Rawlings Quinn

8/2/2019 Rawlings Quinn

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Q U A L I T Y F U N C T I O N D E P L O Y M E N T ( Q F D ) : A C A S E S T U D YRobin Raw l ings -Quinn , Manager , Marke t Research and D eve lopmenta l P rocess , In te r tape Po lymerGroup , Marysv i l le , M I

Abs t r a c tQual i ty Func t ion Dep loym ent (QFD ) was conce ived in Japan in the la te 1960 's , and in troducedto Amer ica and Europe in 1983 . Th is paper wi l l p rov ide a genera l overv iew o f the QFD m ethodo logyand approach to product developm ent. Onc e fam il iar i ty with the tool is es tablished, a real- l i feapplicat ion of the technique w il l be provided in a case s tudy. The case s tudy wil l i l lus tra te how Q FDwas used to deve lop a new tape p roduc t and p rov ide counse l to those tha t may w an t to implement theQFD process .I n t r o du c t i o nQual i ty Func t ion Dep loy men t (QFD ) was conce ived in Japan in the late 1960 ' s , and in t roducedto Am er ica and Europe in 1983 . Dur ing the pe r iod be tween the la te 1960 's and ea r ly 1980 's , thecon cep t o f QFD was evo lved f rom the be l ie f tha t To ta l Qua l i ty Con t ro l mus t inc lude no t on ly check ingof the con t ro l po in ts dur ing p roduc t ion , bu tan unders tand ing o f the requ i rements p r io r to the des ignphase . In the late 1960 's , Japanese comp an ies w ere b reak ing f rom thei r pos t Wor ld W ar I I mode o fimi ta t ion and copy ing to a m ore o r ig ina l mode o f p roduc t deve lopment 1, mak ing des ign qua l i ty animpo rtant considerat ion. The need to unde rstand the cr i t ical design issues pr ior to production wasacknow ledged and QC process char ts were w ide ly used to ensure tha t the des ign c r i te r ia were m etduring manufacturing, but there was no formal system to transla te the customer 's needs in to the in i t ia ldesign and subsequent process control points . Thus, an opport tmity was created for QF D to com e tof ru it ion as a m ethod to check the des ign i t se l f fo r adequacy in mee t ing cus tom er requ i rements and totransla te those requirements to production.

At th i s junc tu re , the qua l i ty char t a s c rea ted by the K obe Sh ipyards o f Mi tsub ish i H eavy Indus t ry(MH I) becam e known. The qua l i ty chart deve loped a t M HI show ed the re la tionsh ip be tween cus tom erneeds an d quali ty character is tics . Beca use the quali ty chart was f irs t created a t Kobe, i t is of ten s ta tedthat QF D originated there . Ho wev er, Aka o s ta tes that "I f irs t wrote abo ut quali ty deploym ent, how ever ,in an ar t ic le published in Apri l 1972, wh ich described both the term ino logy and the procedure. Thisa r tic le was a com pi la tion o f wha t I had taugh t and exper imen ted w i th a t va rious com pan ies over a s ixyear pe r iod beg inn ing in 1966 . The wr i t ing o f th is a r t ic le took p lace be fo re the MH I qua l i ty char t wasma de public in May o f 1978" 2. In 1983, Ak ao publishe d an ar t ic le on QFD in Quali ty Progress , themag az ine by the A mer ican Soc ie ty o f Qua l i ty Con t ro l , and began g iv ing lec tu res and seminars toAm er ican aud iences. I t was a t th i s t ime tha t QFD w as b rough t to the Am er ican au tomot ive indus t ry andthe QFD Ins t itu te was founded . S ince then , QFD has been ex tens ive ly u t i lized in ma ny d ive rseapplicat ions and industr ies . Exam ples of th is d ivers i ty include the use of QFD in developing edu cationproduc ts fo r N or them Aus t ra l ia bee f p roducers 3, des ign ing the an imat ron ics fo r the T r ice ratopsEncounter a t Universal Studios in Florida 4, exp lo r ing a new marke t fo r f le s hp ork sausage in sou themBraz i l 5, and im prov ing the R i tz -Car l ton ' s ho usekeep ing sys tem 6. There have a l so been num erous QFDpro jec ts in the au tomot ive indus t ry inc lud ing Vis teon ' s pow er t ra in con t ro l sys tems d iv is ion w ork onfue l sys tem com ponen ts 7 and Ford M otor C om pany 's p ro jec t on au tomot ive pa in t ing 8.

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B e n e f it s o f Q F DThe m ajor advan tage o f the QFD p rocess i s that i t encourages p roac t ive p roduc t deve lopmentinstead of reactive product developm ent (Figure 1) . Proactive product developm ent results in fewe r andearl ier design changes, decreased development t ime, fewer s tar t-up problems, lower s tar t-up costs , fewerfield problem s, and a mo re sat isf ied customer. A less obvious, though equally important , benefi t ofQFD is that i t faci l i ta tes organizational knowledge transfer and establishes a proprietary knowledgebase. The matrices that are generate d during a QFD project mak e the logic f low obvious and act topreserve technical and custom er knowledge . This affords others in the organization the opportunity toeas i ly access and use the accum ula ted knowledge .

