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Quality Function Deployment (QFD). Outline Introduction QFD Team Benefits Of QFD Voice Of The Customer House Of Quality Building A House Of Quality QFD.

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Presentation on theme: "Quality Function Deployment (QFD). Outline Introduction QFD Team Benefits Of QFD Voice Of The Customer House Of Quality Building A House Of Quality QFD."— Presentation transcript:

1 Quality Function Deployment (QFD)

2 Outline Introduction QFD Team Benefits Of QFD Voice Of The Customer House Of Quality Building A House Of Quality QFD Process Summary

3 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

4 QFD Team Significant Amount Of Time Communication Two Types Of Teams New Product Improve Existing Product Marketing, Design, Quality, Finance, Production, Etc.

5 Benefits Of QFD Customer Driven Reduces Implementation Time Promotes Teamwork Provides Documentation

6 Customer Driven Creates Focus On Customer Requirements Uses Competitive Information Effectively Prioritizes Resources Identifies Items That Can Be Acted On Structures Resident Experience/Information

7 Reduces Implementation Time Decreases Midstream Design Change Limits Post Introduction Problems Avoids Future Development Redundancies Identifies Future Application Opportunities Surfaces Missing Assumptions

8 Promotes Teamwork Based On Consensus Creates Communication At Interfaces Identifies Actions At Interfaces Creates Global View-Out Of Details

9 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

10 Voice Of The Customer Driving Force Behind QFD 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

11 Collecting Customer Information What 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?

12 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

13 House Of Quality Technical Descriptors (Voice of the organization) Prioritized Technical Descriptors Interrelationship between Technical Descriptors Customer Requirements (Voice of the Customer) Prioritized Customer Requirements Relationship between Requirements and Descriptors

14 Building A House Of Quality List Customer Requirements (Whats) List Technical Descriptors (Hows) Develop Relationship (Whats & Hows) Develop Interrelationship (Hows) Competitive Assessments Prioritize Customer Requirements Prioritize Technical Descriptors

15 QFD Matrix Absolute Weight and Percent Prioritized Technical Descriptors Degree of Technical Difficulty Relative Weight and Percent Target Value Customer Requirements Prioritized Customer Requirements Technical Descriptors Primary Secondary Technical Competitive Assessment Customer Competitive Assessment Our As Bs Customer Importance Target Value Scale-up Factor Sales Point Absolute Weight Our As Bs Relationship between Customer Requirements and Technical Descriptors WHATs vs. HOWs Strong Medium Weak Strong Positive Positive Negative Strong Negative Interrelationship between Technical Descriptors (correlation matrix) HOWs vs. HOWs

16 Customer Requirements (Whats) Customer Requirements (WHATs) Primary Secondary Tertiary

17 Technical Descriptors (Hows) Technical Descriptors (HOWs) Primary Secondary Tertiary

18 L - Shaped Diagram Customer Requirements Technical Descriptors Primary Secondary

19 Relationship Matrix Customer Requirements Technical Descriptors Primary Secondary Relationship between Customer Requirements and Technical Descriptors WHATs vs. HOWs Strong Medium Weak

20 Correlation Matrix Customer Requirements Technical Descriptors Primary Secondary Relationship between Customer Requirements and Technical Descriptors WHATs vs. HOWs Strong Positive Positive Negative Strong Negative Interrelationship between Technical Descriptors (correlation matrix) HOWs vs. HOWs Strong Medium Weak

21 Customer Competitive Assessment Customer Requirements Customer Competitive Assessment Ours As Bs Relationship between Customer Requirements and Technical Descriptors WHATs vs. HOWs Strong Medium Weak

22 Technical Competitive Assessment Customer Requirements Customer Competitive Assessment Our As Bs Relationship between Customer Requirements and Technical Descriptors WHATs vs. HOWs Strong Medium Weak Technical Competitive Assessment Our As Bs

23 Prioritized Customer Requirements Importance Rating Target Value Scale-Up Factor Sales Point Absolute Weight & Percent (Importance Rating) (Scale-Up Factor) (Sales Point)

24 Customer Requirements Prioritized Customer Requirements Technical Descriptors Primary Secondary Technical Competitive Assessment Customer Competitive Assessment Our As Bs Customer Importance Target Value Scale-up Factor Sales Point Absolute Weight Our As Bs Relationship between Customer Requirements and Technical Descriptors WHATs vs. HOWs Strong Medium Weak

25 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

26 Absolute Weight and Percent Prioritized Technical Descriptors Degree of Technical Difficulty Relative Weight and Percent Target Value Customer Requirements Prioritized Customer Requirements Technical Descriptors Primary Secondary Technical Competitive Assessment Customer Competitive Assessment Our As Bs Customer Importance Target Value Scale-up Factor Sales Point Absolute Weight Our As Bs Relationship between Customer Requirements and Technical Descriptors WHATs vs. HOWs Strong Medium Weak Strong Positive Positive Negative Strong Negative Interrelationship between Technical Descriptors (correlation matrix) HOWs vs. HOWs

27 QFD Process WHATs HOW MUCH HOWs WHATs HOW MUCH HOWs

28 Phase I Product Planning Design Requirements Customer Requirements

29 Phase II Part Development Part Quality Characteristics Design Requirements

30 Phase III Process Planning Key Process Operations Part Quality Characteristics

31 Phase IV Production Planning Production Requirements Key Process Operations Production Launch

32 QFD Summary Orderly Way Of Obtaining Information & Presenting It Shorter Product Development Cycle Considerably Reduced Start-Up Costs Fewer Engineering Changes Reduced Chance Of Oversights During Design Process Environment Of Teamwork Consensus Decisions Preserves Everything In Writing


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