Quality function deployment (qfd)

Quality function deployment (qfd) without process

1. QUALITY FUNCTION DEPLOYMENT (QFD) Murali Raj K UNOM-DOMS

2. INTRODUCTION Quality - Meeting Customer Requirements Function - What Must Be Done ? Deployment - Who Will Do It? , When ?

3. 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 ”

4. 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.

5. 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

6. 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

7. Obtaining customer Requirements The various sources of obtaining the customer requirements are: Customer Survey. Focus Groups. Direct discussions or Interviews. Market Survey.

8. 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.

9. CUSTOMER satisfaction model

10. 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

11. Technical Descriptors (Voice of the organization) Prioritized Technical Descriptors Interrelationship between Technical Descriptors Customer Requirements (Voice of the Customer) Prioritized Customer Requirements Relationship between Requirements 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.

12. Qfd benefits

13. Proactive Company Reactive Company Time - 14 Months 90% Complete Production Start FEWER AND EARLIER CHANGES

14. LESS TIME IN DEVELOPMENT PRODUCT DEVELOPMENT CYCLE TIME REDUCTION 1/3 TO 1/2

15. Fewer Start-Up Problems Before QFD After QFD Production Start Months TOYOTA PRODUCTION START UP PROBLEMS

16. LOWER START-UP COSTS Toyota Production Start-Up Costs JAN 1977 INDEX = 100 OCT 1997 INDEX = 80 NOV 1982 INDEX =62 APRIL 1984 INDEX = 39 LOSS PREPARATION (TRAINING) Production Start

17. Toyota European Rust Warranty FEWER FIELD PROBLEMS Before QFD After QFD 4 x Profit

18. Satisfied Customers Focus on Customer Satisfaction

19. 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.

20. inTangible benefits Improves customer satisfaction. Facilitates multidisciplinary teamwork. Establishes and maintains documentation. Strengthens relationship between company and the customers. Provides basis for improving planning.