QFD is a customer-driven approach to quality function deployment that was developed in Japan in the 1960s. It enables companies to deploy the voice of the customer into new product development. Key aspects of QFD include translating customer requirements into technical requirements, using a house of quality matrix to show relationships between customer and technical requirements, and prioritizing requirements. Benefits of QFD include fewer changes, lower costs, fewer problems, and satisfied customers.

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

21. QFD PROCESS

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