Quality Function DeplOyment Key instrument in business and product development Dr. Biba Visnjicki
Quality Function Deployment: the brief summary For over 20 years, QFD (Quality Function Deployment) is a key instrument in the innovation power of many industry leaders. It provides a much deeper insight in true customer needs, it revolutionalizes the customer interface and greatly increases the effectiveness of the internal innovation processes. It is the only development methodology that integrates strategy all the way to the manufacturing process.
QFD Origin: Japan 1960’s Cross Functional Management and Communication policy deployment strategy business environment Vertical integration business development Customers product development daily management Horizontal cross functional management
WHY QFD? To enable the most important paradigm shift Technology/Sales driven organisation Innovation driven organisation
“Rules of engagement” with customers and co-workers
Things that usually go wrong (1).. Voice of Customer (VOC) What we hear is set of…. (almost everything) What we should discover are latent and unaddressed needs
Things that usually go wrong (2).. Link of the precisely defined differentiating functionalities defined by hierarchy tree to the top priority needs.
Things that usually go wrong (3).. Great functionalities with no competitive benchmark and technical targets are usually overkill for the product.
QFD Operations and Management Provides complete transparency and understanding of the logical link between business goals and product development requirements. Sales R&D Customer support Marketing Production Purchasing Technical service
Quality Function DeplOyment Projects, Trainings, Consultations www.coddel.com