Quality function deployment (qfd)
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QUALITY FUNCTION
DEPLOYMENT (QFD)
Murali Raj K UNOM-DOMS
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INTRODUCTION
• Quality - Meeting Customer Requirements
• Function - What Must Be Done ?
• Deployment - Who Will Do It? , When ?
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DEFINITION
QFD may be defined as “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”.
“Customer Driven Product / Process Development”
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TIMELINE OF QFD•1966-Development of QFD by DR. YOJI AKAO.
•1972-First application of QFD by Mitsubishi, Heavy Industries Ltd, Japan.
•1976-QFD implementation in production of mini vans by Toyota, Japan.
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CUSTOMER REQUIREMENTS• In order to understand the area of customer requirements we must understand three distinct factors:
• The Customer Chain
• Obtaining Customer Requirements
• Organising of Customer Requirements
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THE CUSTOMER CHAIN•A supply chain is a system of organizations, people, activities, information, and resources involved in moving a product or service from supplier to customer. Customer chain is the sequence of customers.
• Example,Manufacturer’s Product -Breakfast Cereal Customers-Supermarket - Parent who buys - Child who eats
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OBTAINING CUSTOMER REQUIREMENTS
• The various sources of obtaining the customer requirements are:
•Customer Survey.
•Focus Groups.
•Direct discussions or Interviews.
•Market Survey.
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ORGANISING CUSTOMER REQUIREMENTS
• The customer research techniques may not highlight all the customer needs but the common needs of the customers.
• To simplify the sampling the raw customer data is organised into groups of associated data.
• The process of organising the data allows the QFD team to reach a common understanding of customer needs.
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CUSTOMER SATISFACTION MODEL
ExcitementNeeds
PerformanceNeeds
BasicNeeds
SatisfiedCustomer
DissatisfiedCustomer
Don’t HaveDon’t Do
IncludedDo Well
ExcitementNeeds
PerformanceNeeds
BasicNeeds
SatisfiedCustomer
DissatisfiedCustomer
Don’t HaveDon’t Do
IncludedDo Well
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ORGANISING CUSTOMER REQUIREMENTS• In organising the customer requirements there are three categories into which they can be put. These are:
• Primary: Category of the product.
• Secondary: General specifications.
• Tertiary : Detailed specifications.
Eg: Mobile Phone
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Technical Descriptors(Voice of the organization)
Prioritized TechnicalDescriptors
Interrelationshipbetween
Technical Descriptors
Cus
tom
er
Req
uire
men
ts(V
oice
of t
he
Cus
tom
er)
Prio
ritiz
ed
Cus
tom
erR
equi
rem
ents
Relationship betweenRequirements and
Descriptors
HOUSE OF QUALITY It is the primary planning
tool used in QFD .
It converts voice of customer into product design
It is also called as Quality tables.
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QFD BENEFITS
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Proactive Company
Reactive Company
Time - 14 Months90% Complete
Production Start
FEWER AND EARLIER CHANGES
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LESS TIME IN DEVELOPMENT
PRODUCT DEVELOPMENT CYCLE TIME REDUCTION
1/3 TO 1/2
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FEWER START-UP PROBLEMS
-5 -4 -3 -2 -1 0 1 2 3 4 5 6
Before QFD
After QFD
Production Start
Months
TOYOTA PRODUCTION START UP PROBLEMS
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LOWER START-UP COSTS TOYOTA PRODUCTION START-UP COSTS
JAN 1977INDEX = 100
OCT 1997INDEX = 80
NOV 1982INDEX =62
APRIL 1984INDEX = 39
LOSSPREPARATION(TRAINING)
Production Start
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TOYOTA EUROPEANRUST WARRANTY
FEWER FIELD PROBLEMS
BeforeQFD
AfterQFD
4 xProfit
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SATISFIED CUSTOMERS
Focus onCustomer
Satisfaction
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TANGIBLE BENEFITS• Elimination of late engineering changes.
• Early identification of high risk areas.
• Up-front determination of product process requirements.
• Significant reduction in development time upto 50%.
• Efficient allocation of resources.
• Significant reduction in operation costs.
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INTANGIBLE BENEFITS• Improves customer satisfaction.
• Facilitates multidisciplinary teamwork.
• Establishes and maintains documentation.
• Strengthens relationship between company and the customers.
• Provides basis for improving planning.