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QUALITY FUNCTION
  DEPLOYMENT
INTRODUCTION
• Initiated by Dr. Mizuno , professor emeritus of the Tokyo
  Institute of Technology
• Standard practice by most leading organization
• Disciplinary approach
• Enables improvements
• Customer driven product/process development
• First application at Mitsubishi, Japan
1972

       • QFD implemented in production of mini vans by Toyota
1976


       • 20% reduction in start up costs in launch of a new van
1979


       • 38% reduction in costs
1982


       • 68% cumulative reduction in costs
1984


       • First introduced in USA
1984
DEFINITION
• There is no single, right definition for QFD; this one
  captures its essential meaning:

• A system for translating customer requirements into
  appropriate company requirements at each stage from
  research and product development to engineering and
  manufacturing to marketing/sales and distribution
KEY RATIONALE

Customers are our number one concern. Satisfied customers keep us in business.



Proactive product development is better than reactive product development.



Quality is a responsibility of everyone in the organization.


The QFD methodology helps an organization determine the most effective
applications for many engineering and analytical tools such as: Design of
Experiments, Failure Analysis and Statistical Process Control.
OVERVIEW

                      CONVERTED                            CONVERTED
• CUSTOMER               TO       • PART                      TO        • PRODUCTION
  REQUIREMENTS                      CHARACTERISTICS                       REQUIREMENTS
                 • COMPANY                            • MANUFACTURING
                   MEASURES                             PROCESS


     CONVERTED                         CONVERTED
                                                                             DAY TO DAY
        TO                                TO
APPLICATION OF QFD
                                                          • 3M CALLS THEM
                                                          CUSTOMER DELIGHTS
                                                          • UNEXPECTED,
                               Satisfied                  PLEASANT SURPRISES
                               Customer

                                                                Spoken
                                                                 Measurable
                                                                 Range of Fulfillment

             Excitement
                                                                                          QFD focuses on
               Needs
                                                                                         Performance Needs
Don’t Have                                                            Included            and unmet Basic
 Don’t Do                                                              Do Well                 Needs

                                                                  Unspoken
    Performance                                                   Taken For granted
       Needs                                                      Basic
                                                                  Spoken If Not Met
                          Basic
                          Needs            Dissatisfied
                                            Customer


RECOGNIZE 1) The Impact of Needs on the Customer
                   2) That Customer Needs Change With Time
                   3) The impact of Communication of Customer Wants
                      through out the Organization
THE QFD TEAM

                   Marketing




Production                               Design

                    QFD
                   Team


         Finance               Quality
BENEFITS OF QFD

FEWER AND             LESS TIME IN
  EARLIER            DEVELOPMENT
 CHANGES

               LOWER
                               FEWER START
              START UP
                               UP PROBLEMS
               COSTS

FEWER FIELD           SATISFIED
 PROBLEMS            CUSTOMERS
DEFINITION OF HOUSE OF QUALITY
• The house of quality translates the voice of the customer
  into design requirements that meet specific target values
  and matches those against how an organization will meet
  those requirements.
STRUCTURE OF HOUSE OF QUALITY




• Exterior walls        Customer requirements
• Ceiling or second floor       Technical descriptors
• Interior walls       Relationship between customer
  requirements and technical descriptors
• Roof         Interrelationship between technical descriptors
Qfd
BUILDING A HOUSE OF QUALITY

            Steps in building a house of quality




                                  Develop a
                                                  Develop a
                                 relationship                                     Develop       Develop
List customer   List technical                  interrelations
                                    matrix                       Competitive     prioritized   prioritized
requirements     descriptors                      hip matrix
                                   between                       assessments     customer       technical
   (WHATs)         (HOWs)                          between
                                    WHATs                                      requirements    descriptors
                                                    HOWs
                                   &HOWs
BUILDING A HOUSE OF QUALITY
 List Customer Requirements- It includes the list of
  goals/objectives.