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oumlr~ "-.14 mon thsy % Com ple te

T i m e

ProactiveC o mp a n y. . . . . . . . Reactive Company

ProductionStart

F i g u r e 1. Chan ge Com parison 1Q F D D e f i ne d

As w ell as having several a l ternative translat ions (Tab le 1), the phrase Q uali ty FunctionDep loym ent is a l i teral translat ion of the Japanese Kanji characters Hin Shitsu Ki No Ten Kai 9 .T a b l e 1. Alternate Translat ions

H i n S h i ts u K i N o T e n K a iQual i ty

Fea turesFunc t ion

Mechaniza t ionD e p lo y me n t

DiffusionAt t r ibu tes Deve lopmentQuali t ies Evolution

The t rue meaning of the phrase Q FD is cus tomer d r iven produc t (o r p rocess o r se rv ice)deve lopment . I t i s a sys tem for trans la ting cus tomer requ i rements in to appropr ia te com panyrequi rements a t each s tage , f rom research and produc t deve lopment , to eng ineer ing and m anufac tur ing ,to ma rketing/sales and dis tr ibution. QF D is a disciplined, systematic metho d that ensures the voice ofthe cus tomer i s heard th roughout the deve lopment , manufac tur ing , and produc t launch processes . Somesay that QFD is a way to "neutral ize the voice of the executives or engineers" . This rather sarcast ic turnof the phrase has i ts roots in the idea that custom er ' s needs are param ount a nd that what executiveman agem ent o r eng ineer ing th inks the cus tomer needs o r wants m ay no t be rea li ty . QFD forces acons iderat ion and pr io r i tiza t ion o f needs based on the cus tome r ' s ow n w ords , te rmino logy , and ac t ions.

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U n d e r s t a n d in g C u s t o m e r N e e d sTh e K a n o M o d e l 11 i s a u s e f u l t o o l in u n d e r s t a n d in g c u s t o m e r n e e d s ( F ig u r e 2 )1 2 .

/ t a t d ~ v e r y N #

t ~ ' s s a t / s ~F i g u r e 2 . K a n o M o d e l

Th e K a n o m o d e l c a t e g o r i z e s c u s t o m e r n e e d s in t o th r e e g r o u p s" b a s i c , p e r f o r m a n c e , a n de x c i t e m e n t . T h i s m o d e l m u s t b e a p p l i ed t o a s p e c if i c m a r k e t s e g m e n t ; f o r e x a m p l e , c u s t o m e re x p e c t a t io n s f o r a c o m m o d i t y m a s k in g p r o d u c t a r e s i g n i f i c a n t ly d i f f e r e n t f r o m t h o s e f o r a h ig ht e m p e r a t u r e a u t o m o t iv e m a s k in g p r o d u c t .

Ba s i c n e e d s a r e t h o s e t h a t g e t a c o m p a n y in th e m a r k e t; t h e y a r e n o t s p o k e n u n le s s v io la t e d . F o re x a m p le , a t a h o t e l , y o u d o n ' t a s k f o r a b e d , y o u e x p e c t i t t o b e th e r e . I f y o u s h o w u p a n d th e r e is n o

e d , t h e n y o u w o u ld s p e a k t h e n e e d ( a f t e r i t w a s v io la t e d ) . Ba s i c n e e d s , n o m a t t er h o w w e l l d o n e , c a n a tb e s t m a k e t h e c u s t o m e r n eu t r a l. C o n t in u in g w i t h o u r h o t e l e x a m p le , i f t h e r e a r e 3 b e d s in t h e h o t e l r o o ma n d y o u a r e t r a v e l in g a lo n e , t h a t d o e s n ' t m a k e y o u a n y h a p p ie r t h a n i f t h e r e w a s o n e b e d . I n t e r m s o f at a p e p ro d u c t , i f h ig h t e m p e r a t u r e p e r f o r m a n c e u p t o 3 0 0 F i s r eq u ir e d , a n d y o u g iv e t h e c u s t o m e r a

e s n o t in c r e a s e h i s s a t is f a c t io n . Ho w e v e r , i f t h e p r o d u c t d o e s n o t f u n c t io n a t 3 0 0 F ( a b a s i ce e d ) , t h en t h e a b s en c e o f s u c h n e e d w i l l b e n o ti c e d . S o u r c e s o f b a s i c n e e d s i n c l u d e c o m p l a i n t s,

in d u s t r y st a n d a r d s , w h a t y o u r c o m p e t i t o r s a r e d o in g , a n d y o u r o w n p r o d u c t e x p e r t i s e .P e r f o r m a n c e n e e d s a r e k n o w n a s th o s e t h at k e e p a c o m p a n y i n t h e m a r k e t. T h e y a r e s p o k e n b y

c u s t o m e r a n d c o n s i d e re d w h e n p u r c h a s i n g d e c i s i o n s a re m a d e . P e r f o r m a n c e n e e d s m a k e t h ec u s t o m e r h a p p y o r u n h a p p y , a n d t h e c u s t o m e r ' s h a p p in e s s i s p r o p o r t io n a l t o h o w w e l l t h e p e r f o r m a n c e

a r e m e t . F o r a p r es s u r e s e n s i t i v e p r o d u c t , i t i s a b a s i c e x p e c t a t io n t h a t i t w i l l s t i c k to a s u r f a c e2 9


