3) QFD
3) QFD
3) QFD
Introduction
Quality Function Deployment (QFD) is a customer driven
approach which translates the customer needs (or voice of
customer) into technical requirements such as design
targets, manufacturing process parameters and major
quality assurance points throughout the product/service
development process.
It also shows which design targets are more important to
ensure customer satisfaction.
It helps a company move towards proactive designing
quality rather than traditional inspection of product quality.
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Introduction (Contd.)
QFD was introduced by Yoji Akao in Japan in 1966 and
successfully applied at the Mitsubishi Heavy Industries Kobe
Shipyard in 1972.
Voice of Customer
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Voice of Customer
A customer need is a description in customer's own words,
about the benefit to be fulfilled by the product or service.
The voice of the customer is a hierarchical set of "customer
needs" where each need has a priority. Priority indicates
importance of a need to the customer.
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House of Quality
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(Contd.)
(Contd.)
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Secondary Needs
Appropriate
ingredient
Good taste
Good smell
Good colour
Good appearance
Good shape
Tertiary Needs
Not too salty
Moderately spicy
Appetizing
Hot
Fresh
Sweet smell
Not overcooked
Normal colour
Good looking plate
Not too full
Tasteful arrangement
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1 n
Final importance: a j R ij ci
d j i 1
Rij : Weight assigned to relationship matrix
ci : Final weights of WHATs , i = 1, 2, . . ., n
dj : Technical difficulty of HOWs , j = 1, 2, . . ., m
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Benefits of QFD
Tangible benefits
Intangible benefits
Lower start-up cost and production Improves customer
cycle. Reduction in design time and satisfaction
design cost.
Identify the areas to be acted upon Provides a basis of
and simulate the new design ideas improvement
planning
Involvement of every functional Facilitates
area
such
as
marketing, multidisciplinary
manufacturing, purchasing etc.
teamwork
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Issues in QFD
QFD can be used in many different areas of the business like
planning, testing, engineering, manufacturing, distribution,
marketing, and service. However, it must be understood
that a large amount of effort can be required to perform a
formal QFD evaluation. If the amount of work is thought to
be excessive, the other tools are more applicable.
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