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Quality Function Deployment: Voice of The Customer

Here are the key steps in designing the house of quality: 1. Identify customer attributes: Determine what is important to customers in their own words through methods like surveys, focus groups etc. This helps understand customer needs and expectations. 2. Identify design attributes: Express technical characteristics of the product/service that meet customer attributes, in measurable terms understandable to designers. 3. Relate customer and design attributes: Symbolically determine the relationship between each customer and design attribute as no, weak, moderate or strong. This ensures design attributes adequately address customer needs. 4. Evaluate competing products: Conduct in-house testing of competitors to highlight strengths and weaknesses in measurable terms for each customer attribute. 5. Evaluate

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55 views15 pages

Quality Function Deployment: Voice of The Customer

Here are the key steps in designing the house of quality: 1. Identify customer attributes: Determine what is important to customers in their own words through methods like surveys, focus groups etc. This helps understand customer needs and expectations. 2. Identify design attributes: Express technical characteristics of the product/service that meet customer attributes, in measurable terms understandable to designers. 3. Relate customer and design attributes: Symbolically determine the relationship between each customer and design attribute as no, weak, moderate or strong. This ensures design attributes adequately address customer needs. 4. Evaluate competing products: Conduct in-house testing of competitors to highlight strengths and weaknesses in measurable terms for each customer attribute. 5. Evaluate

Uploaded by

LiibanMaahir
Copyright
© © All Rights Reserved
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

Is a structured method that is intended to transmit and


translate customer requirements, that is, the
Voice of the Customer
These requirements are the collection of customer needs,
including all satisfiers, exciters/delighters, and
dissatisfiers.

Building the House of Quality


1. Identify Customer Attributes
2. Identify Design Attributes / Requirements
3. Relate the customer attributes to the design
attributes/ Relate the design attributes to the design
attributes.
4. Conduct an Evaluation of Competing Products.
5. Evaluate Design Attributes.
6. Determine which Design Attributes to Deploy in the
Remainder of the Process.

1. Identify Customer Attributes

These are product or service requirements IN THE CUSTOMERS


TERMS.
Market Research;
Surveys;
Focus Groups.
What does the customer expect from the product?
Why does the customer buy the product?
Salespeople and Technicians can be important sources of information
both in terms of these two questions and in terms of product failure
and repair.
This step includes identifying importance ratings for each customer
attribute AND evaluating existing products / services for each of the
attributes.
Customer importance ratings represent the areas of greatest interest
and highest expectations AS EXPRESSED BY THE CUSTOMER.

Whats
Key Elements -

What Does The Customer Want


Customer Need
Need 1
Need 2
Need 3 s
ts
Needh4aat
h
W
Need
W5
Need 6
Need 7

Voice of the
Customer

Customer Requirements

Key Elements:

How Important Are The


Whats TO THE CUSTOMER
Customer Ranking of their
Needs
Need 1
5
Need 2
Need 3
Need 4
Need 5
Need 6
Need 7

Voice of the
Customer

5
eerr ee
3 m
oomanncc
t
t
s
4s tta
CCuuppoorr
2
m
IIm
4
1

2. Identify Design Attributes.


Design Attributes are Expressed in the Language of the
Designer / Engineer and Represent the TECHNICAL
Characteristics (Attributes) that must be Deployed
throughout the DESIGN, MANUFACTURING, and
SERVICE PROCESSES.

These must be MEASURABLE since the Output will be


Controlled and Compared to Objective Targets.

The ROOF of the HOUSE OF QUALITY shows,

symbolically, the Interrelationships between Design


Attributes.

WHAT'S

HOW'
S

Need
Need
Need
Need
Need
Need
Need

1
2
3
4
5
6
7

HOW 7

Hows
Hows

HOW 6

HOW 5

HOW 4

HOW 3

HOW 2

How Do You Satisfy the Customer Whats


Product Requirements
Translation For Action

HOW 1

Hows

Key Elements

5
5
3
4
2
4
1

Satisfy the
Customer Needs

3.Relating Customer & Design Attributes

Symbolically we determine whether there is NO relationship, a WEAK


one, MODERATE one, or STRONG relationship between each Customer
Attribute and each Design Attribute.

The PURPOSE it to determine whether the final Design Attributes


adequately cover Customer Attributes.

LACK of a strong relationship means that the final product will have
difficulty in meeting the expressed customer need.

Similarly, if a design attribute DOES NOT affect any customer attribute,


then it may be redundant or the designers may have missed some
important customer attribute.

4. Conduct an Evaluation of Competing


Products

Competitive evaluation helps to highlight the absolute strengths and


weaknesses in competing products.

This is USUALLY accomplished through in-house testing and then translated


into MEASURABLE TERMS.

The evaluations are compared with the competitive products in term of


customer attributes to determine the strengths and weaknesses of the
products.

5. Evaluate Design Attributes

Using the customer important rating multiply the level


of relationship between customer attributes and design
attributes.

After that, total up the rating weight based on the


vertical column.

6. Determine which Design Attributes to Deploy


in the Remainder of the Process.
This means identifying the design attributes that:
have a strong relationship to customer needs,
or are strong selling points.
These attributes will need to be DEPLOYED or TRANSLATED

into the language of each function in the design and


production process so that proper actions and controls are
taken to ensure that the voice of the customer is maintained.

This step enables company to seek opportunities for

improvement and links QFD to a companys strategic vision


and allows priorities to be set in the design process.

QFD House of Quality

Disadvantage of QFD
Time and resources consuming
Does not support common
language between users and
developers
Documentation requirements
Focus on quality other than
functionality

Benefits of SQFD

Decision justification
Cross-checking
Avoid loss of information
Focus on customer needs
Shorter development cycles
Reduces design changes
Good for communication, decision making
and planning
Allows for a lot of information in a small space

Explain the steps in


designing the house of
quality.
(30 marks)

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