3
2.2
2
1.4
Requirement Rank
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Translating into technical requirements
The product development team is all set to translate the
requirements of the customer into technical requirements
as per the QFD matrix.
Fallacy: The survey is based on aggregate data management and its basic
assumption is that there is one best answer for every one.
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Classification of needs
The product development team is asked by the CEO to classify
the needs of various drivers and then give it a rating instead ofproceeding simply with the aggregate data management. After
the market survey the product development team divided the
customer into two broad categories :-
1. The performance driver and2. The practical driver
The team then came with the following findings -
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Two different profiles of desired product attributes
Fast acceleration
Aerodynamic designHugs the road
Easy to drive
Excellently finished
Quiet riding
Classic styling
Smooth riding
Free from breakdownsExcellent gas mileage
Protects drivers
Durable
Many electronic devices
Convertible roof
Virtually maintenance free
Performance driver Practical driver
Excellent gas mileage
Virtually maintenance freeFree from breakdowns
Easy to drive
Durable
Quiet riding
Smooth ride
Protects driverExcellently finished
Many electronic devises
Aerodynamic design
Hugs the road
Instruments to read functions
Classic styling
Convertible roof
Fast acceleration
5
4
3
2
1
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New Car
The classification of the customer requirements clearly
reveals that the attribute which is most important for theperformance driver, is least important for the practical
driver and vice versa. A simple listing of the customer
requirements would have definitely ended up in the
development of incorrect product for the market. Reading
the voice of the customer is therefore the most critical and
challenging aspect of the whole QFD process.
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QFD - Conclusion
It is therefore very important that your organization is constantly
looking for the living customers instead of mythological ones created
by aggregate data management. Once the voice of the customer has
been properly captured, translating them into technical requirements
should not be much of a difficulty.