TOTAL QUALITY

MANAGEMENT
 Week 11 Topics

Quality
Learning
Function Taguchi Outcomes
Deployment

• Quality Function • Able to implement QFD

Deployment • Loss- in order to ensure
quality during product
• House of Quality
• Application Function design and
Concept development
 QUALITY FUNCTION
DEPLOYMENT (QFD)
VOICE OF CUSTOMER

Foundation
Foundation--Belief
BeliefThat
ThatProducts
ProductsShould
ShouldBe
BeDesigned
Designed
To
ToReflect
ReflectCustomer
CustomerDesires
Desiresand
andTastes
Tastes
Introduction

 QFD is a planning technique that is born in Japan as a strategy for assuring

that quality is built into new processes or systems design.

 It helps organization to take the voice of the customer and factor their wants
and needs into organization product and process planning
QFD Definition
■ Yoji Akao defined QFD as

– “a method for developing a design quality aimed at satisfying the

consumer and then translating the consumer's demands into design
targets and major quality assurance points to be used throughout the
production phase".
In other words...
 QFD is a TQM tool. It is a planning technique that was born in Japan as
a strategy for assuring that quality is built into new processes.

 The QFD process uses matrices (sometimes called quality tables) to

help organizations to satisfy their customer requirements, e.g. House of
Quality (HOQ).

 These matrices are developed to generate design concepts, evaluate

them and propose process parameters to deliver or produce the best
design concept that meets customer requirements
History

■ Developed 1960s in Japan

■ First Industrial application

– Mitsubishi’s Kobe shipyard

■ Toyota developed the concept further shortly after.

– In use since 1977 at Toyota

■ Xerox and Ford initiated use of QFD in 1986

■ Today used successfully by:

– GM, Motorola, Kodak, IBM, Procter&Gamble
Quality function deployment (QFD) – the house of quality
■ The ‘house of quality’ is the framework of the approach to design management known as
quality function deployment (QFD). It originated in Japan in 1972 at Mitsubishi’s Kobe
shipyard, but it has been developed in numerous ways by Toyota and its suppliers, and
many other organizations.
■ Quality function deployment (QFD) is a ‘system’ for designing a product or service, based
on customer requirements, with the participation of members of all functions of the supplier
organization. It translates the customer’s requirements into the appropriate technical
requirements for each stage. The activities included in QFD are:
– Market research.
– Basic research.
– Innovation.
– Concept design.
– Prototype testing.
– Final-product or service testing.
– After-sales service and troubleshooting.
The QFD team in operation
■ The first step of a QFD exercise is to form a cross-functional QFD team. Its purpose is to
take the needs of the market and translate them into such a form that they can be satisfied
within the operating unit and delivered to the customers.
■ The QFD team must answer three questions – WHO, WHAT and HOW, i.e.:
– WHO are the customers?
– WHAT does the customer need?
– HOW will the needs be satisfied?
■ The HoQ provides an organization with the means for interdepartmental or interfunctional
planning and communications, starting with the so-called customer attributes (CAs). These
are phrases customers use to describe product, process, and service characteristics.
The QFD or house of quality tables
■ QFD begins with the customer
requirements, which are determined
through the ‘voice of the customer’ –
the marketing and market research
activities.
– Understanding and prioritizing the
customer requirements.
– The prime or broad requirements
should lead to the detailed
WHATs.
– Rate and rank the importance.
– The WHATs must now be
converted into the HOWs. These
are called the technical design
requirements.
The QFD Process
■ The QFD process uses matrices to help the organization to satisfy their
customer requirements ( which are a structured list of requirements derived
from customer statements).

■ The first of these matrices is called the house of quality (HOQ).

■ It displays the customer wants and needs along the left side of the matrix
and the technical requirement (which are a structured set of relevant and
measurable product characteristics )to meet these wants along the top of
the matrix
The house of Quality
■ It is utilized by a multidisciplinary team to translate a set of customer
requirements, drawing upon market research and benchmarking data, into
an appropriate number of prioritized engineering targets to be met by a new
product design.
 -9

-9
1 3
-3
-3 1
9 1
9 1
3 1 9 3 1 -3
Enginee r ing Characte ristics (units)

point roughnes s (m ic ro in.)

point c one angle (degree s )
s hav ings s toreage (c u.in.)
hold forc e required (lbf)
Example HoQ

s tart s w itc h forc e (lbf)

forc e to s harpen (lbf)

no. hands to operate

gras p to rque (in-lbf)
Custom e r

no. s teps to em pty

120 VAC (y es /no)
Satisfactio

Im p o rtan ce w t.

s lides (y es /no)

c ord length (ft)

n Rating

fric tion fac to r

(0.00 -

w eight (oz )
1.00)

Cus tom e r Re quire m ents 1 2 3 4 5 6 7 8 9 10 11 12 13 14 CP A B

1 doesn't slide w hen using 0.10 9 3 3 3 9 1 3 3 0.9
2 needs little insertion f orce 0.05 9 9 0.8
3 requires little insertion torque 0.05 9 0.9
4 operates w hen pencil is inserted 0.15 9 9 1.0
5 collects pencils shavings w ell 0.05 9 1 1.0
6 empties shavings easily 0.20 3 9 1 3 -3 0.6
7 plugs into w all socket easily 0.05 9 0.9
8 cord is long enough 0.05 9 0.8
9 grinds pencil to sharp point 0.20 9 3 0.7
10 needs only one hand tw o operate0.10 3 9 3 0.8
Total Importance 1.00

