04QFD-Finals

QualityFunctionDeployment 1 ModuleObjectives Bytheendofthismodule theparticipantwillbeableto Translateclientneeds wantstoCTS stofunctionalrequirementsPerformthestepsincompletingaQFDCreatetheQFDhouseofquality 1PrioritizeCTS susingQFDhouse 1RelateKanoanalysisandbenchmarkingtopartsofthehouseInterprettheresultsoftheQFDhouse 1UseDecisionCapturesoftwaretocompleteQFDhouse 1Discussthelinkageofhouses 2 3 and 4 2 WhatisQualityFunctionDeployment QFD QFDisasystematicmethodologythatalignsclientneeds VoiceoftheClient withthedesignprocess whichisexecutedbyamultifunctionaldesignteamwithaspecificpurpose 3 WhyLearnQFD MethodologyforincludingtheVoiceoftheClientinprocessandproductdesignDecreasedesigncycletimeDecreasecostsMaximizeprofits 4 ResourceAllocation ImplementingQFDrequiressubstantialup frontinvestmentTraditionalmethodallocatesminimalresourcesinbeginningandpeaksaftermajordeficienciesidentified 5 Efficiency QFDdesignrequiresfewerchangesatlaunchTraditionaldevelopmentmethodrequiresresourcestobesetasideatlaunchforstartupproblems 6 HistoryofQFD 1966 QFDconceptwasintroducedandformalizedinJapanbyYojiAkao1972 TheusefulnessandstrengthofthemethodologyhadrealizedandutilizedatKobeshipyards1978 Dr ShigeruMizunoandDr YojiAkaopublishfirstQFDbookinJapanese DeploymentoftheQualityFunction 1980 KayabawinsDemingprizeforutilizingQFDmethodology1983 Dr AkaointroducesQFDmethodologytoU S 1986 LarrySullivanlaunchesQFDatFord 7 StepsInCapturingTheVoiceOfTheClient VOC IdentifyclientsGather collectclients needsInterviewFocusgroupSurveyResearchethicsKanoanalysisGroup categorizeclientneeds AffinityDiagrams TranslateintoCTS s QualityFunctionDeployment TranslatingClientNeedstoCTS CTSDefinitionAndElements CTSsarethetranslationofclientneedsintoquantifiedrequirementsforourproduct serviceCTSsarecriticalrequirementsplacedontheproduct service 9 HouseofQualityRooms 10 HouseofQualityRoom 1 Clientneeds wantsImportanceofeachneed want 7 3 5 4 1 6 2 8 IMPORTANCE DIRECTIONOFIMPROVEMENT CALCULATEDIMPORTANCE COMPETITIVECOMPARISON CLIENTRATINGS CONFLICTS CLIENTNEEDS What s CORRELATIONS COMPETITIVE TECHNICAL BENCHMARKS TARGETS LIMITS CHARACTERISTICS MEASURES How s 11 HouseofQualityRoom 2 BenchmarkinginformationfromclientComparisonbetweenyouandyourcompetition 7 3 5 4 1 6 2 8 IMPORTANCE DIRECTIONOFIMPROVEMENT CALCULATEDIMPORTANCE COMPETITIVECOMPARISON CLIENTRATINGS CONFLICTS CLIENTNEEDS What s CORRELATIONS COMPETITIVE TECHNICAL BENCHMARKS TARGETS LIMITS CHARACTERISTICS MEASURES How s 12 HouseofQualityRoom 3 Serviceorproductcharacteristics CTS MeasurableHowtomeasureclientneedsDirectionofimprovement 13 HouseofQualityRoom 4 Association correlationofneeds wantsandcharacteristics rooms1and3 14 HouseofQualityRoom 5 CrossmultiplyimportanceandcorrelationscoresandsumcolumnsResultsinweightingofcharacteristics measures 7 3 5 4 1 6 2 8 IMPORTANCE DIRECTIONOFIMPROVEMENT CALCULATEDIMPORTANCE COMPETITIVECOMPARISON CLIENTRATINGS CONFLICTS CLIENTNEEDS What s CORRELATIONS COMPETITIVE TECHNICAL BENCHMARKS TARGETS LIMITS CHARACTERISTICS MEASURES How s 15 HouseofQualityRoom 6 BenchmarkinginformationfromtechnicalexpertsComparisonbetweenyouandyourcompetitionHowwemeetthecharacteristics CTS s 7 3 5 4 1 6 2 8 IMPORTANCE DIRECTIONOFIMPROVEMENT CALCULATEDIMPORTANCE COMPETITIVECOMPARISON CLIENTRATINGS CONFLICTS CLIENTNEEDS What s CORRELATIONS COMPETITIVE TECHNICAL