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Transcript of "House of quality-QFD"
1. Quality! Function ! Deployment! The Building blocks of the www.coddel.nl House of Quality
What is QFD? Systematic way to define wining business (conquering business model, products / services) Comprehensive process for reaching customer satisfaction Effective methodology for bridging the needs of the customer (end user) with design, development, engineering, manufacturing, and service functions. Quality Function Deployment (QFD) is a quality system derived from the Total Quality Management. It is a fact driven process that uses extensive number of tools interlinked into the custom-tailored approach for the specific business problems and organizational competencies and capabilities. The main applications of QFD are in areas of: product design & development, business process development and operations, marketing research and analyses , strategic planning and execution, and it is constantly expanding.Copyright © 2012 CoddeL
The goal Provide truly differentiating products and services by: • Translate “customer requirements” into workable “engineering solutions” • Identify exactly what the design goals are and how they are going to be achieved • Forces a “fresh eyes” perspective on the design problem; prevents you getting stuck prematurely with preconceived concepts • Reduces risks of delay in new product introduction due to poor specifications, “creeping” specification, unrecognized interdependencies of specifications, etc… • Provides formal record of conceptual design process for documentary, legal, management, benchmarking and other purposes 3!Copyright © 2012 CoddeL
Brief history of QFD • First, “Quality Function Deployment” was originally created by two Japanese professors back in the 1960’s (Drs. Yoji Akao and Shigeru Mizuno). • The original Japanese name, “Hin-shitsu Ki-no Ten-kai”, was translated quite literally into the name “Quality Function Deployment” • In industry used for the first time in 1972 for Mitsubishi shipbuilding • Developed extensively at Toyota in 70s & 80s claims 60% cost and 33% time-to-market reduction in design & development of new cars • Adoption among US fortune 500 companies (Digital Equipment, Hewlett-Packard, AT&T, ITT, GM, Ford etc.) in late 80s & early 90s • In Europe become common practice of PHILIPS, Siemens, TetraPack, Volvo, Sandvik etc. 4!Copyright © 2012 CoddeL
QFD evolution • 1st generation - centered mainly on quality insurance • 2nd generation – centered on new product development integrated with Technology Management and TRIZ • 3rd generation – merging with IT and Relational Databases for real time production data collection • 4th generation – integrates market data collection to improve customer value through fulfillment of functional and emotional customer needs and integrates into DFSS. Starts for strategic/ corporate goals and full transparency to the production floor. 5Copyright © 2012 CoddeL
Basic concept 1966 1st QFD ApplicaFon 1972 7MP tools developed 1st QFD PublicaFon 1978 Copyright © 2012 CoddeL Source: QFDI 1983 Basic QFD taught 1984 1st QFD ApplicaFon 1st QFD PublicaFon 1st great success: Toyota Development roadmap 1988 1st QFD Conference 1st QFD Conference 1992 QFD InsFtute Formed 7PP tools developed 1994 1996 Blitz QFD developed Intern. Concil for QFD 1998 From a methodology to the integrated business logic 1st reported case study: Bridgestone Tire in Japan 1966 2000 1st QFD Green Belt class 1st QFD Black Belt class 2004 e7-‐QFD tools developed 2010 ISO on QFD convened 2012
QFD and House of Quality What IS and what is NOT In the poor interpretation of the traditional QFD practice, learned from old examples or oversimplified information sources, HoQ was only matrix applied as the QFD routines. The House of Quality (HoQ) IS one of many Quality tools. The House of Quality (HoQ) is NOT the only tool of QFD. The House of Quality (HoQ) matrix IS the most recognized and widely used tool of the QFD method.Copyright © 2012 CoddeL
The House of QualityCopyright © 2012 CoddeL
The House Of QualityThe House of Quality (HoQ) matrix is the most recognized and widely used tool of the QFD method.
Before start building the HoQ.. 1. Decide (based on the current business analysis, trends and organisaFonal competencies and capabiliFes) on the market segments you want to be in. 2. IdenFfy the KEY customers in the selected segments because op.miza.on of the product design goes around the key customer s needs Copyright © 2012 CoddeL
1. Identification of key customer needs 1. CollecFon of the customer statements, understanding and deﬁniFon of the customer needs, 2. Structuring of the needs, 3. PrioriFzaFon of the needs. 11!Copyright © 2012 CoddeL
2. Functionalities (Technical Response) For every WHAT deﬁne the HOWs functionality! functionality! HOW! HOW! HOW is NOT a technological customer need! WHAT! soluFon!! 12!Copyright © 2012 CoddeL
3. Importance of the customer needs Not at all! 1! Absolute importance: 1-‐5 Of minor importance! 2! RelaFve importance: 1-‐100 Of moderate importance! 3! Very important! 4! Of higest importance! 5! 13!Copyright © 2012 CoddeL
4. Customer satisfaction performance Customer percepFon of how good current product/service is meeFng customers needs very poorly! 1! poorly! 2! neutral! 3! good! 4! very good! 5! 14!Copyright © 2012 CoddeL
5. Competitive satisfaction performance CompeFFon strengths and weaknesses in terms of: customer needs and technical funcFonaliFes customer needs/ functionalities! 1! 2! 3! 4! 5! competitive product/service! ...! ...! ...! ...! 15!Copyright © 2012 CoddeL graphical presentaFon of compeFtors performance
6. Performance weight performance weight = nr. respondents * performance performance number of performance customer need! grade! respondents! weight! very poorly! 1! 50! 50! poorly! 2! 157! 314! neutral! 3! 626! 1878! good! 4! 180! 720! very good! 5! 40! 200! Totals! 1053! 3162! Weight average performance score! 3.00! 16!Copyright © 2012 CoddeL
7. Performance weight Impact (contribuFon) of a funcFonality to the fulﬁllment of a customer need Most common Symbol! Meaning! Numerical Other values! Value! Not linked! 0! PrioriFes -‐ relaFve contribuFon of the funcFonaliFes to overall Possibly linked! 1! customer saFsfacFon (bohom of the HOQ) Moderately linked! 3! Strongly linked! 9! 1o, 7, 5! 17!Copyright © 2012 CoddeL
8. Technical correlations The technical correlaFons ( roof of the HoQ) maps interrelaFonships and interdependencies between funcFonaliFes Strong posiFve impact @@ Moderate posiFve impact @ Degree of technical impact with No impact direcFon of impact Moderate negaFve impact x Strong negaFve impact x x 18!Copyright © 2012 CoddeL
9. Technical evaluation Benchmarking of the compeFtor s products and services on the funcFonal level, target sejng for the new design, idenFﬁcaFon of technical bohlenecks. 19!Copyright © 2012 CoddeL
FOR MORE INFORMATION… CoddeL Burgermeester Dijkmeesterweg 6 7201 AL Zutphen firstname.lastname@example.org www.coddel.nlCopyright © 2012 CoddeL