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1. Quality Function Deployment Sep. 2023 VLFM-2023, L-1 1 Dr. Amandeep Singh Imagineering Laboratory Indian Institute of Technology, Kanpur

2. Contents Describing Voice of the Customer Quality Function Deployment (QFD) House of Quality Product Design Specifications Sep. 2023 VLFM-2023, L-1 2

3. Voice of the Customer The focal conviction of the item improvement process is that items ought to reflect the customers’ needs and tastes. A standout amongst the most critical parts of the product development cycle, at this point, is to comprehend and gain from the customer. The reasons that customers will purchase are: the products perform well, have highlights that they look for, are solid, tough, sheltered, simple to utilize, agreeable to utilize, tastefully satisfying, and well-known to them. Sep. 2023 VLFM-2023, L-1 3

4. Four levels of customer requirements:- Expecters Spokens Unspokens Exciters Voice of the Customer Sep. 2023 VLFM-2023, L-1 4

5. Four levels of customer requirements:- 1) Expecters : These are the fundamental qualities one must offer to be focused and to stay in business. These are qualities that customers accept are a piece of the item or administration; that is, they expect them as standard qualities. Expecters are traits that are every now and again simple to quantify and, in this manner, are utilized as a part of benchmarking. 2) Spokens :- These are particular entities customers say they need in an item. They are things an organization must will to give as they speak to the parts of the item that characterize it for a customer. Voice of the Customer Sep. 2023 VLFM-2023, L-1 5

6. 3) Unspokens :- These are item attributes that customers don't discuss, however they are vital and can't be overlooked. It is the Product Development group's business to find what they are. Product Development group should make utilization of market studies, customer meetings, and conceptualizing. Unspokens are overlooked reactions that for the most part can be categorized as one of three : Didn't make sure to let you know. Would not like to let you know. Didn't realize what it was. Voice of the Customer Sep. 2023 VLFM-2023, L-1 6

7. 4) Exciters : These are sudden attributes of an item that make it one of a kind and recognize it from the opposition. An exciter is additionally alluded to as a delighter, in light of the fact that it characterizes item properties that are lovely shocks to the customers. In the event that they are absent, at that point the customers won't be disappointed, since they will be ignorant of what is absent. Voice of the Customer Sep. 2023 VLFM-2023, L-1 7

8. http://www.barbellbusiness.com/wp-content/uploads/2015/10/kano-model.png Voice of the Customer Sep. 2023 VLFM-2023, L-1 8

9. There are a few strategies that can be utilized to acquire customer (the end user) inclinations about products. Which strategy is utilized relies upon the sum and sort of data required, its accessibility, and the time and cost designated to gather the information. The sources fall into two broad categories: existing information and new information. Voice of the Customer Recording the Voice of the Customer Sep. 2023 VLFM-2023, L-1 9

10. Existing information can be obtained by: company sales records, including repair and replacement parts; complaints, both written and verbal; warranty data; publications from the government, trade journals, and the consumer; the company’s designers, engineers, and managers; and benchmarked products. Voice of the Customer Recording the Voice of the Customer Sep. 2023 VLFM-2023, L-1 10

11. New information can be obtained from: Surveys, including mail, telephone, comment cards, and at the point of purchase; Interviews, both face-to-face and telephone; Focus groups; Observation, using clinics and displays; Field contacts, using sales meetings, service calls, and trade shows; and Direct visits with the users. Voice of the Customer Recording the Voice of the Customer Sep. 2023 VLFM-2023, L-1 11

12. Analyzing the Voice of the Customer In the wake of having recorded the voice of the customer, the Product Development group takes their reactions, at times called verbatims, and thinks of them on singular cards. These reactions are then "scrubbed”, which is the procedure of altering the verbatims, dispensing with those verbatims from different interviewees that mean a similar thing, and composing more cards for those verbatims that express more than one thought. These cards are then arranged into bunches that appear to be changed depictions of an all the more extensively communicated quality. It is conceivable that a couple of the verbatims may in reality express this more elevated amount depiction. Voice of the Customer Sep. 2023 VLFM-2023, L-1 12