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wi th p ressure . How ever , a per fo rmance need w ould be the am ount o f p ressure r equ i r ed ( i. e . t he l essrubdow n pressure the cus tome r has to app ly , the happ ie r he i s ). Other exam ples inc lude de l ivery ( thefas te r the be tt e r ), express ho te l checko u t ( the f ewer the s t eps , t he be tt e r ) and the num ber o f mach ines inthe f itness cen te r (the mo re the num ber and var i e ty , the be t te r ) . Per fo rm ance n eeds can be ga the red bymarke t r esearch , focus g roups , su rveys , c l in i c , i n te rv iews , and by con tex tua l inqu i ry ( ask ing qu es t ionswhi l e ob serv ing the p roduc t in use ) .

The l as t ca t egory o f needs per the Ka no m odel a r e those tha t a f fo rd the g rea tes t oppor tun i ty int e rms o f beco min g a ma rke t leader o r innova to r . These needs a r e kno wn as exc i t ement needs . L ikebas ic needs , exc i t ement needs a r e unspoken . Ho wev er , un l ike bas i c needs , wh ich a r e expec ted andknown , exc i t ement needs a r e beyond cu s tomer expec ta t ions . For th i s r eason , they a re genera l lyunkn ow n and d i f f icu l t t o uncover . Som e of the t echn iques used to unco ver these needs inc lude look ingu p s t r e am a n d d o w n s t r e a m i n a c u s t o m e r ' s p r o c e s s , e v a l u a ti n g h o w a p r o d u c t h a s e v o l v e d w i t h t im e ,look ing fo r unco nven t iona l uses o f the p roduc t , and invo lv ing peop le f rom ou t s ide the indus try .Exc i t ement needs a r e p leasan t su rpr i ses , l eap improvement s , "be l l s and whi s t l es" , and sources o fcus tom er de l igh t . As such , i f an exc i t ement need i s no t fu l fi l led , i t does no t impac t cus tom ersa t is f ac tion . I f an exc i t ement nee d i s fu lf i ll ed in any way , the re i s mo vem ent on the curve towardsincreased cus tomer sa t is f ac t ion . "Me too" com panies do no t address exc i t ement needs ; these needs a r ehand led by innova t ive com panies tha t a re look ing fo r the nex t genera t ion p rodu c t o r se rv ice .Exc i t em ent needs fo r t ape migh t inc lude a p ro tec t ive t ape tha t i s p r e -p r in ted thus ob v ia t ing the need fo rthe cus tom er to app ly a separa te iden t i f i ca t ion l abe l , o r a mask ing t ape tha t changes co lo r a f t e r be ingsub jec ted to a ce r ta in time/ t em pera tu re cyc le to ind ica te a pa in t has cured . Other exam ples o fexc i t ement needs inc lude the coo le r tha t is bu i l t i n to a r ec l iner so the cus tom er do esn ' t h ave to ge t upand go to the r e f r igera to r , a f as t food r es t auran t mix ing the c r eam and su gar in to a d r ive- th roughc u s t o m e r ' s m o r n i n g c o f fe e , a n d a w e d d i n g p h o t o g r a p h e r p o s ti n g a p h o t o p r o o f b o o k o n t h e i n te m e t f o rthe v iewing and o rder ing o f cop ies by ou t o f town f r i ends and r e la t ives . No ne o f these th ings a r eexpec ted and i f t hey were l ack ing , a cus tom er would no t compla in . How ever , t he p resence o f themcauses the cus tom er to s t and back a nd t ake no t ice .E v o l u t i o n o f N e e d s w i t h T i m e

An e x t r emely impo r tan t aspec t o f the Kano m odel i s t he idea tha t needs e vo lve over time . Ast im e m a r c h e s o n , e x c it e m e n t n e e d s b e c o m e p e r f o r m a n c e n e e d s a n d p e r fo r m a n c e n e e d s b e c o m e b a s i cneeds . The exc i t ing and innova t ive needs ge t cop ied by compet i to r s and becom e s t andard and expec ted .There a r e man y exam ples o f th is in the au to indus t ry where au tom at i c t r ansmiss ion , cup ho lder s , v i so r swi th c l ips , au tomat i c windows, and a i rbags were once cons idered exc i t ement needs and a r e nowexpec ted in a new v eh ic l e . Express c heckou t a t ho te l s , which us ed to be an exc i t ement need i s nowcons idered a per fo rmanc e ne ed and e l ec t ron ic t i cke t check in a t t he a i rpor t i s mo ving f rom anexc i t ement need to a per fo rmance need .V o i c e o f t he C u s t o m e r

QFD i s a too l tha t ensures the iden t i fi ed cus tomer need s a r e cons idered in a des ign e f for t . Thein i ti a l s tep in a QF D pro jec t i s t he ga ther ing and ana lyz ing o f the vo ice o f the cus tomer ; th is s t ep i s v i ta lin iden ti fy ing po ten ti a l oppor tun i t i es in te rms o f exc i t ement needs . The g a ther ing o f the vo ice o f thecus tom er can be done in many w ays , i nc lud ing in te rna l b r a ins to rming , r ev iew of com pla in t and war ran tylogs, i n t e rac t ion a t t r ade shows, focus g roups , t echno log y fo recas t ing , and cu s tomer v i s i ts . Goin gd i r ec t ly to the end-use cu s tom er a f fo rds the oppo r tun i ty fo r no t on ly an in t e rv iew regard ing need s an dwant s , bu t a l so the chance to watch a cus tomer use a p roduc t . Th i s method he lps the QFD team b ecom efocused on w hat the cus tom er i s ac tua l ly do ing wi th the p roduc t ver sus wh at the t eam th inks he i s do ing

