QFD (Quality Function Deployment)

Editor's Notes

• #3: The Objective of my presentation is: To explain - The Concept of QFD - Development of QFD To highlight - When & Where a QFD - Scope of QFD To explore the HOQ model in QFD I will conclude my presentation with Conclusion and References.
• #4: Now the introduction of QFD. The word QFD came from the 6 Japanese characters (HIN SHITSU,  KI NO,  TEN KAI).    HIN SHITSU means Quality, Meeting Customer Requirements.        KI NO stands for Function, What must be done - Focusing the attention.   TEN KAI stands for deployment - Who will do it, When.      Thus QFD stands for Quality Function Deployment  “Customer Driven Product / Process Development”. Quality Function Deployment (QFD) is a structured approach to define customer needs or requirements and translating them into specific plans to produce products to meet those needs. 
• #5: QFD – History:  1)Originally developed in Japan by “Yoji Akao” in 1966.  Yoji Akao, was a Japanese planning specialist recognized as the developer of Hoshin Kanri (a strategic planning methodology).            2) QFD, First implemented at the Kobe Shipyard of Mitsubishi Heavy Industry in 1972 In an oil tanker improvement.                3) First QFD Training outside Japan at General Motors Corporation and Ford in 1983.
• #6: If we lookup the development of QFD... Traditional Systems are for Minimizing Negative quality (Negative quality Such as eliminating defects or reducing operational errors).   Traditional systems focus more on Engineering Capabilities and less on Customer Needs.                 QFD:   Quality function deployment is for Maximizing “Positive" quality (Positive quality such as ease of use, fun, luxury) that creates value.    QFD seeks out both “Spoken" and “Unspoken" Customer Requirements. The “voice of the customer” is the term to describe these spoken and unspoken customer needs or requirements. The voice of the customer is captured in a variety of ways: direct discussion or interviews, surveys, focus groups, customer specifications, observation, warranty data, field reports, etc. 
• #8: Imagine, Two engineers are working on two different components of a Cabin sunroof simultaneously but separately. 1st Engineer, who is working on “Insulation and Sealing” developed a new seal that will keep out rain, even during blinding rainstorm 2nd Engineer, who is working on“Handles and Levers” makes a simpler lever that will make the roof easier to open. Now what happens..... The new developed seal is heavier than old one due to increased insulation, which will make Roof heavy now... But the newly made Lever is lighter than old one......  Now the assembly made of both Newly developed Seal & Lever …. But the Result is not satisfying....Because,, Driver can no longer open the sunroof with one hand due to heavier Insulated sealing...... But the new Lever, Which is lighter than old one....when will assemble with old sealing,, The results will be satisfying, It will work well with this combination....
• #9: This problem will be detected either during Prototype Testing: when, One or both components will need to be redesigned.... If the product is already Produced: means it Need to be reworked.... If the product is already Sold: means it Have to be recalled                                                               None of these alternatives is pleasant....  all involve Considerable Cost...  either it is redesigning, or reworking or recalling.....                                                                 QFD enforces Teamwork and establish common objectives & facilitate agreement. It the objective of QFD.
• #10: First we will look at KANO Model:  It's commonly believed that customers don’t really know what they want; they have to be told. The truth is..... customers do know what they want,….. but they may not be proficient at describing their needs. By understanding the three types of customer needs ….and how to reveal them, We’ll better know the customers' true needs and how to address them. The Kano model is useful in gaining a thorough understanding of a customer’s needs. We can translate and transform the resulting verbatims using the voice of the customer table that, subsequently, becomes an excellent input ….....  as whats in a quality function deployment (QFD) House of Quality. (What verbatims are - in exactly the same words as were used originally. We can say exactly) The model involves two dimensions: Achievement (the horizontal axis), which goes from …... the supplier didn’t do it at all.........  to the supplier did it very well. Satisfaction (the vertical axis), which goes from......  total dissatisfaction with the product or service ….... to total satisfaction with the product or service. Dr. Noriaki Kano isolated and identified three levels of customer expectations: 1st one Expected, 2nd one Normal and last one Exciting. EXPECTED NEEDS:  The musts include customer assumptions, …. their expected qualities, ….. expected functions, …....and other unspoken expectations. NORMAL NEEDS: Normal Needs are the qualities, attributes, and characteristics that keep a supplier in the market.....  These next higher level expectations are known as the wants or the satisfiers............... because they are the ones..... that customers will specify as though from a list.... They can either satisfy or dissatisfy the customer depending on their presence or absence. The wants include voice of the customer requirements and other spoken expectations  EXCITING NEEDS: Exciting needs are features and properties that make a supplier a leader in the market.... The highest level of customer expectations........, as described by Dr. Kano, is termed the wow level qualities, ..... Exciting Needs are also known as the delighters or exciters.... because they go well beyond anything the customer might imagine and ask for...................... Their absence does nothing to hurt a possible sale, but their presence improves the likelihood of purchase. Wows not only excite customers to make on-the-spot purchases.... but make them return for future purchases as well...... These are unspoken ways of delighting the customer. ............ rear-facing radars, and a 100,000 KM warranty.. Or a lifetime warranty on a product... … these all may be the Exciting needs Examples in a vehicle or for a product................  Over time, as demonstrated by …...the arrow going from top left to bottom right.... in the Kano model … as you can see...., wows become wants..... Wants become musts....... WOW's are exciting needs..... The best wows.........., plenty of wants......., and all the musts... these all  makes an industry  A leader in the market...