Pe rform ance current product(CP)

competitior A: Model #25 N 1 0 0 0 0 2 6 Y 6 20 1 20 6
competitor B
New Product Targets N 1 0 0 0 0 3 4 Y 6 18 1 18 5
QFD method uses cascading Houses of Quality

Production
Characteristics

Process
Characteristics

Part Production
Characteristics Planning

Engineering Process
Characteristics Planning er
to m
s
Customer Part
Design e cu
Requirements
f t h
e o
Product
o ic
Planning
 
V
 Quality Function Deployment’s
House of Quality Correlation 6
Matrix

3
Design
Attributes

The House

Importance Rankings
2 5
1
Customer Relationships Customer

of Quality Needs
4
between
Customer Needs
Perceptions

and
Design Attributes

7
Costs/Feasibility
 Establishes the Flowdown
 Relates WHAT'S & HOW'S 8

 Ranks The Importance Engineering Measures

Two Types of Elements in Each House

The House of Quality

 Key Elements
 Informational
Elements
QFD Flow-down

Manufacturing
Manufacturing Software
Software Service
Service
Environment
Environment Environment
Environment Environment
Environment

Customer Wants Customer Wants Customer Wants

Technical Requirements Product Functionality Service Requirements

Part Characteristics System Characteristics Service Processes

Manufacturing Process Design Alternatives Process Controls

Production Requirements
Building the House of Quality
■ Six Steps
1. Identify customer requirements
2. Identify technical requirements
3. Relate the customer requirements to the technical requirements
4. Conduct an evaluation of competing products or services
5. Evaluate technical requirements and develop targets
6. Determine which technical requirements to deploy in the remainder of
the production / delivery process
House of Quality

Interrelationships

Technical requirements

Voice Relationship between customer Priorities of customer

of Customer requirements and technical requirements requirements Competitive
evaluation

Priorities of technical requirements

Step 1: Customer Requirements

Most critical and most Difficult to capture the

difficult step. essence of the
customer’s needs and
expectations

1.

Voice
of Customer
Step 2: Technical requirements

The “how's” by which the

company will respond to
the “what's”, or customer
requirements
2.
Interrelationships
2. Technical requirements

1.

Voice
of Customer
Step 3: Relationship matrix between customer and technical requirements

Purpose: to show
whether the final
technical requirements
adequately address
customer requirements 2. Interrelationships

2. Technical requirements

3.
Relationship between
1.
customer
requirements and
Voice technical requirements
of Customer
Step 4: Competitor evaluation and key selling points

Identifies importance
ratings for each
customer requirement
and evaluates 2. Interrelationships
competitors’ existing
products or services for 2. Technical requirements
each of them.
3.
4.
Relationship between
1. Competitive
customer requirements
and technical evaluation
Voice requirements
of Customer
Step 5: Evaluate technical requirements of
competitive products and services and develop
targets
2. Interrelationships

2. Technical requirements

3. 5.
4.
Relationship between customer Priorities of
1. requirements and technical requirements customer Competitive
requirements evaluation
Voice
of Customer
Step 6: Select technical requirements to be deployed
in the remainder of the process

2. Interrelationships

2. Technical requirements

3. 5.
4.
Relationship between customer Priorities of customer
1. requirements and technical requirements requirements Competitive
evaluation
Voice
of Customer

6. Priorities of technical
requirements
Advantages
 Reduced time to market

 Reduction in design changes

 Decreased design and manufacturing costs

 Improved quality

 Increased customer satisfaction

When is QFD Appropriate?

 Poor communications and expectations get lost in the complexity of product

development.

 Lack of structure or logic to the allocation of product development

resources.

 Lack of efficient and / or effective product / process development teamwork.

 Extended development time caused by excessive redesign, problem
solving, or fire fighting.
Application Of QFD
Some of the application of QFD are:

■ Production/Manufacturing

■ Maintenance

■ Design courses and curriculum

■ Design of performance measures

■ Aerospace
Loss Function by Taguchi
– Developed concept of the ‘Loss Function’
– A quality product is a product that causes a minimal loss
(expressed in money!) to society during it's entire life. The
relation between this loss and the technical characteristics is
expressed by the loss function
– Deviation from target value causes losses
■ Internal - increased cost of manufacture, increased cost of supply
■ External - Customer dissatisfaction, warranty costs, loss of reputation &
ultimately loss of market
– Taguchi implies that Design has a vital Quality function
■ His methodologies held ensure customer satisfaction
 Loss Function by Taguchi
Dr Genichi Taguchi

■ Taguchi believed it is preferable to design product that is robust or

insensitive to variation in the manufacturing process, rather than attempt to
control all the many variations during actual manufacture.
■ “Taguchi methodology” is fundamentally a prototyping method that enables
the designer to identify the optimal settings to produce a robust product that
can survive manufacturing time after time, piece after piece, and provide
what the customer wants.