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o r w h a t t h e c u s t o me r sa y s h e i s d o i n g . I t a l so r e q u i r es t h e d e s i g n t e a m t o t h in k i n t h e c u s t o me r ' s t e r msa n d la n g u a g e , n o t i n te c h n i c a l , e n g i n e e r i n g , o r i n d u s t r y t e r ms . T h i s i s a c h i e v e d b y a r e c o r d in g o f th en e e d s i n th e c u s t o me r ' s e x a c t w o r d s w i t h f o l l o w u p q u e s t i o n s a sk e d t o cl a r if y . H o w e v e r , a t r a n s la t io ni n t o t e c h n i c a l t e r ms d o e s n o t t a k e p l a c e u n t i l la t e r i n t h e Q F D p r o c e ss .Q F D M e t h o d o l og y

QFD ut i l i zes a ser ies o f matr ices , re ferred to as the House o f Qual i ty (HOQ), to transla te the vo iceo f t h e c u s t o me r t h r ou g h p r o d u c t d e s i g n a n d ma n u f a c tu r e . T h e r e a r e f o u r p h a se s o f th e p r o c e ss: P h a se1 - P r o d u c t P l a n n i n g , P h a se 2 - D e s i g n D e p l o y me n t , P h a se 3 - P r o c e ss P l a n n i n g a n d P h a se 4 - P r o d u c t i o nC o n t r o l. T h e H O Q p r o v i d e s a d i r e c t l i n k f r o m p h a se to p h a se . T h e f o u r k e y e l e me n t s o f e a c h H O Q a r ew h a t ( c u s to m e r n e e d s ) , h o w ( c o m p a n y m e a s u r e s ) , r el a ti o n sh i p ( b e t w e e n w h a t a n d h o w ) , a n d h o w m u c h( ta r ge t v a l u e ). T h e c o m p a n y m e a s u r e s ( h o w ) o f o n e p h a s e b e c o m e n e e d s ( w h a t s ) o f t h e n e x t p h as e .T a r g e t v a l u e s ( h o w mu c h ) a r e c a r d e d o v e r f r o m p h a se t o p h a se t o e n su r e t h e o b j e c t i v e v a l u e s a r e n o tl o st . T h e c a sc a d e p r o c e ss c o n t i n u e s u n t i l e a c h o b j e c t i v e i s r e f i n e d t o an a c t io n a b l e l e v e l . In o r d e r t ok e e p t h e p r o c e ss m a n a g e a b l e , t h e f i mn e l i n g o f c r it i c a l i t e ms t o t h e n e x t p h a se i s n e c e ssa r y .

In a d d i t io n t o t h e fo u r k e y e l e m e n t s m e n t i o n e d a b o v e , e x t e n s i o n s o f b a s ic Q F D a r e u se d a sr e q u i r ed f o r sp e c i f i c p r o j e c t s . T h e c o r r e l a t i on m a t r ix i s th e " r o o f ' o f th e h o u se a n d e s t a b l ish e s t h er e l a t io n sh i p b e t w e e n t h e h o w s . T h i s a l l o w s f o r c o n f l i c t i d e n t i fi c a t io n e a r l y i n t h e p r o c e ss . C o n f l i c ts c a nb e u se d to g e n e r a te e x c i t e m e n t q u a l i t i e s s in c e c o m p e t i t o r s ma y a l so h a v e t h e c o n f l ic t . A t a p e e x a m p l e i st h e n e e d f o r h i g h a d h e s io n t o b a c k in g a n d l o w h i g h s p e e d u n w i n d . C o m p e t i ti v e a s s e s s m e n t , w h i c hd e p i c t s e a c h i t e m ( e i t h e r t h e c u s t o m e r n e e d s o r c o m p a n y m e a su r e s ) i n te r ms o f th e c u r r en t p r o d u c t a n dt h e c o m p e t i t io n , i s a n o th e r e x t e n s i o n o f th e H O Q . F o r t h e c u s t o m e r n e e d s ( w h a t s ) , t h e c u s t o m e r ' sp e r c e p t i o n o f t h e c u rr e n t p r o d u c t v e r su s t h e c o m p e t i t i o n i s d e t e r m i n e d a n d a C u st o m e r C o m p e t i t i v eA s s e s s m e n t a d d e d to th e h o u s e . F o r t h e c o m p a n y m e a s u r e s ( h o w s ) , a n a n a ly s is o f c o m p e t i t iv e p r o d u c t st a k es p la c e a n d a T e c h n i c a l C o m p e t i t iv e A s s e s s m e n t a d d e d to t he h o u s e . T h e t ec h n i c a l a s s e s s m e n t c a nb e u se f u l i n e s t a b l i sh i n g v a l u e s f o r t h e t a r ge t v a lu e s .