13. These verbatims have to be ranked in their order of importance. There are several ways to do this. Passive way count the number of times the equivalent attribute is mentioned by the interviewees. Those that are mentioned the most often are assumed to be the most important. Active way take those attributes that have been ranked the most important in the manner just described, and ask another group of interviewees to rank their importance. each ranking is assigned a number from either 1 to 10 or from 1 to 5, the higher values being the most important. Voice of the Customer Analyzing the Voice of the Customer Sep. 2023 VLFM-2023, L-1 13

14. Quality Function Deployment (QFD) Quality function deployment (QFD) is a formalized strategy for coordinating the communicated needs of the customer to the attributes and functions of the item. It is an intense technique that makes a difference to characterize the item as far as the customer’s prerequisites. QFD records the relative significance to the customer of the customer requirements. Sep. 2023 VLFM-2023, L-1 14

15. Converting the perceived needs of the customer to yield a competitive advantage: QFD utilizes designing attributes to portray each of the item's useful necessities. The building qualities are connected to the customers' prerequisites. The item’s engineering characteristics are additionally benchmarked to distinguish those qualities that must be coordinated or surpassed. It is stressed that the engineering characteristics are a characteristic of the functional requirement and not the customer requirement. Quality Function Deployment (QFD) Sep. 2023 VLFM-2023, L-1 15

16. QFD and the House of Quality The house of quality is a multidimensional technique that demonstrates the relationship of the customer necessities to the designing qualities of the item. It epitomizes the different parts of the customers' necessities for the item and their sentiment of the contenders' items. It translates and provide judgment of the relationship of every engineering characteristic to every customer requirement. Sep. 2023 VLFM-2023, L-1 16

17. https://qph.ec.quoracdn.net/main-qimg-becdb70f0cf4cd25a6feb87769778894 QFD and the House of Quality Sep. 2023 VLFM-2023, L-1 17

18. QFD and the House of Quality The regions of the house of quality are: Objective: Express the goal of the item List of characteristics: Get a rundown of qualities of the item as characterized by the customers. Whenever possible, the customer requirements ought to be gathered at their largest. These customer requirements are additionally used to assess the applicant ideas produced to fulfill each functional requirement. Sep. 2023 VLFM-2023, L-1 18

19. Importance ratings: Customer importance ratings are the weighted numbers acquired. They are doled out to the item's attributes demonstrating their relative significance as showed by the customers. The quantities required to achieve the product’s characteristics: These are the building qualities communicated and are quantified as far as possible. Although it isn't standard to do as such, it is proposed that the designing attributes be assembled by their functional attributes. Correlation matrix: A correlation matrix demonstrates the level of communication among the item's building qualities. It gives some thought of the level of grouping that will exist when endeavouring to fulfill the designing qualities. It also demonstrates the level of grouping as often as possible realized by the physical laws representing the item's designing attributes. QFD and the House of Quality Sep. 2023 VLFM-2023, L-1 19

20. Target values: Target values for each of an item's building qualities are often decided from benchmarking information. This helps to from a free evaluation of how firmly the qualities affect the item's execution traits and highlights. Relationship matrix: A relationship matrix is an efficient means for recognizing the levels of impact and impact between each designing trademark and the customer’s necessities. This nonlinear values helps in the identification of those quantities having the highest absolute importance. QFD and the House of Quality Sep. 2023 VLFM-2023, L-1 20

21. Customer competitive assessment: It is an outline of the main a few competitive items' qualities in correlation with the item being created. On the off chance that the organization does not have a current item, at that point it demonstrates how the present items are seen by the purchasers. This appraisal is inconsequential to the customer significance rating, to the qualities that are doled out to the relationship framework, and to the objective esteems. Technical competitive assessments: Technical competitive assessments think about the competitors' particulars for each of the item's designing qualities to those for the proposed specification. Each of these determinations should meet or surpass each of the contenders' qualities. QFD and the House of Quality Sep. 2023 VLFM-2023, L-1 21

22. Absolute importance: Absolute importance is the aggregate of the product of the numerical value of each element in a column of the relationship matrix with its corresponding customer importance rating This is the preliminary step in obtaining the final results. Relative importance: Relative importance is the assurance of the level of the add up to numerical score for each engineering characteristics. High value elements here are the characteristics that are to be worked on. These high value or high ranking elements directly related to the customer requirements. The recourses, time and money should be allocated to these high leverage elements. QFD and the House of Quality Sep. 2023 VLFM-2023, L-1 22

