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  • 1. Modern  Quality  Func1on   Deployment     QFD   CoddeL® 2012      
  • 2. For every organization willing to take a step more towards customer- driven innovation, business and product wise, design and execution of an effective business processes, operations and routines is the way to go… CoddeL® 2012      
  • 3. WHAT IS QFD? 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. It is only proven methodology that is using pre-customized set of tools to align the entire company toward achieving the common goal with high level of customer satisfaction. QFD was developed in Japan in the late 1960s by dr.Yoji Akao. The introduction of QFD to America and Europe began in 1983. Since that time it is in a constant development going from: 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 DSS. Starts for strategic/corporate goals and full transparency to the production floor. CoddeL® 2012      
  • 4. CUSTOMER DRIVEN APPROACHThe core value of the QFD is a systematic integration of the customer needs into various business andorganizational processes, such as marketing & sales, R&D, quality, production, manufacturing, etc. The vital step in the modern QFD is effective gathering of the customer needs trough the qualitativeand quantitative VoC process. The goal of the effective Voice of the Customer (VoC ) is to discoverlatent, articulated and unarticulated customer needs to deliver new propositions with strongcompetitive advantage and not “me too” results.KEY BENEFITS:!   Minimizes product development costs and throughput time.!   Reduces the risk of delay to new product introduction due to potentially poor specifications.!   Provides a much deeper insight in (latent) customer needs from a broad range of sources and allows sharp priority setting of the various customer needs.!   Uses unarticulated customer needs to create products with a much stronger competitive impact.!   Enables proactive focus on customer needs early in the design stage.!   Uses strict methodology to separate needs, functionalities and technological solutions to create a much broader spectrum of possible customer offerings.!   Creates a joint language and communication platform for marketing, R&D and production to logically combine their inputs.!   Greatly increases the effectiveness and efficiency of innovation and increases customer satisfaction, revenue and overall productivity. CoddeL® 2012      
  • 5. MODERN QFD TOOLSMost commonly used QFD Tools and Deployments !   Affinity Diagram !   Analytic Hierarchy Process (AHP) !   Customer Segments Table !   Customer Process Model ! Gemba Visit Table !   Customer Voice Table !   Quality Planning Table !   Maximum Value Table !   House of Quality !   Design Planning Table !   Function Deployment !   Technology Deployment !   Cost Deployment !   Strategy Deployment with Hoshin Planning CoddeL® 2012      
  • 6. WHAT IS NOT QFD QFD is NOT House of Quality (HoQ) matrix as commonly accepted. HoQ is one of many Quality tools and is nowadays not even necessary for many of todays development projects. In the poor interpretation of the traditional QFD practice, learned from old examples or oversimplified information sources, HoQ is central, and often the only matrix applied as the QFD routines. For more than a decade already traditional QFD with it’s 4 Phase QFD is fundamentally improved by Modern QFD approach. CoddeL® 2012      
  • 7. QFD IS HIGHLY FLEXIBLE METHOD QFD is very flexible method and can be used for improvement of existing products and services, design of new products and services and repositioning of the developed products and services into the more attractive market segments. Custom-tailored Modern QFD process is easy to interface with other innovation methods such as Hoshin, TRIZ, Stage-Gate, Kansei Engineering, whole domain of DFSS/Six Sigma. Because it’s flexibility it directly fits into every ongoing development process CoddeL® 2012      
  • 8. THE MODERN QFD-BASED BUSINESSPROCESS MAP CoddeL® 2012      
  • 9. MODERN QFD TRAINING@ CODDEL 3 Days Modern QFD training for: !   Business Development and Innovation and !   New Product Development provide thorough understanding of applied Modern Quality Function Deployment Methodology for successful business and product development processes. The main focus is on interpretation and practical usage of QFD deployments and tools on real-case projects Who should attend: !   Marketing managers !   Business development managers !   Product development managers and team members !   Project Managers !   Quality professionals !   R&D managers !   Innovation managers CoddeL® 2012      
  • 10. MORE ABOUT MODERN QFD CoddeL Burgermeester Dijckmeesterweg 6 7201 AL Zutphen The Netherlands Telephone: +31 639215975 E-mail: info@coddel.nl ! http://www.coddel.nl CoddeL® 2012