A n o t h e r u se f u l e x t e n s i o n o f b a s i c Q F D i s th e a d d i t io n o f imp o r t a n c e r a ti n g s f or t h e c u s t o me rn e e d s . T h e r a t i n gs mu st t r u ly r e p r e se n t c u s t o m e r b e l i e f s r a t h er th a n i n te r n a l c o m p a n y b e l i e f s ; t h e r e f o re ,t h e y a r e b a se d o n a c u s t o me r a sse s sm e n t o r p r i o r it i za t io n . T h e i m p o r t a n c e r a t in g s f o r t h e c u s t o me rn e e d s a r e t h e n c or r e l a te d to i mp o r t a n c e r a t in g s f o r t h e c o mp a n y m e a su r e s . A d d i t i o n a l e x t e n s i o n si n c l u d e se r v i c e c o m p l a i n t s , o r g a n i z a t i o n a l d i f f i c u l ty , s e r v i c e r e p a i r s, s e r v i c e c o s t , a n d r e g u l a t or y a n dc o m p a n y r e q u ir e m e n t s. S e e F i g u r e 3 f or H O Q w i t h e x te n s i o n s .

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St ro n g Po s i t iv e Po s i t iv e ONeg a t iv e XSt ro n g Neg a t iv e #

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St ro n g M e d i u m 0W e a k

C u s t o m e rRa t in g s1 ( low)5 (h igh)

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En g in ee r in gC o m p e t i t i v eA s s e s s m e n t1 ( l o w )5 (h igh)

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Relative mnortanee,,

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Q F D f o r t h e D e v e l o p m e n t o f a H e a t A c t i v a t e d T a p e P r o d u c tI n te r ta p e P o ly m e r Gr o u p b e g a n u s in g QF D in la t e 1 9 9 7 . A t e a m c o n s i s t in g o f r ep r e s e n t a t iv e s

f r o m P u r c h as i n g, M a r k e t i n g , P r o c e s s E n g i n e e r in g , R e s e a r c h a n d D e v e l o p m e n t , a n d Q u a l i t y A s s u r a n c ew a s f o r m e d t o u s e Q F D t o d e v e lo p a h e a t a c t i v a t e d t a p e p r o d u c t . A n in t e r v i e w g u id e w i t h q u e s t i o n sd e s ig n e d t o e l i c i t p e r f o r m a n c e a n d e x c i t e m e n t n e e d s w a s d e v e lo p e d a n d v i s i t s t o s e v e r a l c u s t o m e r s i t e sa r r an g e d . Tw o m e m b e r s o f t h e QF D t e a m , a lo n g w i t h a n I P G s a l e s r e p r e s e n t a tiv e , p a r t i c ip a t e d in t h ec u s t o m e r in t e r v i e w s . Th e s u r v e y q u e s t io n s w e r e a s k e d o f s e v e r a l e m p lo y e e s a t e a c h f a c i l i ty a n d t h e ira n s w e r s r e c o r d e d v e r b a t im . Em p lo y e e s w e r e a l s o o b s e r v e d a s t h e y p r o c e s s e d t h e p r o d u c t t h r o u g h th e i ro p e ra t io n . T h o s e o b s e r v a ti o n s w e r e d o c u m e n t e d o n t he s u r v e y a s w e l l . A f t e r al l o f th e i n te r v i e w s w e r ec o n d u c t e d , t h e c u s t o m e r n e e d s , in t h e c u s t o m e r ' s o w n w o r d s , w e r e o r g a n iz e d a n d c o n s o l id a t e d b y t h eQF D t e a m v ia a n a f f in i ty d ia g r a m . Th i s p r o c e s s o f g r o u p in g s im i la r n e e d s t o g e t h e r h e lp e d in t e r m s o fo r g a n iz a t io n ; h o w e v e r , e v e n m o r e im p o r t a n t ly , i t g a v e t h e t e a m m e m b e r s w h o d id n o t p a r t i c ip a t e in t h ein t e r v i e w s a c h a n c e t o b e t t er u n d e rs t a n d t h e c u s t o m e r n e e d s .

Th e in i t i a l c u s t o m e r p a r t i c ip a n t s w e r e t h e n e n l i s t e d t o c o m p le t e a c u s t o m e r c o m p e t i t i v e s u r v e ya n d im p o r t a n c e r a n k in g o f t h e id e n t i f i e d n e e d s . A l l o f t h i s in f o r m a t io n w a s s u b s e q u e n t ly e n t e r e d o n th eH O Q c h a rt (F ig u r e 4 ) a lo n g w i t h o t h e r it e m s t h a t th e t e a m f e l t w e r e im p o r t a n t b u t h a d n o t b e e nm e n t io n e d b y t h e c u s t o m e r . Th e s e w e r e g r o u p e d t o g e t h e r u n d e r t h e "d e s ig n / t e c h " h e a d in g . Th e n e x ts t ep w a s t h e e s t a b l is h m e n t o f t h e c o m p a n y m e a s u r e s . T h e c o m p a n y m e a s u r e s w e r e o r g a n i z e d i n t og r o u p s a n d e n t e r e d in t o t h e HO Q. I n o u r p r o j e c t, t h e c u s t o m e r n e e d o f " o n c e a c t iv a te d , s t a y s ad h e r e d "w a s m e a s u r e d b y th e le a d p u ll f o r ce te s t . A t e c h n ic a l c o m p e t i t i v e b e n c h m a r k s t u d y w a s p e r f o r m e d o nc o m p e t i t i v e p r o d u c t s a n d t h a t d a t a a d d e d t o t h e c ha r t. A n y c o n f l i c t s b e t w e e n t h e c u s t o m e r c o m p e t i t i v es u r v e y a n d t h e e n g in e e r in g s u r v e y w e r e d i s c u s s e d a n d r e s o lv e d a t t h i s p o in t .

