AQC4Mode

8/13/2019 AQC4Mode

http://slidepdf.com/reader/full/aqc4mode 1/12

2/25/20

Suraj M. Alexander, Ph.D., P.E., C.Q.E IE631 Advanced Quality Control

Professor Engineering Management

Industrial Engineering

Quality Function Deployment (QFD)

shipyards of Mitsubishi. It facilitates the

translation of customer needs, which are not

amenable to control, to internal prioritized

actions that can be controlled and improved.

2

It has been applied extensively bycompanies such as Ford and AT&T.

8/13/2019 AQC4Mode


2/25/20

QFD - Process --

Voice of the Customer… The House of

Quality begins with the customer, whose

requirements are sometimes called

“Customer Attributes (CA’s) or just

3

“Whats.”

Classes of Customer Wants

,

Expected, Specified

Exciting

4

8/13/2019 AQC4Mode


2/25/20

Customer Preferences

Are All Requirements Equal???

Fulfillment/Achievement

Satisfaction

Attractive/Excitement

5

One Dimensional

Quality

Dissatisfaction

Basic-Take ItFor Granted

How do determine customer needs?

Focus groups e.g. Yum – customer invitations

Products placed in public areas and collect comments from customers

In depth interviews

The IDEO WAY understand the consumer experience: – Shadowing – observation of people using products

– behavioral mapping – photographing people within a space

– consumer journey- track consumer interactions with product or service

– camera journals – asking consumers to keep a visual record of theiractivities and impressions relating to a product

6

– extreme user interviews – Taking views from people who really know, orknow nothing of the product or service

– storytelling – prompting people to tell stories of their experiences withusing product or service

– unfocus groups- interviewing a diverse group of individuals for examplefor sandals, interview a fitness expert, an artist, and a podiatrist

8/13/2019 AQC4Mode


2/25/20

Customer Attributes (CA’s)’

words and translated by the team.

CA’s can include those from other stake

holders vendors, internal customers, and

regulators not just end users.

7

Also focus on results the customers want to

achieve, not the solutions they offer.

CA Bundles - Affinity Diagrams

Organizing Customer Requirements

Requirements Group Customer Requirements

STEP 1C: Label Major Groupings STEP 1D: Rate Importance of Eachand Organize Hierarchically Lowest Level Customer Requirement

8

5

3

5

4

3

5

4

5

4

3

5

2

8/13/2019 AQC4Mode


2/25/20

Adjustable Humidity

Preservation Adjustable Temperature

Customer Requirements Structure

Keep Veggies Crisp

Plenty of Space

Store Accessibility Clears the Door

Produce Easy to Find Food

&

Meats Storage Store Meat & Produce

Flexibility Store Cold Beverages

9

See Contents

Aesthetics Solid Feel

Smooth Pan Slide

General Specific

Competitive Advantage

.

10

8/13/2019 AQC4Mode


2/25/20

o r t a n c e

e r i n g

e r i s

t i c s

o r l

g r o u n d

" s

l o p e

c e

i o n

Engineering Characteristics "Hows"

EffortOpen-Close Sealing

Insulation

R e

l a t i v e

I m p

E n g

i n e

C h a r a c

- E n e r g y

t o c

l o s e

d o

+ C h e c

k f o r c e o n

l e v

+ C h e c

k f o r c e o n

1 0

+ D o o r s e a

l r e s

i s t a n

+ R o a

d n o

i s e r e

d u c

t

Eas to close from outside 7 r

Customer

At tr ib utes Customer perceptions

1 2 3 4 5

-OURCAR

---A'S CAR

--B'S CAR

11

Stays open on a hill 3

Doesn't leak in rain 3No road noise 2 l a

t i o n

E a s y

t o o p e n

a n

d c

l o s e

d o o

Relationships

r t a n c e

r i n g

e r i s t i c s

r r o u n d

s l o p e

e o n

Relation Between CA's And EC's

EffortOpen-Close Sealing

Insulation

Strong positive

Medium positive

X Medium negative

X Strong negative

R e

l a t i v e

I m p o

E n g i n e

C h a r a c t

E n e r g y t o c l o s e d o

C h e c k f o r c e o n l e v e l

+ C h e c k f o r c e o n 1 0 "