23. QFD and the House of Quality http://stcsn.ieee.net/_/rsrc/1489997749277/e-letter/stcsn-e-letter-vol-2-no-3/turning-user-requirements-into-technical-features-with-the-house-of-quality/hoq_scheme.png?height=279&width=400 Sep. 2023 VLFM-2023, L-1 23

24. Product Design Specification Amid the way toward finishing the house of quality, the Product Development group ought to likewise be creating data that will shape the product design specification (PDS). The PDS contains every one of the certainties identifying with the item's result. It is a list of functions what the item needs to do and is the central control system and fundamental reference hotspot for the whole item improvement movement. The product definition should state the following: The product title. What purpose or function the product is to perform. Against what types of product it will be competing and who makes them. What market it will serve. Why there is a need. The anticipated demand and target price. Product identity. Relationship to the company’s current product lines. Sep. 2023 VLFM-2023, L-1 24

25. Adapted from Magrab (2010) Product Design Specification Sep. 2023 VLFM-2023, L-1 25

26. https://vgpblog.files.wordpress.com/2015/05/house-of-quality-and-qfd-4-phases-value-generation-partners.png Four phases of QFD/HOQ Sep. 2023 VLFM-2023, L-1 26

27. Quality Characteristics (a.k.a. "Functional Requirements" or "Hows") Demanded Quality (a.k.a. "Customer Requirements" or "Whats") 5.0 Good Texture 10.0 Generous Portions 1 2 3 4 5 1 9 6.7 5 2 3 5 2 9 13.3 4 3 4 4 1 3 9 33.3 25.0 Tastes Good 5 4 3 4 2 4 9 26.7 20.0 Low Price 1 1 2 5 5 9 20.0 15.0 Appetizing Appearance 5 2 4 3 2 The quality characterisitic "Weight" in column #4 may not be a valuable requirement. Its "Max Relationship Value in Column” is only a 1 K eb l er . 3 " 7 (100 + S amp le S iz e ) http://www.QFDOnline.com Mr s. Fi e l ds G irl S c ou t s St arbu c k ' s Ci nnabon $1 5 p si Competitive Analysis (0=Worst, 5=Best) . 1 M P a . 2 M P a 2 o z. 5 " 5 8 6 3 7 5 2 3 3.7 28.0 22.4 5.6 5.6 5.6 1.2 11.2 40.0 300.0 240.0 60.0 60.0 60.0 13.3 120.0 3 9 9 3 9 9 1 9 ┼ ┼ ▬ ┼┼ ┼┼ ▬ ┼ ┼┼ ▼ Column # 1 2 3 4 5 6 7 8 9 R e l at i v e We i ght x x ▲ ▲ ▲ ▲ ▼ ▲ Row # Direction of Improvement: Minimize (▼ ), Maximize ( ▲ ), or Target (x) C o l o r We i ght / Im po r t a n c e 16.8 5 # FFC 125 ( H de c im a l R GB ) x 9 180.0 Θ ▲ Θ Ο T en s ile Y i e ld St reng t h T en s il e Ulima t e St reng t h We i ght S ize (diame t e r) T h ick ne s s A v g . H edon ic S c a le R a t i ng C o st pe r C oo k ie D en s i t y o f C ho c o l a t e C h i p s Θ Θ Θ Θ Ο Relative Weight Difficulty (0=Easy to Accomplish, 10=Extremely Difficult) Max Relationship Value in Column Target or Limit Value Weight / Importance M a x R e l a t i on s h i p V a l ue i n Row Our Company Mrs. Fields Girl Scouts Starbuck's Cinnabon Kebler Chocolate Chip Cookies: Customer Req's vs Functional Req's Legend Θ Ο ▲ ┼┼ ┼ ▬ ▼ ▼ ▲ x Strong Relationship 9 Objective Is To Maximize Positive Correlation Negative Correlation Strong Negative Correlation Objective Is To Minimize 3 Moderate Relationship 1 Weak Relationship Strong Positive Correlation Objective Is To Hit Target QFD/HOQ example Sep. 2023 VLFM-2023, L-1 27