N e x t , t h e t e a m d e v e lo p e d t h e r e la t i o n s h ip m a t r ix b e t w e e n t h e c u s t o m e r n e e d s a n d t h e c h o s e nc o m p a n y m e a s u r e s. I n s o m e c a s e s , t h er e w a s a b l a n k ro w o r a b l a n k co l u m n . A b l a n k r o w m e a n t t h at ac u s t o m e r n e e d d id n o t h a v e a c o m p a n y m e a s u r e a s s o c i a t e d w i t h i t. I n t h o s e c a s e s , a c o m p a n y m e a s u r eo r n e w t e st w a s d e v e l o p e d . A b l a n k c o l u m n i n d i c a te d t ha t a c o m p a n y m e a s u r e w a s i n p la c e t h at d i d n o tr e la te to a c u s t o m e r n e e d . Th e s e t e s t s w e r e r e m o v e d f r o m t h e m a t r ix .

Th e t e a m th e n d e v e lo p e d t h e p r e l im in a r y ta r g e t s f o r t h e c o m p a n y m e a s u r e s . Th i s w a s d o n eb a s e d o n a n u n d e r s t a n d in g o f t h e c o m p e t i t i v e t e c h n ic a l a s s e s s m e n t r e s u l t s a s r e la te d to t h e c u s t o m e rc o m p e t i t i v e a s s e s s m e n t . I n o u r s p e c i f i c c a s e f o r e x a m p le , a t a r g e t f o r l e a d p u l l f o r c e w a s b a s e d o nC o m p e t i t o r 2 ' s t e s t r es u l t s s in c e t h e c u s t o m e r r a t ed C o m p e t i t o r 2 a s s u p e r io r f o r t h e n e e d "o n c ea c t iv a te d , r e m a in s p e r m a n e n t ly a d h e r e d " .

On c e t h e t a r g e t v a lu e s w e r e d e v e lo p e d , t h e c o r r e la t i o n m a t r ix ( r o o f ) w a s d e v e lo p e d t o d e t e r m in et h e r e la t io n s h ip o f th e c o m p a n y m e a s u r e s t o o n e a n o th e r. T h e t e a m e v a l u a t e d e a c h c o m p a n y m e a s u r e( h o w ) b y a s k in g " i f I o p t im iz e t h i s 'h o w ' , d o e s i t h e lp o r h u r t h i s 'h o w '" . F o r o u r p r o j e c t, i t w a sd e t e r m in e d t h at o p t im iz in g l e a d p u l l f o r c e h e lp e d "v i s u a l t e s t a f te r a c t iv a t io n " b u t h u r t "p r o b e t r a n s fe r a tX F ' '. Th e a n a ly s i s o f t h e r o o f l e a d s t o d i s c u s s io n s a b o u t h o w t o d e a l w i t h c o n f l i c t s . On e o p t io n i s t ot u rn s t r o n g n e g a t iv e r e la t i o n s h ip s in t o e i t h er s t r o n g p o s i t i v e s , p o s i t i v e s , n e u t r a ls , o r a t l e a s t n e g a t iv e s .Th e s e t ra n s f o r m a t io n s a re a c h ie v e d b y d e s ig n o r t e c h n o lo g y c h a n g e s . Ot h e r o p t io n s f o r d e a l in g w i t hr o o f c o n f l i c t a re t o c o m p r o m is e b y a d j u s t in g t a r g et v a lu e o r ig n o r e t h e m . I n o u r e x a m p le , a c o m p r o m is ew a s a c h ie v e d t h a t w a s a c c e p t a b le t o t h e c u s t o m e r .

T h e f i n a l st e p s in t he c o m p l e t i o n o f th e P h a s e 1 H O Q w e r e d e t e r m i n i n g t h e d eg r e e o fo r g a n iz a t io n a l d i f f ic u l t y , a n d e s t a b l i s h in g t h e a b s o lu t e a n d r e la t iv e im p o r t a n c e o f e a c h c o m p a n y

