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Quality Function Deployment: How To Deploy The Voice of Customer To Your Organization by Sridhar Berkmans Lavanya

Quality Function Deployment (QFD) is a process for capturing customer needs and deploying them to an organization. It involves gathering customer input through interviews and research to understand their needs. Affinity diagrams are used to organize the customer needs. A matrix is created with customer needs on the left and product requirements that meet those needs on top. Relationships between the two are mapped and priorities are assigned. The matrix is analyzed to determine focus areas and finalize target values for product development plans. Further deployment involves additional QFD matrices to maintain focus on the most critical customer needs.

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209 views

Quality Function Deployment: How To Deploy The Voice of Customer To Your Organization by Sridhar Berkmans Lavanya

Quality Function Deployment (QFD) is a process for capturing customer needs and deploying them to an organization. It involves gathering customer input through interviews and research to understand their needs. Affinity diagrams are used to organize the customer needs. A matrix is created with customer needs on the left and product requirements that meet those needs on top. Relationships between the two are mapped and priorities are assigned. The matrix is analyzed to determine focus areas and finalize target values for product development plans. Further deployment involves additional QFD matrices to maintain focus on the most critical customer needs.

Uploaded by

Sridharoptimist
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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Quality Function

Deployment
How to deploy the voice of customer to your organization

by
Sridhar
Berkmans
Lavanya
Process of Developing QFD
Capturing Customer Voice
customers will try to express their needs in terms of
"how" the need can be satisfied and not in terms of
"what" the need is
 should ask "why" until they truly understand what the root need
is
 In addition to "stated" or "spoken" customer needs, "unstated" or
"unspoken" needs or opportunities should be identified
Once customer needs are gathered ((interview notes,
requirements documents, market research, and
customer data), they then have to be organized. >> Use
Affinity Diagram
Customer needs or
requirements are
stated on the left side
For each need or
of the matrix
requirement, state the
customer priorities using
a 1 to 5 rating. You can
use ranking techniques
and paired comparisons
(AHP) to develop
priorities
Evaluate prior
generation products
against competitive
products.
Use surveys,
customer meetings or
focus groups/clinics to
obtain feedback.
Include competitor's
customers to get a
balanced perspective.
Identify price points
and market segments
for products under
evaluation.
Identify warranty,
service, reliability, and
customer complaint
problems to identify
areas of
improvement.
Establish product requirements or
technical characteristics to respond
to customer requirements and
organize into related categories.
Characteristics should be
meaningful, measurable, and global.
Characteristics should be stated in a
way to avoid implying a particular
technical solution so as not to
constrain designers
Develop
relationships
between customer
requirements and
product
requirements or
technical
characteristics.
Use symbols for
strong, medium
and weak
relationships.
Develop a
technical
evaluation of prior
generation
products (x) and
competitive
products (o)
Develop
preliminary target
values for product
requirements or
technical
characteristics
Determine potential positive and negative interactions
between product requirements or technical
characteristics using symbols for strong or medium,
positive or negative relationships.
Too many positive interactions suggest potential
redundancy in "the critical few" product requirements
or technical characteristics.
Focus on negative interactions - consider product
concepts or technology to overcome these potential
tradeoff's or consider the tradeoff's in establishing
target values
Calculate importance
ratings.
Assign a weighting
factor to relationship
symbols (9-3-1, 4-2-1,
or 5-3-1).
Multiply the customer
importance rating by
the weighting factor in
each box of the matrix
and add the resulting
products in each
column
Develop a difficulty rating (1 to 5 point scale, five being very
difficult and risky) for each product requirement or technical
characteristic.
Consider technology maturity, personnel technical
qualifications, business risk, manufacturing capability,
supplier/subcontractor capability, cost, and schedule.
Avoid too many difficult/high risk items as this will likely delay
development and exceed budgets.
Assess whether the difficult items can be accomplished
within the project budget and schedule.
Analyze the matrix and finalize the product development strategy and product
plans.
Determine required actions and areas of focus.
Finalize target values. Are target values properly set to reflect appropriate
tradeoff's? Do target values need to be adjusted considering the difficulty rating?
Are they realistic with respect to the price points, available technology, and the
difficulty rating? Are they reasonable with respect to the importance ratings?
Determine items for further QFD deployment. To maintain focus on "the critical
few", less significant items may be ignored with the subsequent QFD matrices
QFD Deployment Concepts
THANK YOU

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