28. 1 9 16.8 180.0 Color 2 3 5.6 60.0 Tensile Yield Strength 3 1 5.6 60.0 Tensile Ulimate Strength 4 1.2 13.3 Weight 5 1 11.2 120.0 Size (diameter) 6 9 3.7 40.0 Thickness 7 9 28.0 300.0 Avg. Hedonic Scale Rating 8 9 22.4 240.0 Cost per Cookie 9 9 5.6 60.0 Density of Chocolate Chips "Weight" (Row #4) is not being addressed. Similarly, "Tensile Ultimate Strength" (Row #3) and "Size (diameter)" (Row #5) are not being substantially addressed. (Note their "Max Relationship Value in Row" values.) Quality Characteristics (a.k.a. "Hows") Demanded Quality (a.k.a. "Whats") 111.8 33.5 251.6 61.5 251.6 201.2 22.4 67.1 28.0 28.0 83.9 83.9 Weight / Importance 279.5 279.5 251.6 3 3 9 9 9 9 3 3 1 1 3 3 Max Relationship Value in Column 9 9 9 2 2 3 6 6 2 4 3 6 4 Difficulty (0=Easy to Accomplish, 10=Extremely Difficult) 3 6 2 T op 3 Rated i n G ou r met Coo ki ng G u i de 1 to 1 G ou r met Q ua li ty $0.60 per c oo ki e 4 h r s $.02 per c oo ki e 2 m i nutes 30 s e c onds 1 day Manufa c tu r er Re c ommended She l f L i fe Target or Limit Value 12.5 m i nutes 350 F - c on s tant W et i ng r ed i ents fo ll owed by d r y i ng r ed i ents Θ Ο ▲ Θ Ο Θ Ο Ο Θ ▲ ▲ Ο Ο Θ Ο Θ Θ ▲ ▲ ▲ ▲ ▲ ▲ ▲ Ο ▲ Θ Θ U s e of " Cr is pen i ng " Sho r ten i ng U s e of F l a v o r ful Ing r ed i ents Rat i o of Cho c o l ate Ch i ps to F l our Co s t of Ing r ed i ents E x po s u r e to A i r Co s t of Pa ck ag i ng U s e of " Soften i ng" Sho r ten i ng Length of D r y Ing r ed i ent M ixi ng T i me Age of Coo ki e ( Length of T i me S i n c e Ba k ed) Age of Ing r ed i ents Q ua li ty of Ing r ed i ents Ba ki ng T i me Ba ki ng T emp O r der of Ing r ed i ents Length of W et Ing r ed i ent M ixi ng T i me Ro w # Max R ela t i on s h ip Val u e in Row Rela t ive W ei gh t W ei gh t / I mpo r t a n ce x ▼ ▼ ▲ ▼ ▼ ▼ x x x x x Direction of Improvement: Minimize ( ▼ ), Maximize ( ▲ ), or Target (x) x x x 12 13 14 15 8 9 10 11 ┼┼ Column # 1 2 3 4 5 6 7 ▬ ▼ ▼ ▬ Relative Weight 13.7 13.7 12.4 1.4 1.4 4.1 4.1 12.4 9.9 1.1 3.3 5.5 1.6 12.4 3.0 Legend Θ Ο ▲ ┼┼ ┼ ▬ ▼ ▼ ▲ x Strong Relationship 9 Objective Is To Maximize Positive Correlation Negative Correlation Strong Negative Correlation Objective Is To Minimize 3 Moderate Relationship 1 Weak Relationship Strong Positive Correlation Objective Is To Hit Target http://www.QFDOnline.com QFD/HOQ example Chocolate Chip Cookies: Functional Req's vs. Production Attributes Sep. 2023 VLFM-2023, L-1 28