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measure . In our project , we foun d i t wo uld be diff icult to achieve the target of 0 set for "nu m ber o fsplices per rol l" , but re la t ively easy to achieve the target se t for lead pull force . Thus, the corresp ondingentr ies for organizat ional d iff iculty ref lect th is . The absolute im portance weigh ts were calculated bymul t ip ly ing the degree o f the impor tance o f a need to the cus tom er by a va lue ass igned to the s t reng th o fthe re la t ionship between the need and measu re . This is best i llus tra ted by an exam ple. Loo king at ourchart , l ead pu l l fo rce has a med ium re la tionsh ip (3 -po in t w e igh t ) to ~ us tomer need o f" ho l ds componen tswithou t br idgin g" wh ich has a 5-point we ight of imp ortance to the customer. 5 t imes 3 gives 15 points .Lead pu l l fo rce a lso has me d ium re lat ionsh ip (3 -po in t we igh t ) to "good con formabi l i ty a roundcom pone nts" with a 5-point importance for another 15 points . Lead pull force is s trongly re la ted (9po in ts) to "once ac t iva ted , remains adhered" w hich has a 5 po in t we igh t o f impor tance to the cus tomerfor another 45 points . F inal ly , lead pull force has a we ak (1-point) re la t ionship to "holds com ponents inplace without burs t throug h" whic h also has a h igh (5) custom er importance ranking . This results in anaddit ional 5 points for a grand to ta l Of 80 (15+15+ 45+ 5) for absolute importance. From the absoluteimportance, a re la t iv e impo rtance can be calculated.

The importance ranking, in conjunction with other cr i ter ia , is used to determine which companymeasures shou ld be dep loyed to Phase 2 . In add i t ion to h igh ly ranked i tems , some o f the o the r i tems toconsider for fur ther deployment include th ings that can be used as sales points , th ings that are new anddifferent, th ings that are diff icult to achieve (m eans that i t is a lso diff icult for the com peti t ion) , th ingsthat wil l improve competi t ive posi t ion, th ings re la ted to previous complaints , and in some cases , theteam's gut inst inct .

For our QFD pro jec t , Phase 2 and Phase 3 were com bined in to one as bo th mate ria l and p rocesscharacter is t ics d irect ly inf luence the end produ ct character is t ics . The choice to combine phases isproject or process d ependent . The f irs t s tep in our com bined P hase2/3 (Figure 5) was to enter the Phase1 "how s" (comp any m easures which w ere chosen based on fac to rs desc r ibed above) , the i r ta rge ts , andimpor tance rank ing f rom Phase 1 in to the second HOQ. These now becom e, ins tead o f cus tomerrequ i rements , des ign requ i rements . A t th i s po in t , the R and D team b egan the des ign work w i th thecus tomer needs and es tab l ished requ i rements fo remos t in the i r minds . The team use dD es ig n o fExper imen t to de te rmine the bes t combina t ion o f ing red ien ts and p rocess cond i t ions to ach ieve theob jec tives on the HOQ . Once the mate r ia l and p rocess pa ramete rs were op t imized , the "how" sec tionand the co r respond ing ta rge t va lues , and a mea sure o f manufac tu r ing d i f f icu l ty were com ple ted fo r thesecond house. The re la t ionship matr ix was com pleted in the same ma nne r as the f irs t house with thequest ion being "if I control th is process or ingredient parameter , how wil l i t impact or sa t isfy the designrequirem ent"? In our case , the control of several process an d ingredient character is t ics , such as coatingweight , res in type, and resin level , was found to s trong ly impac t the design cr i ter ia for lead pull force .The char t was ana lyzed fo r b lank rows o r b lank co lumns to mak e su re a ll o f the des ign requ i rements hada correspondin g ingredient/pro cess character is t ic and that a l l of the ingredient/process character is t icswere re la ted to a design requirement. The team also perform ed a real i ty check to confirm that theingredients and process character is t ics were measurable and control lable .

Phase 4 of QFD is produc tion planning. This is the s tep that t ransla tes the in i t ia l customerrequirements to the shop f loor , quali ty assurance, maintenance and other departmental work instruct ions.After the importanc e analysis o f the Phase2/3 chart is com plete , the selected ingredient/processcharacter is t ics , a long w ith their target values , are entered in to a fourth chart . The team th en determinesthe systems, procedures , ins truct ions, t ra ining, and control mechanisms that need to be put in place toensure that the specif ied ingredient/process character is t ics wil l be met. These are entered on the fourthchar t (F igure 6 ). Phase 4 dep loym ent wi l l va ry depend ing on spec i f ic com pany p rac t ices and sys tems;

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however , the goal of ensuring that the voice of the customer i s carr ied through to the operat ing personneli s t he same f or e ve r y c om pany . In our e xam ple , c oat ing w e ight , w h ic h r e la te d to l e ad pu l l f or ce , w ascarr ied to Phase 4 and spec i f ic produ ct ion requirements put in place . The appropriate process co ntrolinstruct ions for the on- l ine weight control monitor were establ i shed, the troubleshoot ing guide l inesupdated, and a calibrat ion schedule estab l i shed. I f a Q FD p roject i s done correct ly , each controlme c h an i sm put in p lac e in P ha se 4 w i l l be e as i l y t r ac e ab le bac k t o an or ig ina l c us t ome r r e qu ir e me ntfound in Phase 1 . In this case , a spec i f ic cal ibrat ion requirement can be traced back to the custom er'sspoke n ne e d ( "onc e ac t ivat ed , r e mains pe r ma ne nt ly adhe re d") w h ic h w as d i sc ove r e d dur ing in i ti a linterviews.S u m m a r yA t t a in ing h ighe r l e ve l s o f c us t om e r de l igh t , inc r e as ing t he spe e d and e f f i c ie nc y o f t he pr oductdeve lopm ent process , and increasing prof i ts are goa ls that al l of us s tr ive to achieve w hi le d eve lo pingnew produ cts or imp rovin g current products . Intertape Polym er Group has found Q FD to be a valua bletool to he lp quick ly understand and integrate custome rs' nee ds into our products . The process af fordsIP G t he ab i li t y to de v e lop mar k e t - w inn ing pr oduc ts by e nsur ing t hat a l l phase s o f pr oduc t de ve lopm e ntare integrated together to sat i s fy the vo ice o f the custom er .