• #11: When should QFD be used? 1 When Customers are complaining or aren’t satisfied with our product or service. 2 When Market share has been consistently declining. 3 Extended development time due to excessive redesign, problem solving, or fire fighting. 4 Lack of a true customer focus in product development process. 5 And when Poor communications between departments or functions............ .(which is also known as Over-the -wall product development)…... 6 Is can also be used when there is Lack of efficient or effective teamwork
• #12: Four stages of  a QFD Project: Complete the house of quality (HOQ).. House of Quality.. We will discuss in next slide.... Design the product  (Product Specifications)… product specs.... A document with a set of requirements that provides information to teams... What to build out new features or functionality. Design the process (making Production procedures for final product built...) Last one....   Control the process  (Finalizing Quality Standards....)    Quality standards are defined as documents......  that provide requirements, specifications, guidelines.....  that can be used consistently to ensure that.......  materials, products, processes, and services are fit for their purpose.
• #13: QFD is a method.. of translating customer requirements into product and process design.... The QFD technique uses the concept of the “house of quality.” It translates customer views .. systematically into key engineering characteristics, planning requirements, and finally production operations. This is achieved through four key documents. 1st one Product planning matrix, 2nd.. Product deployment matrix. 3rd...Component deployment matrix, and the last one ….. Operating instruction sheet. The purpose of the product planning matrix is....  to translate customer requirements into important design features.....  Individual customer needs are ranked for importance,,,,, and the cumulative effect on each of the design features is obtained...  A product deployment matrix is made for each of the product features, all the way down to the subsystem and component level. If a component is critical, it is further deployed and monitored.... in the design....., & production planning, and control Level.... The component deployment matrix expands..... the list of components or the exact parameters required to design a complete component. … The operating instruction sheet,,,, is the final document that defines operator requirements,, as determined by the actual process requirements, process checkpoints, and quality control points... This means, QFD tries to achieve high quality products by using the philosophy of concurrent engineering...., which integrates product design, process design and process control. Here,,,,, concurrent engineering is nothing but simultaneous engineering, .. Simultaneous engineering,,,,, is a method of designing and developing products, in which the different stages run simultaneously, rather than consecutively............................ It decreases product development time.... and also the time to market...., leading to improved productivity... and reduced costs.
• #14: In QFD...., quality is a measure of customer satisfaction with a product or a service..... QFD is a structured method.. & it uses 7 NEW MANAGEMENT AND PLANNING TOOLS …. to identify and prioritize customers’ expectations quickly and effectively. (7 mgt. & Planning tools..  that are.....Affinity diagram, Interrelationship or relationship diagram, Tree diagram, Matrix diagram, Matrix data analysis, Aerow diagram, program chart) Beginning with the initial matrix,…  as we discussed about House of Quality,…. the QFD methodology focuses on the.... most important product or service attributes or qualities. ..... Thar are.... customer wows, wants, and musts. (As we discussed in Kano Model of...... customer perception versus customer reality.) Once the attributes and qualities have prioritized...., QFD deploys them to the appropriate organizational function for action,…. as you can see the waterfall relationship diagram of QFD Matrix shown here. Thus means, QFD is the deployment of customer-driven qualities..... to the responsible functions of an organization. The Voice of the Customer is converted into customers’ needs... Relative importance is assigned to customers’ needs. A list of technical requirements that could fulfill the customers’ needs is produced. A relationship matrix is developed between the customers’ needs and the technical requirements. The relationship matrix is converted into the House of Quality. Output from the House of Quality is used in concept generation of the product. Concept generation is followed by concept selection. Final improved model of the product then finally produced.
• #15: An overview of QFd...  Customer requirement is converted to company measures... Company measures are converted to part design.. Design is converted to mfg processes.... Then finally to day to day operations...             It is the QFD... Quality function deployment......
• #16: Now move on to benefits of QFD..... As QFD focuses on customer hidden requirements.... menas the First benefit is customer satisfaction... In case of QFD design related changes will be very less or zero...  The bottom line of QFD is higher Quality,…..  lower cost......., shorter timing....... and a substantial marketing advantage.
• #17: QFD Can be applied everywhere....... at anytime........... on everything.....  Some Examples we can take... as our daily usable items..    Laptop... Hidden Customer needs for a laptop may be identified as: Long battery life, Lightweight, Extra storage, Low price, Easy to use. & new features like Finger print security...etc... If we talk about FAN, which we use daily.... – Hidden customer requirement can be... No noise during running, … Anti Dirt/ Anti Dust fans... small sized with higher amount of cooled air... like that.. It can be applied even in a Pen as well...– If we talk about a pen.. Hidden customer req. Can be … Proper grip.. Ball or Gell pen.... ink Refilling capability.. & so on... In Bike also we can use QFD..... Customer Hidden req. Can be self starter as well as kick start.... LED lamps... Good looking sports fairing... etc...                   It means.. QFD Can be applied everywhere....... at anytime........... on everything..... that aim is to delight customer...
• #18: Finally the Conclusion........ QFD is A comprehensive quality system. …........ An extremely flexible methodology to convert customer's needs into product. Ultimately to satisfy or delight customer... QFD systematically links..... the needs of the customer with various business functions and organizational processes....
• #19: These are the references, from where I took data to prepare this presentation as for today's session..... Additionally the following book helped me