+ D o o r s e a l r e s i s t a n c

+ R o a d n o i s e r e d u c t i

Customer

Attr ibutes Customer perceptions

-OURCAR

---A'S CAR

--B'S CAR

12

Easy to close from outside 7 XStays open on a hill 3

Doesn't leak in rain 3No road noise 2

I s o l a t i o n

E a s y t o o p e n

a n d c l o s e d o o r

8/13/2019 AQC4Mode


2/25/20

Navigating The House of Quality

QFD Review Continued

Correlation

Customer Customer

Requirements

"what"

Design

Requirements

"how"

Relationship

Ratings

"why"

Matrix

13

Technical Importance

Competitive Benchmarks

Technical DifficultyDesign Targets

"how much"

House of Quality

14

8/13/2019 AQC4Mode


2/25/20

15

W r i t i n g P o i n t

T h i c k n e s s

D i s p e n s e D i s

t a n c e

H o l d i n g F o r c

e

H a r d n e s s

G l o b a l P a r a m

e t e r s

B o d y L e n g t h

C r o s s - S e c t i o n S h a p e

S u r f a c e F i n i s h

L e a d C a p a c i t y

E r a s i n g

W e a r

P u l l O u t F o r

c e

P o c k e t S t o r a g e

H o l d i n g F o r c

e

T i p t o C l i p L e

n g t h s

I m p o r t a n c e

C u s t o m e r R a t i n g

P e n t e l l

B i c

1 2 3 4 5 6 7 8 9 1 0

1 1

1 2

1 3

1 4

1 5

1 6 1 2 3 4

Performance 1 1

Smooth Writing 2 5 5 3 2

i

WHATs vs HOWsStrong Relationship: 9

Medium Relationship: 3

Weak Relationship: 1

i

Easy to Dispense/Adjust Lead 4 4 4 4 4

Lead Does Not Break 5 4 4 4 5

Lead Does Not Slip 6 3 5 4 6

Ergonomics 7 7

Good Grip/Easy to Hold 8 4 5 3 8

Easy to Add Lead 9 3 1 1 9

Easy to Adjust/Replace Eraser 10 3 1 1 10

Reliability 11 11

Does Not Jam 12 4 4 4 12

Long Lasting Eraser 13 3 3 2 13

Special Features 14 14

16

Precision "Look & Feel" 15 5 5 2 15Large Eraser 16 4 2 3 16

Clips in Pocket 17 3 4 3 17

Technical Importance 1 1 1 7

8 5

1 1 7

1 5 5

1 7

8 1

8 1

1 2

2 7

5 4

2 7

2 7 1 2 3 4

Competitor Benchmark 2 2

Pentel 3 5 4 5 5 4 5 5 4 3 3 4 43

Bic 4 3 4 3 4 4 3 3 3 3 2 44

Technical Difficulty 5 5

Design Targets 6 6

1 2 3 4 5 6 7 8 9 1 0

1 1

1 2

1 3

1 4

1 5

1 6

8/13/2019 AQC4Mode


2/25/20

QFD Analysis . .

Identify customer requirements not being

met - strategic opportunities.

Identify superfluous technical requirements.

17

- set targets.

Customizing the House of Quality

related to CA’s or a row related to the cost

of servicing CA’s or the degree of difficulty

to making a change.

18

8/13/2019 AQC4Mode


2/25/20

QFD Process Review

Basic Steps

Step 2:

How the Wants

are Satisfied

Step 1: Step 3:

What the Relationships

Customer Between the

Wants Wants and Hows

19

Step 4:

TechnicalImportance

Navigating The House of Quality

QFD Review Contin ued

Correlation

Ratings

"why"

MatrixRequirements

"what"

Design

Requirements

"how"

RelationshipCustomer Customer

20

Competitive Benchmarks

Technical Difficulty

Design Targets

"how much"

Technical Importance

8/13/2019 AQC4Mode


2/25/20

QFD - Four Typical Phases

Product Design

Process Planning

Control Planning

21

Key Benefit

“

quality is quality in-house. It gets people

thinking in the right directions and thinking

together.”

John R. Hauser and Don Clausing

22

Harvard Business Review, 1988

8/13/2019 AQC4Mode


2/25/20

Group Assignment # 4

service; assess against competition, and

establish priorities for improvement.

23

AQC4Mode

Documents

Transcript of AQC4Mode