• This list is often refered as the WHATs that customer needs
  or expects in a particular product.
 → Primary list
 → secondary list
BUILDING A HOUSE OF QUALITY
 List Technical Descriptors

• In this those engineering characteristics or technical
  descriptors (HOWs) are considered that will affect one or
  more of the customer requirements.
• Counterpart characteristics are an expression of the voice
  of customer in technical language.
• Primary technical descriptors
• Secondary technical descriptors
BUILDING A HOUSE OF QUALITY
 Develop a relationship matrix between WHATs and HOWs

• Compare the customer requirements and technical
  descriptors and determine their respective relationships.
• Structuring an L-shaped diagram- This is meant to reduce
  the confusion associated with determining the relationship
  between customer requirements and technical descriptors .
• Symbols – solid circle = ● (strong relation)
             single circle = ○ (medium relation)
             triangle      = ∆ (weak relation)
              Blank        = □ ( no relation)
BUILDING A HOUSE OF QUALITY
 Develop an interrelationship matrix between HOWs

• The roof of house of quality ,called the correlation matrix
  ,is used to identify any interrelationship between each of
  the technical descriptors.
• Symbols
• solid circle = ● (strong positive relation)
  single circle = ○ (positive relation)
  single X     = X (negative relation)
  Asterisk      = * (strong negative relation)
BUILDING A HOUSE OF QUALITY
Competitive assessment

• It is a pair of weighted tables that depict item
  for item how competitive products compare
  with current organization products.
• Types – 1.customer competitive assessment
            2.Technical competitive assessment
BUILDING A HOUSE OF QUALITY
 Develop Prioritized Customer Requirements

• The prioritized customer requirements make up a block of
   columns corresponding to each customer requirements in
   he house of quality to the right hand side of the customer
   competitive assessment. This column contains the
   following –
 - Importance to customer
 - Target value
 - Scale up factor
 - Sales point
 - Absolute weight
BUILDING A HOUSE OF QUALITY
 Develop prioritized technical descriptors

• They make up a block of rows corresponding to each
  technical descriptors in the house of quality below the
  technical competitive assessment.
• Degree of difficulty
• Target value
• Absolute weight
• Relative weight
QFD PROCESS
PHASE 1 PRODUCT PLANNING
PHASE 2 PART DEVELOPMENT
PHASE 3 PROCESS PLANNING
PHASE 4 PRODUCTION PLANNING
IN A NUT SHELL
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
Qfd