29. 1 9 13.7 279.5 Baking Time 2 9 13.7 279.5 Baking Temp 3 9 12.4 251.6 Order of Ingredients 4 9 1.4 28.0 Length of Wet Ingredient Mixing Time 5 9 1.4 28.0 Length of Dry Ingredient Mixing Time 6 4.1 83.9 Age of Cookie (Length of Time Since Baked) 7 9 4.1 83.9 Age of Ingredients 8 9 12.4 251.6 Quality of Ingredients 9 3 9.9 201.2 Cost of Ingredients 10 1 1.1 22.4 Exposure to Air 11 3.3 67.1 Cost of Packaging 12 9 5.5 111.8 Use of "Softening" Shortening 13 9 1.6 33.5 Use of "Crispening" Shortening 14 9 12.4 251.6 Use of Flavorful Ingredients 15 9 3.0 61.5 Ratio of Chocolate Chips to Flour Ro w # Max R ela t i on s h ip Val u e in Row Rela t ive W ei gh t W ei gh t / I mpo r t a n ce O v en T y pe Ba k er E x pe r i en c e / Edu c at i on F l our T y pe V an ill a T y pe Sho r ten i ng T y pe ( Butte r ) Sho r ten i ng T y pe ( Vegetab l e Sho r ten i ng) Sho r ten i ng T y pe ( Ma r ga r i ne) Egg G r ade Conta i ner B r and Cho c o l ate Ch i p B r and Ing r ed i ents She lvi ng Ο Θ Θ Θ Θ Θ Ο Θ Θ Θ Θ Ο ▲ Ο Θ Ο ▲ ▲ Ο Θ Θ Θ ▲ Θ Θ Target or Limit Value Con v e c t i on 10 y r s. Ca k e F l our "R ea l " ( as oppo s ed to i m i tat i on) Butter Vegetab l e Sho r ten i ng Ma r ga r i ne A T uppe r wa r e G h i r a r de lli F ood Sto r age She lvi ng Quality Characteristics (a.k.a. "Hows") Demanded Quality (a.k.a. "Whats") Relative Weight 11.9 21.8 8.1 8.1 17.2 4.8 6.6 2.7 0.1 16.1 2.7 ▼ ▼ ▼ 1 2 3 4 5 6 7 8 9 10 11 ▲ x x x x x x x x x Difficulty (0=Easy to Accomplish, 10=Extremely Difficult) Max Relationship Value in Column 9 9 9 9 9 3 9 3 1 9 9 Weight / Importance 164.8 300.3 111.3 111.3 237.4 65.9 91.5 37.1 1.1 222.5 37.1 http://www.QFDOnline.com Chocolate Chip Cookies: Production Attributes vs. Parts/Materials QFD/HOQ example Legend Θ Ο ▲ ┼┼ ┼ ▬ ▼ ▼ ▲ x Strong Relationship 9 Objective Is To Maximize Positive Correlation Negative Correlation Strong Negative Correlation Objective Is To Minimize 3 Moderate Relationship 1 Weak Relationship Strong Positive Correlation Objective Is To Hit Target x Direction of Improvement: Minimize ( ▼ ), Maximize ( ▲ ), or Target (x) Column # Sep. 2023 VLFM-2023, L-1 29

30. To recapitulate: How could we describing Voice of the Customer? What is Quality Function Deployment (QFD)? What is House of Quality? What are elements of the House of Quality? How can we get Product Design Specifications? Four phases in QFD. Sep. 2023 VLFM-2023, L-1 30

31. Task for students: Sep. 2023 VLFM-2023, L-1 31

32. Thanks Sep. 2023 VLFM-2023, L-1 32

33. Question bank Customer’s purchasing conduct can be classified into how many classifications 6 7 8 9 which of the elements comes under the four levels of customer requirements Expectors Unspokens Exciters All of the above Sep. 2023 VLFM-2023, L-1 33

34. Question bank Which of these is the sudden attributes of an item that make it one of a kind and recognize it from the opposition Spokens Unspokens Exciters None of the above The existing information of customers can not be obtained by Sales records Surveys Complaints Warranty data Sep. 2023 VLFM-2023, L-1 34

35. Question bank Which of these are the quantities required to achieve the product’s characteristic Correlation matrix Target values Relationship matrix All of the above Which of these are in the four phases of QFD/HOQ Customer Design Process All of the above Sep. 2023 VLFM-2023, L-1 35

36. Question bank Which of these is an outline of the main a few competitive items' qualities in correlation with the item being created Customer competitive assessment Technical competitive assessment Both None of the above Which of these matrix demonstrates the level of communication among the item's building qualities Correlation matrix Relationship matrix Both None of the above Sep. 2023 VLFM-2023, L-1 36

37. Thank You Sep. 2023 VLFM-2023, L-1 37 Dr. Amandeep Singh Imagineering Laboratory Indian Institute of Technology, Kanpur