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QFD

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QFD: the best instruments for business and product development

QFD: the best instruments for business and product development

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  • 1. Quality Function DeplOyment
    Key instrument in business and product development
    Dr. Biba Visnjicki
  • 2. 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.
  • 3. 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
  • 4. WHY QFD?
    To enable the most important paradigm shift
    Technology/Sales driven
    organisation
    Innovation driven
    organisation
  • 5. Paradigm shift
    Technology/Sales driven
    organisation
    Innovation driven
    organisation
    • We can make it “ better, faster, smaller,…then before”
    • 6. Sales driven operations
    • 7. New PD based on own capabilities and current customer “wish list”
    • 8. Insufficient understanding of strategic goals on the R&D realisation floor
    • 9. Decentralised value creation systems
    • 10. Customer focused development.
    • 11. Multi-functional driven operations (BD,Sales, marketing, R&D)
    • 12. New PD based on customer “latent” needs
    • 13. Integrated strategic/business targets into the development process
    • 14. Centralised value creation system
  • Two stream QFD
    From the customer needs to the winning products
    From developed products and services to the (new) market
  • 15. Blitz and Comprehensive QFD
    Solutions
    Markets & Customers segmentation
    Customer needs
    Functionalities
  • 16. Reverse QFD
    Product/services
    Functionalities
    Customer benefits
    Markets &
    Customers
  • 17. Basic Principles of QFD
    • Focus with PRIORITY
    • 18. Alignment to STRATEGY
    • 19. INNOVATION
    • 20. Optimisation of resources
    • 21. Tailored process
    • 22. Transparent communication
    • 23. Multifunctional teams
    • 24. “Rules of engagement” with customers and co-workers
    9
  • 25. 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
  • 26. Things that usually go wrong (2)..
    Link of the precisely defined differentiating functionalities defined by hierarchy tree to the top priority needs.
  • 27. Things that usually go wrong (3)..
    Great functionalities with no competitive benchmark and technical targets are usually overkill for the product.
  • 28. 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
  • 29. Quality Function DeplOyment
    Projects, Trainings, Consultations
    www.coddel.com