More Related Content

Qfd

  • 1. QUALITY FUNCTION DEPLOYMENT
  • 2. INTRODUCTION • Initiated by Dr. Mizuno , professor emeritus of the Tokyo Institute of Technology • Standard practice by most leading organization • Disciplinary approach • Enables improvements • Customer driven product/process development
  • 3. • First application at Mitsubishi, Japan 1972 • QFD implemented in production of mini vans by Toyota 1976 • 20% reduction in start up costs in launch of a new van 1979 • 38% reduction in costs 1982 • 68% cumulative reduction in costs 1984 • First introduced in USA 1984
  • 4. DEFINITION • There is no single, right definition for QFD; this one captures its essential meaning: • A system for translating customer requirements into appropriate company requirements at each stage from research and product development to engineering and manufacturing to marketing/sales and distribution
  • 5. KEY RATIONALE Customers are our number one concern. Satisfied customers keep us in business. Proactive product development is better than reactive product development. Quality is a responsibility of everyone in the organization. The QFD methodology helps an organization determine the most effective applications for many engineering and analytical tools such as: Design of Experiments, Failure Analysis and Statistical Process Control.
  • 6. OVERVIEW CONVERTED CONVERTED • CUSTOMER TO • PART TO • PRODUCTION REQUIREMENTS CHARACTERISTICS REQUIREMENTS • COMPANY • MANUFACTURING MEASURES PROCESS CONVERTED CONVERTED DAY TO DAY TO TO
  • 7. APPLICATION OF QFD • 3M CALLS THEM CUSTOMER DELIGHTS • UNEXPECTED, Satisfied PLEASANT SURPRISES Customer  Spoken  Measurable  Range of Fulfillment Excitement QFD focuses on Needs Performance Needs Don’t Have Included and unmet Basic Don’t Do Do Well Needs Unspoken Performance Taken For granted Needs Basic Spoken If Not Met Basic Needs Dissatisfied Customer RECOGNIZE 1) The Impact of Needs on the Customer 2) That Customer Needs Change With Time 3) The impact of Communication of Customer Wants through out the Organization
  • 8. THE QFD TEAM Marketing Production Design QFD Team Finance Quality
  • 9. BENEFITS OF QFD FEWER AND LESS TIME IN EARLIER DEVELOPMENT CHANGES LOWER FEWER START START UP UP PROBLEMS COSTS FEWER FIELD SATISFIED PROBLEMS CUSTOMERS
  • 10. DEFINITION OF HOUSE OF QUALITY • The house of quality translates the voice of the customer into design requirements that meet specific target values and matches those against how an organization will meet those requirements.
  • 11. STRUCTURE OF HOUSE OF QUALITY • Exterior walls Customer requirements • Ceiling or second floor Technical descriptors • Interior walls Relationship between customer requirements and technical descriptors • Roof Interrelationship between technical descriptors
  • 13. BUILDING A HOUSE OF QUALITY Steps in building a house of quality Develop a Develop a relationship Develop Develop List customer List technical interrelations matrix Competitive prioritized prioritized requirements descriptors hip matrix between assessments customer technical (WHATs) (HOWs) between WHATs requirements descriptors HOWs &HOWs
  • 14. BUILDING A HOUSE OF QUALITY  List Customer Requirements- It includes the list of goals/objectives. • This list is often refered as the WHATs that customer needs or expects in a particular product. → Primary list → secondary list
  • 15. BUILDING A HOUSE OF QUALITY  List Technical Descriptors • In this those engineering characteristics or technical descriptors (HOWs) are considered that will affect one or more of the customer requirements. • Counterpart characteristics are an expression of the voice of customer in technical language. • Primary technical descriptors • Secondary technical descriptors
  • 16. BUILDING A HOUSE OF QUALITY  Develop a relationship matrix between WHATs and HOWs • Compare the customer requirements and technical descriptors and determine their respective relationships. • Structuring an L-shaped diagram- This is meant to reduce the confusion associated with determining the relationship between customer requirements and technical descriptors . • Symbols – solid circle = ● (strong relation) single circle = ○ (medium relation) triangle = ∆ (weak relation) Blank = □ ( no relation)
  • 17. BUILDING A HOUSE OF QUALITY  Develop an interrelationship matrix between HOWs • The roof of house of quality ,called the correlation matrix ,is used to identify any interrelationship between each of the technical descriptors. • Symbols • solid circle = ● (strong positive relation) single circle = ○ (positive relation) single X = X (negative relation) Asterisk = * (strong negative relation)
  • 18. BUILDING A HOUSE OF QUALITY Competitive assessment • It is a pair of weighted tables that depict item for item how competitive products compare with current organization products. • Types – 1.customer competitive assessment 2.Technical competitive assessment
  • 19. BUILDING A HOUSE OF QUALITY  Develop Prioritized Customer Requirements • The prioritized customer requirements make up a block of columns corresponding to each customer requirements in he house of quality to the right hand side of the customer competitive assessment. This column contains the following – - Importance to customer - Target value - Scale up factor - Sales point - Absolute weight
  • 20. BUILDING A HOUSE OF QUALITY  Develop prioritized technical descriptors • They make up a block of rows corresponding to each technical descriptors in the house of quality below the technical competitive assessment. • Degree of difficulty • Target value • Absolute weight • Relative weight
  • 22. PHASE 1 PRODUCT PLANNING
  • 23. PHASE 2 PART DEVELOPMENT
  • 24. PHASE 3 PROCESS PLANNING
  • 25. PHASE 4 PRODUCTION PLANNING
  • 26. IN A NUT SHELL
  • 27. 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