BENCHMARKS TARGETS LIMITS CHARACTERISTICS MEASURES How s 16 HouseofQualityRoom 7 RequiredspecificationsandtolerancesforcharacteristicsMeetand orexceedclientneeds wants 7 3 5 4 1 6 2 8 IMPORTANCE DIRECTIONOFIMPROVEMENT CALCULATEDIMPORTANCE COMPETITIVECOMPARISON CLIENTRATINGS CONFLICTS CLIENTNEEDS What s CORRELATIONS COMPETITIVE TECHNICAL BENCHMARKS TARGETS LIMITS CHARACTERISTICS MEASURES How s 17 HouseofQualityRoom 8 Conflictsandsynergiesbetweencharacteristics CTS s 7 3 5 4 1 6 2 8 IMPORTANCE DIRECTIONOFIMPROVEMENT CALCULATEDIMPORTANCE COMPETITIVECOMPARISON CLIENTRATINGS CONFLICTS CLIENTNEEDS What s CORRELATIONS COMPETITIVE TECHNICAL BENCHMARKS TARGETS LIMITS CHARACTERISTICS MEASURES How s 18 HouseofQualityRooms 19 QFDDevelopmentSteps Identifyclients clientsegmentsDevelopandlistclientneeds wantsGroupneeds wantsNoteimportanceofindividualneeds wantsCollectbenchmarkinginformationfromclient competitivecomparison Defineserviceorproductcharacteristics CTS s notedirectionofimprovement HouseofQualityRoom 1HouseofQualityRoom 1HouseofQualityRoom 1HouseofQualityRoom 1HouseofQualityRoom 2HouseofQualityRoom 3 20 QFDDevelopmentSteps Correlateneeds wantstoCTS s characteristics measures CalculateimportanceforCTS sCompetitive technical benchmarkingDeterminetargets limits specifications IdentifyconflictsandsynergiesTranslate flow informationtosubsequent Houses HouseofQualityRoom 4HouseofQualityRoom 5HouseofQualityRoom 6HouseofQualityRoom 7HouseofQualityRoom 8 21 QFDTerminology ClientNeeds whatclientwantsCTS s Criticaltosatisfaction thewayclientmeasuressatisfactionortranslationoftheirneedstosomethingmeasurableFunctionalRequirements translationofCTS stointernalmeasuresoffunctionandperformanceDesignRequirements parametersthatensurefunctionalrequirementsaremetCriticaltoProcessVariables criticalinputsforensuringdesignrequirementsaremet 22 HouseOfQuality 1 HouseOfQuality 2 HouseOfQuality 3 CTS s HOW s FunctionalRequirements HOW s DesignRequirements HOW s ClientNeeds WHATS CTS s WHAT s FunctionalRequirementsWHAT s ServiceRequirements ServiceProcesses ProcessControls ServiceRequirements ServiceProcesses ClientExpectations HousetoHouseFlow Services 23 HousetoHouseFlow Product 24 SourcesofClientNeeds Interviews Surveys FocusGroups KanoAnalysis AffinityDiagram 25 ClientNeedsforAutoLoanProcess Scale 1to5 FirstLevelNeed SecondaryLevelNeed ThirdLevelNeed Importance GoodService ProfessionalAndKnowledgeableStaff 4 0 Treatsmewellthroughoutprocess 5 0 StaffWillingToAnswerQuestions 4 0 Familiarwithmarket competition DevelopfromAffinityDiagram Familiarwithloanprocess 5 0 Empathy mysituation 2 0 ImportanceofIndividualClientNeeds Room 1 26 CompleteRoom 1 ClientNeedsforAutoLoanProcess FirstLevelNeed SecondaryLevelNeed ThirdLevelNeed Importance GoodService ProfessionalAndKnowledgeableStaff 4 0 Treatsmewellthroughoutprocess 5 0 StaffWillingToAnswerQuestions 4 0 Familiarwithmarket competition Familiarwithloanprocess 5 0 Empathy mysituation 2 0 27 FirstLevelNeed SecondLevelNeed ThirdLevelNeed GoodService ProfessionalAndKnowledgeableStaff Treatsmewellthroughoutprocess StaffWillingToAnswerQuestions Familiarwithmarket competition ClientRating12345 OurCompany Competitor 1 Competitor 2 CompetitiveComparison ClientNeedsforAutoLoanProcess CompetitiveComparison HOQRoom 2 28 CompleteRoom 2 29 ClassExercise TranslationofNeeds