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P r o j e c t # 9 8 0 0 1 1J u l y 2 4 , 1 9 ~ 8 ( F i n a l)D . D u p e sC . G r e wD . K o v a c hR . R a w l i n g s - Q u i n nP . R h u d eR . S t . C o e u r

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u n w i n d s , w i t h o u t j e r k i n g ~ ' , b l o c k i n g . . . .L e a v e s n o r e s i d u e / b u il d u p o n p l a s t ic g u i d e r o l l e rL e a v e s n o r e si d ue ~ b , u i l d u p a t t h e p u n c h iN o b u i l d u p a t t h e s p r o c k e t p i nO n l y p r e v e n t i v e m a i n t e n a n c e ( n o c l e a n i n g ) n e e d e d

. . . . N o r e s !d u e o n a n y m a c h i n e s u r f a c e sH o l d s c o m p o n e n t s i n p l a c e w i t h o u t b r i d g i n ! l

H o l d i n g H a s g o o d e o n f o r m a b i l ! l y a r o u n d t e m p o , , n e n ~P o w e r O n c e a c t iv a t e d , r e m a i n s p e r m a n e n t l y a d h e r e d _

H o l d s c o m p o n e n t = i n p l a ce w / ,0 b u r s t t h r o u g hS p l i c e s S p l i c e s a r e p e r f o r a t e d a s e a s i l y a e , , , t a p eN O ~ p l i c e s

M a x , r o l l d i s a l l o w = a l l r o l l s t o f i t o n a l l m a c h i n e sB l u e S i d e s I .s _ e as y to p e r f o r a t e ( p u n c h )T e m p e r a t u r e H a s l o w a c t i v a t i o n t e m p e r a t u r e "~A c t i v a t e s a t t e m p s , t h a t d o , n~ : d a m a g e o o m p o ~ t s :, , :! ,,

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3 7


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. ~ n o s e IV P r o d u c t i o n P l a n n i n gu a n u o r y 8 , 1 9 9 9O . D u p e sC . G r o w0. K o v o c hR . R o w l i n g s - O u i n nP . R h u d eR . S t . C o e u r

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t ~ a t e r i a f (i n g r e d i e n t s )P . r o c e s s C h o r a c t e r i s t i c s .

C o o t w t . a c r o s s w e bCoot t .R e s i n t y p e IR ~ in , ~ I, a d h e s i v e - A d h e s i v e i y p ei o o p ' a c k '

_ ,.P e e l t o s s. . . . . .S h e a rr y p ~ . . .

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F i g u r e 6 . P h a s e 4 Q F D C h a r tR e f e r e n c e s1 . Ak ao Yo j i , "QFD" Past , Present , and Future", International Sym pos ium on QF D '972 . Ib id3. Blak ely , Shon e, et a l. "A pplicat ion of QF D to D eve lop ing Ed ucat ion Products for Northern Au stral iaB e e f " 2 0 0 0 12 th S y m p o s iu m o n Q F D4 . Bo l t , Andrew and Mazur Glenn, "Jurass ic QFD " 1999 1 lth Sym pos ium on QFD5 . Orm enese , Franc i sco M, e t a l. "Explor ing a N ew Market for Sausage Us in g QFD " 1996 8 thS y m p o s iu m o n Q F D /2 nd Interna t iona l Sym pos ium on QFD6 . Kirk , J .N. and Ga lanty , A .F . , "The Ri tz -Car lton Housekeep ing Syst em : S erv ice QFD A ppl ica tion"

1994 6 th S y m p o s i u m o n Q F D7 . Vinarc ik , Edward JH. , "App l ica t ion o f Qua l i ty Funct iona l De ploym ent to Au tom ot ive Fue l Sys t emCom ponent s" 1998 10 h S y m p o s iu m o n Q F D8 . M i ll er , C ., "Us ing QFD to Im prove the Process o f Autom ot ive Pa int ing" 1994 6 th S y m p o s i u m o nQ F D9. Am erican Sup plier Inst itute Inc, Dearborn, Mich igan "Q uali ty Fun ct ion De ploym ent for Products"Vers ion 5 .5 1997 .

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10. Kan o Noriaki , et a l . "Attractive Qual i ty and M ust-B e Qu al ity" [Translated by Glenn M azur] .Hinsh itsu 14 , no . 2 (February)" 39-48

11. American Supplier Inst i tute Inc, Dearborn, Michigan "Quali ty Funct ion Deployment for Products"Vers ion 5 .5 1997 .

A c k n o w l e d g e m e n t sThe author wishes to acknow ledge the Inter tape Po lym er Group QF D team parti cipant s" DanDup es , C hr i s Graw, Da v id K ovach, P aul Rhude and Richard St . Coeur .

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