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Quality Function Quality Function DeploymentDeployment

House of QualityHouse of QualityHoQHoQ

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Ping’s Pencil FactoryISO 9001:2008

Welcome to the Customer Focus where

We listen to you to make it write!

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Focus Group• School Children- Group 2

• Marketing- Group 1

• Engineering- Group 3

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Tools• Brainstorming- Data collection• Questioning- Data Collection• Ranking- Measurement• Affinity Diagram- Analysis• Matrix- Analysis• Key quality characteristics

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School Children

• Brainstorm• Post it notes• Pencils• Accessories

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Marketing

• Develop questions• Challenge answers• Question why• Clarify

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Engineering

• Specifications• Measurable• Meaningful• Practical Characteristics

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Team Activities• Children-generate requirements

• Marketing- generate questions

• Engineering- generate quality characteristics

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Structure Customer Needs

• Organize needs• Prioritize needs• Assign weights-based on VoC

• Tools-Affinity Diagram• Ranking

» Marketing

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Affinity DiagramSafety Reliability Appearanc

eCosts

Doesn’t SplinterNon-toxic

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Important• Customers often tell us what we should

do- not What they need.

• Categorize their words- needs are found in underlying suggestions

• Revealed-Expected-Exciting(Marketing)

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TransitionAt the conclusion of this session you

will be able to:

• Define the terms QFD, VOC, HoQ• Describe the key components of HoQ• Name 3 tools used to build HoQ

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Background

• Yoji Akao

• House of Quality - HoQ

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Define QFD• Planning and decision making• How does it relate to

• Customers• Leadership• Employee empowerment; quality culture• Suppliers• Continuous Improvement

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Voice of the Customer

Voice of the Designer

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HoQ– Voice of the customer

– “Whats”- entered on left hand room

• Importance ratings• Scale 1-5

» Tools- interview, observation, survey

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Competitive Analysis• Quantify customer priorities

• Perception of existing products

• Compare ours to theirsRight side- Planning RoomTool -Survey

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HoQ• Voice of the engineer

• “Hows”- to respond to customer needs– Attic- vertical

– QC- quality characteristics– Measureable, meaningful, practical

characteristics

– Tool- Brainstorming and Affinity Diagram

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Correlate Requirements

• Interrelationships• Conflicts or Supports

• Intersection of Hows and Whats• To what degree does How fulfill What?

– Strong=9– Moderate=3– Weak=1

» Tool –Correlation Matrix (Engineering)» Relationship Room

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Benefits of QFD

Time Efficient

Customer Focus

Team Approach

Living Document

Customer Information

• Feedback

• Input

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Facts• 1 ½ Billion US each year• John Steinbeck 60 per day• East of Eden- >300• 1812- William Munroe (cabinetmaker)

• Thoreau- mixture of graphite & clay (hardness)

• 1872- 1st Eraser tip pencil

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HoQ Review

• Using cut outs- build house• Label each piece with descriptor• Number each piece by sequence

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House of Quality

Trade-off matrix

Design characteristics

Customer requirements

Target values

Relationship matrix

Competitive assessment

Impo

rtan

ce11 22

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44

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66Figure 3.7Figure 3.7

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Prepared and Presented

Carol Smalley 50%Sandra Darby 50%

Thanks for your attention and PARTICIPATION 100%

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References• Begovich, B. (1996). Quality function deployment. Today’s Management Methods., 169-183.

• Ermer, D. S., (1995). Using QFD becomes an educational experience for students and faculty. • Quality Progress, 131-136.

• Goetsch, D.L., & Davis, S.B. (2010). Quality management for organizational excellence: Introduction to total • quality. Upper Saddle River, NJ: Pearson Education, Inc.

• Jiang, J.C., Shiu, M.L., & Tu, M.H., (2007). QFD’s evolution in Japan and the West. Quality Progress, 30-37.

• Paryani, K., Masoudi, A., & Cudney, E., (2010). QFD application in the hospitality industry: a hotel case study. • Quality Management Journal, 17, 7-28.

• Additional information: http://www.qfdonline.com/qfd-tutorials/