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Quality Function Deployment

Group 3:

Aviral Sharma 15C | Chand Kapoor 16C | Kumari Geeta 27C | Manish Pathak 28C | Nitin Mohan Kapoor 35C | Vishal Bhanushali 57C

The activity of planning and organizing people, infrastructure,

communication and material components of a service in order to improve its

quality and the interaction between service provider and customers. The

purpose of service design methodologies is to design according to the needs

of customers or participants, so that the service is user-friendly, competitive

and relevant to the customers.”

WHAT IS QFD

  • Customer driven quality-planning tool

  • Translates customer’s needs into appropriate requirements of products and services Guides translation o implicit and imprecise voice of customers into more precise services

WHAT IS QFD Customer driven quality-planning tool Translates customer’s needs into appropriate requirements of products and

QFD AND SERVICE DESIGN

  • Improvements achieved within the early stages such as service design and process design have a larger influence.

  • QFD is a tool that makes it possible to transform reactive service development processes into proactive processes.

  • The QFD technique is based on the analysis of the clients’ requirements, which normally are expressed in qualitative terms, such as: “easy to use”, “safe”, “comfortable” or “luxurious”.; it thus makes this translation into quantitative terms possible

WHY QFD?

WHY QFD? Management is concerned with Strategic and functional issues Requirements Consumers are concerned with functionality
WHY QFD? Management is concerned with Strategic and functional issues Requirements Consumers are concerned with functionality
Management is concerned with Strategic and functional issues Requirements
Management is concerned
with Strategic and functional
issues
Requirements
WHY QFD? Management is concerned with Strategic and functional issues Requirements Consumers are concerned with functionality

Consumers are concerned with functionality

WHY QFD? Management is concerned with Strategic and functional issues Requirements Consumers are concerned with functionality

Internal workers are concerned

ow the product will affect their

quality of life

WHY QFD? Management is concerned with Strategic and functional issues Requirements Consumers are concerned with functionality

Distribution agents are concerned with purchase

transactions and availability

QFD PROCESS

QFD PROCESS Step 2 Benchmarkin g Establishes a definition to the level of real performanc e
Step 2 Benchmarkin g
Step 2
Benchmarkin
g

Establishes a definition

to the level of real performanc e

Step 1 Prioritizing requirements
Step 1
Prioritizing
requirements

What actions do we need to take to achieve the targets

Step 4 Defining Actions
Step 4
Defining
Actions
Step 3 Setting Target Values
Step 3
Setting
Target Values

Set the

target

values for the design measures

What

actions do we need to take to achieve the targets

Steps in QFD

Steps in QFD • Determine • exactly who the customers are A customer group is any

Determine

exactly who the customers are A customer

group is any

group

affected by

the product

Multiple

customer

groups are

possible

each group

has their own unique needs
has their own
unique needs

Identify and

define the

product to be

 

studied

 

Key

competitors

 

are also

identified

In this case

 

we have

taken credit

card services

as the product

Steps in QFD • Determine • exactly who the customers are A customer group is any
Steps in QFD • Determine • exactly who the customers are A customer group is any

QFD starts with the establishment of

Steps in QFD • Determine • exactly who the customers are A customer group is any
Steps in QFD • Determine • exactly who the customers are A customer group is any

objectives which are derived from customer

requirements , called Voice of

Customer(VOC)x

• • Identify requirement s which are most crucial for success Likert scale can be used
Identify
requirement
s which are
most crucial
for success
Likert scale
can be used
to know the
relative
importance
of customer
requirement
Establish
customer
satisfaction
for
competitors
for
identified
requiremen
ts
Use this as
basis of
comparison
between
company
and
s
s

competitors Sales factor is

• Translate customer requirements in engineering characteristic s These design attributes are known as voice of
Translate
customer
requirements
in engineering
characteristic
s
These design
attributes are
known as
voice of
engineer
Questionnaire
• Descriptors
add more
information
regarding how
the voice of
customers is
translated
into voice of
engineer
Every
engineering
characteristic
should be a
measure bale
product

s and interviews with technical staff

• Translate customer requirements in engineering characteristic s These design attributes are known as voice of

This step

involves

comparison

of key

competitors

with regard

to

considered

matrix

Subjective

ratings on a

scale of

5 were used

It is a

technical

competitive

assessment

• • • • Improveme nt directions are determined to best meet customer needs Symbols used
Improveme
nt
directions
are
determined
to best
meet
customer
needs
Symbols
used to
illustrate
direction of
improveme
nt
I: Improve
C: Control

1 to

O: Optimize • M: Maximize
O: Optimize
M:
Maximize
• Translate customer requirements in engineering characteristic s These design attributes are known as voice of

Set Target

values for

new product

Targets are

revised

throughout concept

development

Central

relationship matrix is

developed

ROOF
ROOF
PRODUCT
PRODUCT

VOICE OF ENGINEER

VOICE OF

CUSTOMERS

RELATIONSHI

P ROOM

TECHNICAL

PRIORITIES ROOM

ROOM

PLANNING

STRATEGIC

Example: Credit Card Services; QFD Matrix Analysis

Goal (Future Product): Maximum Value [Importance Rating, Max (Satisfaction ratings of them all)] Improvement Ratio: Goal / Satisfaction Ratio of A

Raw Weight = Importance rating * Sales factor * Improvement Ratio

Technical Assessment

Relationship Value Matrix : CV = Relationship Score * Raw Weight

Benefits and Applications

Overcomes 3 major problems:

Disregard for voice of customer
Disregard for voice of customer
Loss of Information
Loss of Information
Different individuals & functions working to different requirements
Different individuals & functions
working to different requirements

Need and Importance:

Helps build quality
Helps build quality
Helps reduce costs
Helps reduce costs
Facilitates transition from reactive to preventative
Facilitates transition from reactive
to preventative