WantstoRoom 3Characteristics 30 TranslationtoRoom 3 Nowlet sapplythetranslationofneedstomeasurableCTS stotheautoloanexampleNotedirectionofimprovement 31 CompleteRoom 4 Notecorrelationsbetweenneeds wantsandCTS sUse1 3 9scaleindicatingweak moderate orstrongrelationship 32 CompleteRoom 5 ImportanceofIndividualCTSChacteristics CalculatetheimportanceofindividualCTS sResultsinaprioritizationofCTS sasrelatedtoclientneeds wants 33 Competitive Technical Benchmarking HOQRoom 6 Benchmarking ASearchForBestPracticesthatLeadsToBestinClassPerformancePerformanceBenchmarking ToAssistinAssessingCompetitivePositionofBusinessProcessBenchmarking ToFocusOn Best WorkProcessesAndOperatingSystems 34 BenchmarkingTips TheProcessEmphasizesLearning NotFindingFault FocusExternally NotInternallyImprovePerformance Don tDwellonPastFailuresProcessShouldComplementOtherImprovementEffortsLearn Don tBlameUncoverBestPractices NotCulpritsIfallelsefails seeexpert 35 BenchmarkingTips KeepinMind BenchmarkingIsNot PurelyQuantitativeAnalysisReviewOfOurOperationsIndustrialTourismComparingTo Similar OrganizationsAStand AloneExercise 36 CompleteRoom 6 UtilizetechnicalexpertsCompletetechnicalbenchmarking 37 Fundsdispersedwhenneeded AutoLoanDisbursementTime Timecliententersbanktoreceiptoffunds hours 3 4DPMO ClientNeed CTS Product ServiceCharacteristic Measure Specification ToleranceLimit s AllowableDefectRate Target NominalValue 24Hours 48Hours DevelopmentSpecificationsandTargets Room 7 Disbursementtime 38 ClassExercise DevelopmentSpecificationsandTargets Room 7 ClientNeed CTSCharacteristic Measure 39 CompleteRoom 7 DeveloptargetsandlimitsSpecificationsresultfromtechnicalbenchmarkingWhoisbestinclassLevelstomeetand orexceedexpectations 40 ConflictsandSynergies HOQRoom 8 HouseofQualityRoom 8 roofof thehouse Roofshowsrelationship s betweenCTS sPositive negative ornocorrelationUse orablankcellIdentifiesfunctions areas ororganizationswhichmustcommunicatewithoneanotherExamples Conflict callsperhourandamt timespentwitheachprospectSynergy errorsperprospectand timesprospectcalledforadd linfo 41 CompleteRoom 8 Identificationofconflictsandsynergies 42 InterpretationofHouse 1 HavemeasurableCTS saddressedallclientneedsofhighimportance rooms 1and 3 DoallCTS shaveatleastonecorrelationwithaclientneed Emptycolumnsinroom 4 Productorprocessshouldatleastaddresshighestweightedcolumnimportancescores room 5 Haveyouaddressedconflictsandsynergies room 8 roof Forstrongconflicts synergies changestooneCTS room 3 couldeffectotherCTS s 43 DecisionCaptureSoftware 44 DecisionCaptureSoftware 45 DecisionCaptureSoftware 46 DecisionCaptureSoftware 47 DecisionCaptureSoftware 48 DecisionCaptureSoftware 49 QFDCaseStudy Yourdesignteamhasbeenassignedthetask designanewpen and makesureyougivetheclientwhathe shewants Youarefortunate yourcompanyhasretainedtheservicesofamarketresearchfirmwhohasnotonlyidentifiedtheclientneeds wants butalsocollectedinformationonhowimportanttheneedsaretoyourmarket Thereisalsobenchmarkingdataavailable Thisinformationincludesperceptionsofyouandyourcompetitionastheclient sseeit aswellas benchmarkingthatyourtechnicalexpertshaveassistedwith Informationisavailableinfile newpen xlsUsetheinformationinthedatafileandmanuallycompleteHouseofQuality 1usingtheQFDwallcharts NowusetheDecisionCapturesoftwaretocompletetheQFDexerciseelectronically 50 ExerciseDebrief Les